Page 1 of New Cinema Club Titles: how can they sell them so cheap

Hi there,
I just read the announcement that the Cinema Club will release a number of titles at a reduced price of £9.99. One of the is The Limey. Now what surprises me is that the Cinema Club release is identical to the VCI/FilmFour release that you can buy for £19.99. How can Cinema Club sell theirs so cheap without p***ing FilmFour off, as you won`t pay 19.99 if you can get the same for 9.99, which means FilmFour will lose quite a bit of money.
Anyone know anything about how this agreement works???
Cheers

Sales of all titles fall off as time goes on, so by re-releasing them as budget discs you get a new sudden boost of sales which ultimately brings in more money for all those involved.

The VCI/FF versions are now discontinued so can`t be bought anyway, and I`m pretty sure CinemaClub is owned by VCI.