I don't think you own the bits on the disc, this is information and ideas and stories you don't have rights to make profit off,this is reserved to the authors who temporarily ceded them to publishers. You do own the plastic and dvd though which is what you are actually /selling. Which has the convenience of preventing you from enjoying the story (that you don't own) performed by actors and first encoded in images and sound and then in bits for practical purposes which are written on the plastic disc.