In an effort to market films from its library that have limited sales potential as mass-market releases, Warner Bros. is launching an ambitious branded manufacturing-on-demand operation.

Customers can order any of 150 Warners movies from a new site -- WarnerArchive.com -- and the studio will burn, package and ship the DVD for $19.98.

Some of the new-to-DVD titles include "Possessed," starring Clark Gable and Joan Crawford; "Once Upon a Honeymoon," starring Cary Grant and Ginger Rogers; "All Fall Down" with Warren Beatty and Eva Marie Saint, "Sunrise at Campobello," "The Citadel" and "Mr. Lucky."

The Warners vault contains more than 5,000 films never made available on DVD. The studio plans to add 20 titles per month to its Warner Archive Collection.

According to Warner Home Video's George Feltenstein, "With a cinematic legacy as rich and varied as that found within our library, the challenge has been to meet the voracious demand of consumers who are seeking their favorite films on DVD."

The program begins today.