It looks like to me the price varies based on a “Digital Upgrade” offer and a “Disc to Digital” offer.
For example, I have the first Hobbit movie which I had previous did a “Disc to Digital” offer on. After I did that upgrade, I removed the “cataloged” physical disc version from my system. So for that movie it shows I can do a “Digital Upgrade” to the Theatrical Version only for $15.99, while the Extended Edition was still the full $36.99.
For the second Hobbit movie, it was showing the exact same “Digital Upgrade” offers as the first movie. But this time I added the physical disc back into the Alto, and “cataloged” the movie again. With the “physical disc” cataloged I now get the “Disc to Digitals” offers to buy either the Theatrical or Extended version for $4.42.
So it looks like to me, to get the $4 deal, you need to have the physical disc cataloged in the system. That way you get the “Disc to Digital Offers” which is way cheaper than the “Digital Upgrade Offers”. And the “Disc to Digital” offer applied to both versions of the movie, even when you only have one version on disc.
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