In order to combat piracy, they've flooded the market with these fake DVDs. They stop a small amount of time into the film, telling you not to buy pirate DVDs and telling you that a certain amount of money has been donated to the anti piracy fund.
It's a good idea - it reduces confidence in pirated DVDs. Can you be sure that you will get the full film when you buy it?
I'd like to see how they actually get the money for the film. I'm assuming the street sellers don't actually know that the film is a fake. There must be someone who's being tricked somewhere along the line, and that'll also disrupt part of the 'supply chain' for these DVDs.
It'll be interesting to see if they find a way to extend this to the file sharing community.