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Coming soon: Self-destructing DVDs
Each disc contains chemical time-bomb that starts ticking once it's exposed. DVD player's laser can no longer read it after 48 hours.
The Christmas-themed movie Noel most likely won't be coming to a theater near you --but if you miss it on cable, there's always the self-destructing DVD.
The movie's producers hope its "trimultaneous" roll out this month, which started this past weekend with a theater release in just five major cities in the United States, will prove the public is willing to "rent" movies that must be tossed in the trash after just a viewing or two.
Disposable DVDs look and play like normal DVDs, except that their playable surface is dark red.
Each disc contains a chemical time-bomb that begins ticking once it's exposed to air. Typically, after 48 hours, the disc turns darker, becoming so opaque that a DVD player's laser can no longer read it. (Discs can live as little as one hour or as long as 60 hours.)
The format has been around for a few years but hasn't generated much interest from movie studios, video rental companies -- or customers -- despite experiments to deliver movies direct to consumers and eliminate late fees.
Enter Noel, an emotional Christmas story starring Susan Sarandon, Penelope Cruz and Robin Williams. The independent film was shown at this year's Toronto Film Festival but didn't attract interest from mainstream distribution companies.
So the Atlanta-based Convex Group bought distribution rights and is releasing the film on a few dozen screens. Then, starting mid-month, the movie will be available in the disposable EZ-D format for $4.99 on Amazon.com. On cable, it will air once, on TNT, during Thanksgiving weekend.
Convex owns more than 100 media patents and holds exclusive distribution rights to CD-ROMS that fit into the lids of soft drink cups. The company also owns Flexplay Technologies Inc, the company behind the disposable EZ-D.
The technology's backers see it as an alternative for video rental stores and Netflix-type mail-based subscription services. After the movie is watched, the consumer tosses it into the trash, eliminating late fees and the cost of return mail --but creating a potentially large new source of trash.
The potential to add to landfills may be the least of reasons disposable DVDs have so far been a dud.
