Disney to Test Self-Destructing DVDs This Week
LOS ANGELES (Reuters) – If Walt Disney Co. gets its wish, an experimental type of DVD will begin flying off store shelves on Tuesday — and self-destructing 48 hours later.
Disney movies on disposable DVDs are set to arrive in convenience stores, pharmacies and other outlets in a four-city test of whether Americans will pick up a limited-life DVD rather than dropping by a video rental store.
The red DVDs turn an unreadable black 48 hours after their packages are opened, exposing them to oxygen which reacts with the disc in a process similar to how Polaroid film develops.
The DVDs, which are being distributed by Buena Vista Home Entertainment, Disney’s home video unit, will carry a suggested price of $6.99.
Some retailers are expected to sell them for as little as about $5 said Alan Blaustein, Chief Executive of Flexplay, which owns the self-destruct technology.
The advantage to the disposable DVD format — known as EZ-D — is that such discs can be sold anywhere and never need to be returned, potentially making any retailer a competitor with Blockbuster Inc.
“It should be ‘aisle two, bread, aisle 4, EZ-D,”‘ said Flexplay’s Blaustein, who predicted families would continue to rent videos and start buying the disposable DVDs as well.
The plan has stirred some criticism from environmentalists such as the Alliance for Safe Alternatives, which is asking callers to phone Disney and tell them to scrap the plan which they say will add needless waste to America’s landfills.
The plan offers some recycling — though not in-store — and consumers will eventually be able to get a new disc in return for six used ones, the companies said.
Although the disposable DVD format does not make it harder for digital pirates to make illegal copies, Blaustein said by making DVDs cheaper the effort would also undercut the incentive to make such bootleg copies.
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