Okay, so this is stupid. They're trying to market so-called "disposable DVDs" as the "no return, no late fee movie rental."
Four states are serving as test markets for the 48-hour DVDs, called EZ-Ds. The product is vacuum-packed; once opened, the disc will play for two days before a resin on the DVD reacts with the atmosphere, rendering it unplayable.
However, despite the lure of eliminating the rush back to the video store to avoid late fees, the disposable DVDs are staying on the shelf. "A Buena Vista official had no comment on sales of EZ-Ds, but a survey of stores that sell the new product reveals that the EZ-Ds are not appealing to many customers." According to a number of stores, it may be that the price is the problem. For example, the ten titles offered in "disposable" format at one store (including such hits as Sweet Home Alabama, The Hot Chick, and Shanghai Knights) are priced at $7 each.
Seven bucks each? Are you freaking kidding me? At that price I'm not avoiding a late fee: there's one built right in! Not to mention the fact that at most places, you can find a whole host of DVDs priced at about $9.99, and those won't "expire" at all. Evironmentalists are also ticked, since the basic notion is to just pitch the disks when they're done "deteriorating." Which just means more crap in landfills. Not to mention that if you really don't like visiting the video store, a service like Netflicks makes a lot more sense, especially when you consider the cost.
I understand the idea, which is to eliminate fuss for the consumer. But candidly, I can't see it happening unless the price drops considerably. Even then, that doesn't address the environmental issues or the fact that downloadable films will probably be the way of the future.
Note: The author wastes a fair amount of time blogging about a variety of subjects over at Walloworld, where this post originally appeared.
Article comments
1 - The Theory
I agree. $7 is insanely high. I would consider doing that for maybe $2. However, the whole disposable feature does disturb me a bit.
And do they come with the features, too? Or is it just the film?
2 - TDavid
I would sooner consider using a service like movielink or cinemanow which offer full downloads of DVD with 30 days to watch. Once you launch the file it expires in 24 hours, thus giving you the same type of environment, except there is no environmental concern.
This option would be time-prohibitive for those on dialup connection, but for broadbanders, it might work. These services typically charge from $2-5 per movie.
3 - Bill Wallo
I agree that downloadable movies will probably replace DVDs in the end. The problem with those services right now is still selection (rather minimal, comparatively speaking, although its getting better) and bandwidth issues. Not to mention display challenges in terms of getting the video to a TV (still easier to pop in a DVD and watch it on the big screen TV than it is to mess with video out and all the rest). But one day, I think it'll be the way it works.
4 - Tom Johnson
I think people aren't responding to disposable DVDs because they want to own movies, not because they don't want to return them. Movies, for whatever reason, and their physical manifestation (DVDs in packages,) seem to mean something to people (while music, for whatever reason, does not.)
The number of quality movies that come out that I, for instance, need to own in most years is is close enough to zero that I probably don't even really count as a buyer of movies. Music, on the other hand, is always coming out with quality releases and somehow people write it off as meaningless and not worthy of paying for. This just boggles my mind.
5 - Michelle
It's a stupid idea, as you said. Besides the fact that I wouldn't mind returning DVDs to the rental store (anyway, it works with my library books too...), I think throwing away a DVD just adds to the garbage we already drown in. Why would you wanna do that?
6 - Mac Diva
The day someone rents a movie and the day he gets around to watching it can be pretty far apart. In fact, I have rented videos I never got around to watching. I think that is one reason the disposables will not fly. Two days is really short, especially if you consider people often get more than one at a time. The EZ-DVDer will just be replacing one form of pressure with another.