Movie Industry to Consumers: "Burn, Baby, Burn"
Welcome to the 21st century, DVD Copy Control Association.
The technology, which has been haggled over for years, should help retailers broaden their selections without increasing rack space:
Physical and online retailers are expected to use the CSS application to burn obscure DVDs that are no longer manufactured or not in stock. Wal-Mart has previously announced it would work with HP on such a system, while drug store chain Walgreens also plans to deploy it.
DVDs could be burned on-demand in as little as 10 minutes, or ordered online and picked up in a store.
The article also notes that the agreement could be a boon for movie-downloading sites such as Movielink and CinemaNow; subscribers could burn copies of downloaded content and watch it, presumably, anywhere. But there are, of course, caveats:
Many consumers will still need new DVD burners to burn copy-protected movies and TV shows, however. A special kind of burnable disc is required.
It remains to be seen, obviously, whether this will do much to stanch the flow of lost revenues from torrent-loving consumers who may no longer care what the studios are willing to let them do; for a certain segment of the population, that genie was unleashed from its bottle years ago. Still, it's a step in the right direction, and anything that gets independent or out-of-print titles in front of a larger audience is all right in our book.