In the dumper - 12:00am
Is the age of EZ-D upon us? Flexplay Technologies has just announced a four-city test launch, due this August, of their new disposable DVD disc technology. These (eco-unfriendly?) discs look red when first removed from its package, then slowly turn black... and you're outta time and the disc won't play. The usability period lasts for 48 hours, and when you're done, just throw 'em in the trash. No returns, no late fees, "no hassle."

While longtime DVD fans will inevitably compare EZ-D to the failed DIVX format, the company has been quick to stress this is not a rival format, simply a convenient alternative to the rental store and has not been designed to replace or supplant the billion dollar DVD sell-through business. Developed in conjunction with GE Plastics, the technology is the same used by MGM last year for its 20-minute Die Another Day promotional disc, Flexiplay plans to make the EZ-D discs via supermarkets, drugstores, convenience stores and other nontraditional retail outlets.

For the product launch, Flexplay is teaming up with Buena Vista Home Entertainment to release eight initial titles: Signs, The Recruit, The Hot Chick, 25th Hour, Frida, Equilibrium, Heaven and Rabbit-Proof Fence. All EZ-Ds require no special player or enhancements and will be devoid of extras, although technically they could offer all of the features of any standard DVD release. Retail is expected to be in the $6.95 range, with more titles due every month after the initial launch.

Note that Flexplay has issued a press release (http://www.dvdfile.com/news/web_wire/press_release/launches/ezd.html) heralding the launch, although Buena Vista Home Entertainment themselves has remained mum and issued no official statement on EZ-D. However, sources at Buena Vista have indicated that their support for "traditional" DVD has not wavered and that they are simply allowing Flexplay to license titles for the test run to gauge consumer interest. And surprisingly, there are no plans to issue EZ-D discs before the release of the companion DVD sell-through title, as many DVD enthusiasts have worried. With the format such a enormous cash cow for the studios, it seems the EZ-D format poses no threat to established release patterns... but as always, watch this space for further coverage.

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For $20/mo, I'd have to be able to see 7 movies a month to break even on my local mom+pop shop -- even more if I wanted to drive 10 minutes to the Dollar Video (which now charges $1.50/night; up from the buck when I started) -- but the point is laziness, not money management. :-)

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I guess they really do want this to be a 2nd round of DIVX! Say goodbye to this technology.

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I'm just counting the minutes until they try to sell self-destructing lollipops to kids visiting "the Happiest Place on Earth".

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Edited by - ultradamno on 11/13/2004 2:27:45 PM

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