Picks and Pans Review: This DVD Will Self-Destruct in 48 Hours
WHY "To eliminate late fees," says Jeffrey Arnold, CEO of distributor Flexplay, who hopes eventually to sell rental-priced, disposable DVDs at video stores, retailers and even coffee shops for "the cost of a latte."
HOW IT WORKS After opening, the chemically coated disc fades to black after two days.
WHAT YOU CAN SEE Noel, a holiday drama starring Susan Sarandon, can be purchased on Amazon.com for $4.99 starting Nov. 17. (Several Disney titles have also been test-marketed at stores.) "Maybe it can generate buzz," says Noel director Chazz Palminteri, whose film also opens in theaters Nov. 12 and will air on TNT Nov. 28. "You have to get creative."