In 2003 Disney began a trial program to sell disposable DVDs that became unplayable 48 hours after the packaging was opened. The discs, dubbed EZ-D by their developer, Flexplay, were an unqualified failure and the trial was cancelled after less than a year. Despite claims to the contrary from Convex Group, who bought Flexplay around the time the Disney trial ended, most people considered it a dead product. However Flexplay's critics were apparently a little premature in writing off the technology. Flexplay DVDs, notably lacking any Disney movies, will be available from office supply retailer Staples.
Although lacking the high visibility they enjoyed while the Disney trial program was in place, the EZ-D format has already made a quiet comeback of sorts. In 2005 Flexplay licensed the technology to a Japanese company, and they're currently available from kiosks in some US airports. This time around the discs feature movies from Warner Home Video, New Line Home Entertainment, Paramount Home Entertainment, and DreamWorks.
One of the key complaints about the earlier Disney DVDs was the $7 pricetag for the equivalent of a rental. At the time the rationale given was the convenience of not having to return the discs to a store. Unfortunately for Flexplay that amounted to a solution without a problem as Netflix, and later Blockbuster, had already found a way to eliminate due dates without charging $7 for each rental. It also became something of a public relations nightmare as the public became concerned about EZ-D DVDs piling up in landfills.
Flexplay has reportedly lowered prices in order to compete with both traditional and newer online DVD rental operations. They've also put some thought into the question of recycling. Retailers will double as collection points for the discs, and you can already request a pre-paid return mailer from the Flexplay website.
Of course the question remains, what need do disposable DVDs actually fill? If past performance is any indication the answer isn't promising for Flexplay.
One of the key complaints about the earlier Disney DVDs was the $7 pricetag for the equivalent of a rental. At the time the rationale given was the convenience of not having to return the discs to a store. Unfortunately for Flexplay that amounted to a solution without a problem as Netflix, and later Blockbuster, had already found a way to eliminate due dates without charging $7 for each rental. It also became something of a public relations nightmare as the public became concerned about EZ-D DVDs piling up in landfills.
Flexplay has reportedly lowered prices in order to compete with both traditional and newer online DVD rental operations. They've also put some thought into the question of recycling. Retailers will double as collection points for the discs, and you can already request a pre-paid return mailer from the Flexplay website.
Of course the question remains, what need do disposable DVDs actually fill? If past performance is any indication the answer isn't promising for Flexplay.
