From wired.com :
LOS ANGELES – This disc will self-destruct in 48 hours. That is the warning Walt Disney will issue this August when it begins to “rent” DVDs that after two days become unplayable and do not have to be returned.
Disney home-video unit Buena Vista Home Entertainment will launch a pilot movie rental program in August that uses the self-destruction technology, the company said on Friday.
The discs stop working when a process similar to rusting makes them unreadable. The discs start off red, but when they are taken out of the package, exposure to oxygen turns the coating black and makes it impenetrable by a DVD laser.
Buena Vista hopes the technology will let it crack a wider rental market, since it can sell the DVDs in stores or almost anywhere without setting up a system to get the discs back.
The discs work perfectly for the two-day viewing window, said Flexplay Technologies, the private company which developed the technology using material from General Electric.
The technology cannot be hacked by programmers who would want to view the disc longer because the mechanism which closes the viewing window is chemical and has nothing to do with computer technology.
However, the disc can be copied within 48 hours, since it works like any other DVD during that window.
Buena Vista did not disclose pricing plans but said the discs, dubbed EZ-D, would be available in August in select markets with recent releases including The Recruit, The Hot Chick and Signs.
Oh well, the things some people will think to protect their products …
Somehow though, i am missing the way one could do such a thing and still make money out of it … unless they rent these DVDs at a price one could just buy them.