IBM Patents In-DVD Advertisements, Aims for Rental Market
November 27, 2007 11:38 AM
IBM's plans make some fans of rental movies queasy
You microwave your popcorn, you curl up on your couch and you fire up the latest DVD release, hot out of your local movie rental joint. As the story begins to take off, all of a sudden the movie freezes. There is no more movie, just a blaring commercial filling your screen. You blink in confusion, wondering what just happened. You reach for the remote, but you cannot fast forward through this commercial. Only after a few long moments does your movie resume. Over the course of the movie, you are forced to endure this process multiple times.
This is the concept behind a
new patent application
from IBM, which is either a genius business ploy or maniacally evil abuse of the consumer, depending on how you choose to look at it.
The patent details a scheme where the user could rent and purchase movies at either a standard rate, with commercial interruption, or pay a few extra dollars to avoid the annoyances. When a DVD is inserted into a player, the player will automatically check if it is commercial-loaded or commercial-free. If it is the commercial-loaded version it will either play embedded ads on the disc over the course of the movie, or connect to the internet to download new ads to embed in real-time into the film.
Though not exactly trumpeted by IBM, the patent, if granted could seriously shake up the movie industry.
Could the result be a miracle or would it be a disaster for all parties involved? The possible results from such a technology could be a very intriguing observation on human behavior, and the mindset of the average modern consumer.
On the one hand it could be a win-win situation for consumers and the film business. Movie studios could make a bit of much needed extra cash from advertisers or customers willing to pony up the extra fee for the ad-free content. Consumers might like it as they might be able to save a couple of dollars on the versions with ads, and it might not be worse than watching a tv show, if properly timed. Imagine renting new movies for $2.99 instead of $3.99 -- it is attractive proposition, despite the downsides. And movie studios could elect to front-load the advertisements, as is done in the theater to make sure the consumer sees them, but to provide less interruption.
On the other hand it could be seen as intrusive, and greedy in the consumer eyes and cut into sales and rentals, erasing any potential profit gains. Movie studios could implement the feature sloppily and ruin the watcher's experience and turn them off. They could also elect to ad commercials to releases of the current price and only have a higher priced version without them. And advertising companies might get poor reception from consumers who go to their fridge to get a soda or beer whenever the commercial comes on.
This technology poses a question similar to Fox and NBC's
buzz-generating free TV episode online service
, detailed at
, which includes embedded ads, similar to a traditional TV broadcast. However this technology goes one step further, by seeking to introduce ads into a niche they did not typically occupy. How these technologies, and others, such as
Walgreen's new DVD burning kiosks
, will effect the lives of movie lovers is yet to be seen, but it almost certain that they will bear an effect.
"Well, we didn't have anyone in line that got shot waiting for our system." -- Nintendo of America Vice President Perrin Kaplan
NBC and Fox Go Hulu-ing Together
November 1, 2007, 11:19 AM
Walgreens to Offer Movie Burning Kiosks Next Year
October 29, 2007, 3:50 PM
Not All the High-Tech Jobs Are in California
August 4, 2016, 8:29 PM
Google's Gleaming Glass HQ Gets Mountain View Snub, LinkedIn Gets the Love
May 7, 2015, 6:58 AM
Tech's Tax Day Fortunate Few: Qualcomm, Xerox, GE, et al. Pay Little or No Taxes
April 15, 2015, 11:30 AM
LinkNYC Terminals to Blanket New York City With Free WiFi, Free Calls, and Ads
November 17, 2014, 6:50 PM
Microsoft is Open-Sourcing Most of .NET, Adding OS X and Linux Support
November 12, 2014, 8:27 PM
Home Depot Lost 53 Million Emails, Blames Windows, Buys Execs New Macs
November 9, 2014, 5:00 PM
Most Popular Articles
Car Insurance - The Hidden Discriminatory Practise
October 18, 2016, 5:00 AM
Is Razer Blade Stealth Laptop For You?
October 16, 2016, 5:00 AM
Cyber Hackers Threaten Security of Lifesaving Medical Devices
October 19, 2016, 8:09 AM
Excellent Wi-Fi Camera - Panasonic Lumix DMC-FZ300K
October 18, 2016, 5:00 AM
Problems with Windows 10 – Update Now
October 15, 2016, 7:30 AM
Latest Blog Posts
MacBoo Pro 2016: Release date Oct. 27
Oct 24, 2016, 7:16 AM
Mac Users, Try this if Your Mac is Infected?
Oct 23, 2016, 7:00 AM
Tips to Prevent Smartphones From Overheating:
Oct 22, 2016, 5:00 AM
Nasa Flies Drones at Nevada Airport
Oct 21, 2016, 8:21 AM
T-Mobile Data Problems
Oct 20, 2016, 10:17 AM
Annoying Apple Watch Problems and How to Fix Them
Oct 20, 2016, 5:00 AM
Your Mail May Soon Be Delivered By Robot
Oct 19, 2016, 9:34 AM
2018 Jeep Wrangler Prototype Sells At Junkyard
Oct 18, 2016, 5:00 AM
Samsung Shines with Gold Edition Tablet
Oct 17, 2016, 9:24 AM
Tesla Hints Mysterious Product Debut for October 17th
Oct 16, 2016, 10:14 AM
Samsung Galaxy Note 7 Phones on US flights
Oct 15, 2016, 5:00 AM
Comcast Fined $2.3 Million For Unconfirmed Services Charged To Customers
Oct 14, 2016, 5:00 AM
“American singer / songwriter “Bob Dylan is awarded 2016 Nobel Prize in Literature.
Oct 13, 2016, 10:33 AM
Battery Defect in Medical Device
Oct 12, 2016, 5:00 AM
IBM Bolsters Social Services Sector With Technology Grants
Oct 11, 2016, 5:00 AM
Scientists Sound Alarm on Climate but US Still Toys With Skepticism
Oct 10, 2016, 5:00 AM
IMEX America Trade Show
Oct 9, 2016, 10:00 AM
Phone Wars – Google VS Samsung Free Gifts on Purchase
Oct 6, 2016, 5:00 AM
More Blog Posts
Copyright 2016 DailyTech LLC. -
Terms, Conditions & Privacy Information