SUBMITTED BY Fred Hill
November 16, 2002 — MGM is using new technology
by Flexplay Technologies
with some promo Die Another Day DVDs. It seems once you open the package they
re in you only have 36 hours to view the material.
A clever marketing gimmick for MGM's James Bond juggernaut is providing
a high-profile demo for a new technology that could create markets for promotional
and rental DVDs.
MGM used Flexplay Technologies' special DVDs for 5,000 promo discs mailed
out this week with about 25 minutes of material from Die Another Day, which
opens Nov. 22 in theaters. The Bond mailer warns that "once removed from
its packaging, the DVD will self-destruct in 36 hours!"
The line might have been better used by Paramount for marketing Mission:
Impossible. Still, the technology allows MGM to send the music video of Madonna's
theme song along with numerous featurettes about the film's cars, crew, gadgets
and more without undercutting their long-term value for inclusion in the movie's
inevitably huge DVD release next year...
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