This is from CNN.com...

New technology designed to thwart DVD theft makes discs unplayable until they're activated at the cash register.

A chip smaller than the head of a pin is placed onto a DVD along with a thin coating that blocks a DVD player from reading critical information on the disc. At the register, the chip is activated and sends an electrical pulse through the coating, turning it clear and making the disc playable.

The radio frequency identification chip is made by NXP Semiconductors, based in the Netherlands, and the Radio Frequency Activation technology comes from Kestrel Wireless Inc., based in Emeryville.

The two companies are talking to Hollywood studios and expect to announce deals this summer, Kestrel Wireless Chief Executive Paul Atkinson said.

The companies said their technology also can be used to protect electric shavers, ink jet cartridges, flash memory drives and even flat-screen TV sets by preventing some critical element from functioning unless activated.

Retail theft of entertainment products, including video games, accounts for as much as $400 million in annual losses, according to the Entertainment Merchants Association.

Many retailers now keep consumer-entertainment products behind glass cases, but that can inhibit browsing. With technology that renders stolen products useless, retailers could display items openly, thus encouraging more sales, said Mark Fisher, vice president for strategic initiatives at the EMA.

"It will also get product into a lot more outlets that are afraid of theft, including grocers," Fisher said.

And who wants to guess how quickly we will find that some players won't play the DVDs.



There are standards for the format of dvds for a reason..

It's an idea but there are problems. I hate stores that take the disks and stick them in cardboard sleeves, this might replace that. As I read it the disk, after treatment, is the same as any other so any player will play it. It also looks like the signal will be universal; so if you so end up with an uncancelled one, I am sure a friendly local store could help you out to avoid cross Atlantic issues. The studios could still do unchipped ones for mail order suppliers anyway if they chose.

It will still be a PITA if a store forgets and you don't realise until you settle down to watch. I am sure the protocol will get hacked or the kit just stolen, so it won't stop people who steal a whole warehouse full but the usual shop lifter will probably not go to the trouble BUT if they have stolen to sell then they won't care because it's the person buying who will want to play it.

Quoting Graveworm:

Quote:
It's an idea but there are problems. I hate stores that take the disks and stick them in cardboard sleeves, this might replace that. As I read it the disk, after treatment, is the same as any other so any player will play it. It also looks like the signal will be universal; so if you so end up with an uncancelled one, I am sure a friendly local store could help you out to avoid cross Atlantic issues. The studios could still do unchipped ones for mail order suppliers anyway if they chose.

It will still be a PITA if a store forgets and you don't realise until you settle down to watch. I am sure the protocol will get hacked or the kit just stolen, so it won't stop people who steal a whole warehouse full but the usual shop lifter will probably not go to the trouble BUT if they have stolen to sell then they won't care because it's the person buying who will want to play it.

Also, what if that "substance" suddenly decides to go opaque again for some reason.  I'm sure they won't have tested this against everything it may come in contact with.

I hear Skips on DVDs prevent theft too.

Quoting 8ballMax:

Quote:
That's just what we need  .  Imagine some bored teenager decides to have some fun and gets hold of the frequency used to activate/deactivate the chips and starts driving through neighborhoods deactivating everyone's DVDs and other devices.  Wouldn't that be a gas .

Really.  Although, he would have to boost the signal strength quite a bit, since those RFID tags typically don't work farther than a couple of feet, such as walking through a door scanner, etc.