For the time being, let’s ignore the environmental implications of mass-marketed self-destructing DVDs. Let’s also ignore the fact that this is starting with some low-budget indie movies. Those things ignored, I think the business plan is a remarkably good idea.

Tell me, if you could get a 48-hour DVD of something like The Incredibles the day it comes out and watch it at home, would you do that instead of going to the movie theater? Call it hyperbole if you must, but I think this could revolutionize movie marketing.

On the other hand, piracy? Selling one DVD at $5 (or even at $10 or 20) instead of several nine-dollar tickets? The loss of snack bar profits for the theaters? If this ever happens on a wide scale, it won’t be for a long while.