This morning Warner Bros. announced that it would be turning some of their popular movies into applications. The move will turn movie downloads into a quasi-free model where users can download an application to get a bunch of preview content (including scores, film previews, and other extra features), then let users decide if they want to purchase the movie through an in-app purchase.
The delivery mechanism is interesting. It’s a step in the right direction for the studios, and it’s the perfect marketing ploy. Studios clearly think that if they get extras into potential customers’ hands, said customers will purchase films. Think of it as a video-store for the new generation. Instead of perusing film cases and reading film synopses off the back cover at Blockbuster, potential customers will now get the same experience in-app. But, that’s where this potentially good idea ends.
New dress, same DRM BS
Purchasing the movie in-app will allow you to stream the film over WiFi or 3G, as well as download the movie for offline playback. The purchase will also unlock a host of other extras that come with the films. But, it’s not all roses, sunshine, and lollipops, as films will be locked within applications. That means you won’t be able to transfer your films to a computer to watch later, or share it with a friend. The movie applications currently don’t support AirPlay, but according to The Apple Blog, it looks like it might in the future.
If you thought DRM was terrible before, this ties consumers hands in more ways than traditional DRM.
What started off as a good idea, now sounds a lot like a giant pile of fail. I get that digital downloads are redefining media delivery paradigms, but that’s no excuse for trying to find new ways to lock people down further. If I’m paying $18.99 for a film in Canada, I’m not going to be forced into watching a film on my iPad. I want to watch it wherever I want, and if I don’t have that option, I’m not going to buy your film. End. Of. Story.
As comfortable as the chair above looks, I don’t want to watch my movies that way, and I certainly don’t want my media tied to one device. It’s 2011 Warner Bros.—it’s time to get with the program.
Article Via The Apple Blog