It’s one of those ideas that you wish you had thought of yourself. It’s not rocket science to make the connection. It’s been a while since the music industry took an interest in talent, entertainment, or – well – music, to be frank. Instead, the music industry sees its future in pushing little discs of plastic. Many, many little discs of plastic.
So, why not use little discs of plastic to push further little discs of plastic?
About 16 months ago, Mr. Arnold, a co-founder and former chief executive of the WebMD Corporation, was visiting Los Angeles when a colleague showed him a lid for a 34-ounce plastic soda cup. Tucked inside a transparent pocket were several coupons offered to customers at a convenience store. Mr. Arnold said he was dumbfounded.
“I said, ‘Forget the coupons. What if this was entertainment? What if it was music on CD’s or movies on DVD’s or games?’ ” Mr. Arnold said. “I thought, ‘If this was entertainment, this could be a blowout.’ “
Actually, it’s kind of a nifty idea. Spend the extra quarter for a large drink at the local McFood-Like and take home a new hot single – or go see the latest Hollywood knock-off of a popular TV show and actually get an episode of the TV show with your drink and popcorn. The potential to push plastic is phenomenal. And it’s all sewn up in one company – LidRock has ownership of 19 different patents, which they claim makes them the sole providers of such a service. So the independent labels will have to do what they always do. Depend on word of mouth and sales at the local college music store.
On a final note, Mr. Arnold is a little bit ambitious.
Mr. Arnold has an even bigger goal: selling movies in a soda lid. He said he is considering either older films on DVD’s in the lids or a first-run movie that would “self-destruct” after 60 hours.
“The technology’s out there,” Mr. Arnold said.
Yeah. Keep dreaming. Older films? Fantastic. I love it. That way, maybe I’ll actually feel like my eight bucks actually got me something when I walk out of a showing of FeardotCom’s next incarnation. But first-run films that “self-destruct” after 60 hours? With the MPAA’s vicious pursuit of fileswappers, it’s highly unlikely that they’d allow computer hackers 60 hours to find a way to crack the disc’s copy protection and get a pristine digital copy of a first-run film.
And even then, there’s the matter of the consumers. Sure the technology exists to create a time-limited DVD. It was called “DIVX” (not the video codec), and it died a painful, messy death in the market. Because the general feeling among consumers is that when you buy something, you should actually get something. Something more than a useless disc of plastic that once held viable content. And, oddly enough, we expect the same when we get given something. A destroyed DVD isn’t even worth an AOL floppy in today’s market.
Is it going to catch on? Maybe the CD singles will, or the older movies on DVD – not too certain about the time-limited DVD’s. Whatever the outcome, however, there’s two things that are certain.
First, the consumers are going to see prices skyrocket with all of this so-called “added value” (I got charged a buck extra and got a Britney Spears single. Yay). Second, somebody’s going to get awfully rich from pushing all that plastic – and it probably won’t be the artists.