Flexplay

Flexplay is a trademark for a discontinued DVD-compatible optical video disc format with a time-limited (usually 48-hour) playback. They are often described as "self-destructing", although the disc merely turns black or dark red and does not physically disintegrate. The technology launched in August 2003 as a joint-venture with Disney's Buena Vista Home Entertainment under the name eZ-D. The Flexplay concept was invented by two professors, Yannis Bakos and Erik Brynjolfsson, who founded Flexplay Technologies in 1999. The technology was developed by Flexplay Technologies and General Electric.

==Origins== The technology was originally intended as an alternative means for the short-term rental of newly released movies. Since the disc is capable of being used in any standard DVD player, the manufacturers hoped that it would succeed where other time-limited DVD technologies, such as DIVX, failed. Test marketing of eZ-D discs began in August 2003, but was canceled early when consumers rejected the concept. Owing to fears of cannibalizing DVD sales, movies were made available on eZ-D between 2 months and several years after being released on DVD and were priced at US$6.99, both factors that significantly limited consumer demand.