Staples and Self-Destructing DVDs
We’re not sure which executive at Staples, the Framingham-based office supplies retailer, signed on to this scheme, but he or she deserves to spend a week sorting paper clips. Starting this Sunday, Staples will begin carrying “No-Return” DVDs in its 1,500 stores nation-wide.
The DVDs — produced by Flexplay Entertainment, which was founded by MIT professor Erik Brynjolfsson — are rigged so that exposure to oxygen sets off a slow chemical reaction rendering them unusable 48 hours after removing it from the vacuum-sealed package.
Now, we’re not in the business of making predictions about the viability of obviously ill-fated schemes, but back in 2003, Flexplay’s time-limited DVDs popped up in grocery stores, 7-Elevens, and Papa John’s outfits, where they demonstrated a remarkable inability to attract any consumers—and that was before the Netflix boom. What is the appeal of driving anywhere to pay $4.99 for a DVD that will self-destruct? (more…)
We’re not sure which executive at Staples, the Framingham-based office supplies retailer, signed on to this scheme, but he or she deserves to spend a week sorting paper clips. Starting this Sunday, Staples will begin carrying “No-Return” DVDs in its 1,500 stores nation-wide.
The DVDs — produced by Flexplay Entertainment, which was founded by MIT professor Erik Brynjolfsson — are rigged so that exposure to oxygen sets off a slow chemical reaction rendering them unusable 48 hours after removing it from the vacuum-sealed package.
Now, we’re not in the business of making predictions about the viability of obviously ill-fated schemes, but back in 2003, Flexplay’s time-limited DVDs popped up in grocery stores, 7-Elevens, and Papa John’s outfits, where they demonstrated a remarkable inability to attract any consumers—and that was before the Netflix boom. What is the appeal of driving anywhere to pay $4.99 for a DVD that will self-destruct? (more…)

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