UK punters should brace themselves for the release of Hollywood-backed Digital Copy, a scheme that cinema studios hope will convince people not to copy movie DVDs to their hard drives and share them with peer to peer partners over the web.
"Digital Copy", which was launch last year in the US, will allow you to download movies straight to their computers, iPod or any portable media players, legally of course.
There's one movie - What Happens in Vegas - which offers this promising technology and while the number of times the customers will be able to download the movies is limited, it is still a good improvement on previous attempts to prevent users from downloading their movies to several platforms altogether.
There are a number of flaws to this strategy though. Firstly, "Digital Copy" will not apply to DVDs that have already been purchased which means that you might have to purchase yet another special edition DVD in order to get the "privilege" of downloading the movie; that kind of defeat the purpose.
Secondly, there are only a very limited number of DVDs that are currently offered under the "Digital Copy" banner which greatly reduces the appeal of the solution.
Thirdly, Digital Copy actually clashes with other buy-to-own movie schemes out there such as Lovefilm's or Filmon's.
And then, there's the immutable fact that people watch any movies only a coupe of times at most and then follow up over an extended period.