Divx debut in limited rollout
The one-use DVD technology finally launches in test markets in California and Virginia, with a full rollout expected this fall.
The one-use DVD technology has finally launched in test markets in California and Virginia, with a full rollout expected this fall. This is a crucial moment for Divx, as users will determine whether the format is as impractical and unrealistic as its critics contend, or as convenient and revolutionary as its proponents proselytize.
The technology, which immediately caused a furor among early DVD adopters when it was announced last fall, was released today, along with a Divx player by Zenith and 50 titles. The company previously announced a $100 million marketing campaign to start sometime this summer.
Divx is a limited-use consumer DVD format for rental markets developed by Circuit City and Digital Video Express. Consumers buy a disc for about $4.50 and can play it at any time on their Divx player. However, once the disc is played for the first time, the clock starts ticking: Divx discs are only usable for 48 hours after the first playback.
The Zenith Divx player announced today has an estimated retail price of $499, while entry-level DVD-ROM players are going for about $399, according to Ted Pine, an analyst at InfoTech Research. Older DVD players cost as little as $250.
The test launch of Divx has been delayed twice due to limited content.