Once upon a time we lived in a world where you could rip a DVD that you purchased to your personal computer and use it pretty much however you pleased. When piracy became a bigger issue that when people learned how to make moonshine, the entertainment industry struck back and we were all introduced to DRM or Digital Rights Management which makes it damn near impossible do anything short of simply pressing "play" on our digital media (providing that you use required DRM compatible devices). Juno's DVD release today is a little bit different and it brings back some fond memories because it features "Digital Copy" technology. Movie bluffs will be able to purchase a two-disc special edition of the film today that can be uploaded to the owner's computer or portable media player. Imagine going to the gym and being able to watch Juno on your iPod Nano whilst carrying out your usual cardio routine. Wherever or however you may choose to watch the film, Digital Copy sounds promising and I think that it may be a great way to boost DVD sales. There definitely needs to be stronger PR efforts to get the word out about this feature because I doubt many people are aware that it exists. I've seen the commercial advertising Digital Copy, but think it should be advertised on consumer electronics retail websites and social networking sites which facilitate mass communication.UPDATE: A free Juno "gift" was made available on facebook Tuesday to generate publicity for the DVD release of the movie, however, there was no mention of Digital Copy. Why doesn't anyone listen to me?!
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