IBM patent could pause your DVD movie for Ads

Imagine this scenario. You've just received the latest Hollywood blockbuster in the mail from the DVD rental service of your choice. You've popped the popcorn, poured a tall glass of your favorite beverage, and settled back to watch the film on your flatscreen TV. 15 minutes or so into the movie—right as the action is building to a crescendo—the movie fades to a commercial. For the next minute, you're forced to watch the commercial as the fast-forward button has suddenly stopped working. The unhappy experience is repeated two or three more times before the movie ends. The only way to avoid the interruption is to pay another buck or two to the company you rented from.

That's the scenario envisioned in a patent application filed by IBM (and dug up by Zatz Not Funny!). When DVDs are inserted for playback, the disc would check to see if the viewer had purchased the ad-free version or the (presumably) lower-priced version with unskippable commercials. If it's the latter, the disc player would phone home to an online service to download commercials or play ads embedded on the discs themselves.

View: Full Article @ Ars.

Report a problem with article
Previous Story

WinBubble, Customize and tweak your Windows Vista easily

Next Story

Windows Is 22 Years Old

63 Comments

Commenting is disabled on this article.

kouhii00 said,
it better not make it into porn videos....... :mad:

oh, trust me they will. worst, they will placed the ads at the climatic (tee hee) moments.

Why is everyone crying about consumer rights, they are only talking about rented movies. I don't see how doing this with rented movies is going to cause a real increase in piracy.

Well, if this does happen, goodbye Blockbuster. They're already not doing that well and this will just put a final nail in their coffin. I know I won't even bother renting at that point.

What a crock! I wont use such a product. Man people really need to get of their asses and physically do something about all this crap. Don't buy any products related to this, and tell everyone around you not to do so as well. Cuz ther are more than a countable number of idiots that think this is ok...

DJ Specs said,
What a crock! I wont use such a product. Man people really need to get of their asses and physically do something about all this crap. Don't buy any products related to this, and tell everyone around you not to do so as well. Cuz ther are more than a countable number of idiots that think this is ok...

I totally agree with you. WE need to start doing something about it!

I try to avoid the movies because of their high price popcorn and coke, and the damn ads before the movie! In the past they only showed trailers! I mean WTF??? I pay to see the movie not a goddamn ad. They are making money off of this advertising, yet the price of the tickets keep rising!

But people only give lip service then continue to support them like sheep (I cite an example in SA. Here we have ridiculously high car prices, and dealers have been caught price fixing. Most people I know all complain about the high prices, yet they all go out and buy new cars. I am happy to stick to my old car, just so that the car manufacturers have one less sale. ). I will NEVER buy a dvd like this. And I will encourage EVERYONE I know not to.

The other thing that ****es me off is the in-game ads. I see this is becoming more prevalent. Yet the game prices stay the same...Looks like I will be gaming a lot less in the future... :cry:

Edit: Seems like there is already a thread about in-game ads

Can I help? It's in need of a serious overhaul. Step one, ask a bunch of basic questions before it lets you on, and if you fail, you aren't allowed on the new internet.

Helba said,
That is ridiculous.

I'm sick of advertisement as it is.

I'm going to go build my own internet.

With blackjack? And hookers? In fact...how about we just forget about the internet?

I guess I'm not an average consumer then. See I'm not really affected by all these advertisements - yes I get magazines and read and all, but I buy things based off of CONSUMER OPINION/REVIEWS not marketing. iPone, yeah, cool, but compared to my regular phone and my MP3 player what does it offer? a little innovation which *might* help.

I make informed decisions, which is why i almost NEVER buy retail items - way to expensive and salesmen just P-me off with their lack of knowledge.

If companies spent this money on R&D instead of marketing, think how much more advanced we could be?

I rented a movie the other week from Icon entertainment. No word of a lie on this, there were 30 minutes of previews and I could not, I repeat, COULD NOT flick through them, it disabled all my DVD functions. I had no choice but to sit through the 30 minutes of previews to watch the movie. I believe it was "The Darwin Awards"...

It's bad enough they hijack my DVD player to preach to me about pirating when I've already bought/rented my DVD, but now they want to hijack 30 minutes of my time before letting me watch the movie that I paid good money for?

Its coming to a sad state of affairs, and they wonder why people pirate! After I buy DVD's a make a copy of every one stripping out menus, adds, previews, and all the crap. I paid to see the movie, not the other junk. Want to stop piracy? Get rid of rental places. Here we can rent up to 10 DVDs for a dollar each, including new releases on Tuesdays. You don't think that promotes piracy? I'm not saying it will eliminate it, but surely it would lower it.

But for the love of god, please stop hijacking my DVD player, it's mine, I paid for it. Would you appreciate it if you paid me to make you dinner and I forced you to sit through 30 minutes of lectures on morality before I got to the food? No. Not only that, isn't taking control of someone elses equipment considered malware/adware/trojan (something to that effect) in which case it would be illegal, no?

CrimsonBetrayal said,
I rented a movie the other week from Icon entertainment. No word of a lie on this, there were 30 minutes of previews and I could not, I repeat, COULD NOT flick through them, it disabled all my DVD functions. I had no choice but to sit through the 30 minutes of previews to watch the movie. I believe it was "The Darwin Awards"...

It's bad enough they hijack my DVD player to preach to me about pirating when I've already bought/rented my DVD, but now they want to hijack 30 minutes of my time before letting me watch the movie that I paid good money for?

Its coming to a sad state of affairs, and they wonder why people pirate! After I buy DVD's a make a copy of every one stripping out menus, adds, previews, and all the crap. I paid to see the movie, not the other junk. Want to stop piracy? Get rid of rental places. Here we can rent up to 10 DVDs for a dollar each, including new releases on Tuesdays. You don't think that promotes piracy? I'm not saying it will eliminate it, but surely it would lower it.

But for the love of god, please stop hijacking my DVD player, it's mine, I paid for it. Would you appreciate it if you paid me to make you dinner and I forced you to sit through 30 minutes of lectures on morality before I got to the food? No. Not only that, isn't taking control of someone elses equipment considered malware/adware/trojan (something to that effect) in which case it would be illegal, no?

Agreed!

Luckily for websites, the ads companies are still thinking they will get tons of money by advertising, but thousands of people around the glob use software to block them.

Same will happen if this type of dvd's ever see the light of day. Either by firmware, software or by not renting the, this won't turn into money for both renters and IBM.

That's what you get when everybody wants everything for free. You get it and here's the result. What some of you don't seem to understand is that this is actually something that people encourage because they don't want to spend money on anything. IBM wouldn't invest in that sort of thing if nobody was going to accept it. I don't know if you noticed it but Neowin itself is ad-supported, this way, none of us have to pay for what it costs to run these servers.

Neowin may be ad supported, but the difference is that it does not post a giant java full screen add over the content I am reading every 2 minutes that I have to stare at for 10 seconds before continuing my read. The fact that they are talking about forcing me to watch a commercial in the middle of my home viewing experience is intrusive and inconsiderate. I love neowin, but if they were ever to do something like what I mentioned above I would never come here.

And lets not forget, that these dvd's are already 20 (30 for BD) if everyone in NYC bought 1 copy that is over 20 Million dollars for 1 movie (30 Million for BD) lets not forget movie sales and the like. I mean seriously dont they make enough money? Movies opening weekend now gross over $100,000,000, what more do they need us to pay for? Why do they need to advertise on something that we've already paid for? as if there arent enough mediums that are already advertised on. Lest we forget the art of Product Placement in movies now.. before you know it its going to be like Truman show, actors will talk about how great a product is in the middle of the movie, it will be worked into the dialog for advertisment.

The whole concept is intrusive and rediculous.

Patchou said,
That's what you get when everybody wants everything for free. You get it and here's the result. What some of you don't seem to understand is that this is actually something that people encourage because they don't want to spend money on anything. IBM wouldn't invest in that sort of thing if nobody was going to accept it. I don't know if you noticed it but Neowin itself is ad-supported, this way, none of us have to pay for what it costs to run these servers.

Patchou said,
That's what you get when everybody wants everything for free. You get it and here's the result. What some of you don't seem to understand is that this is actually something that people encourage because they don't want to spend money on anything. IBM wouldn't invest in that sort of thing if nobody was going to accept it. I don't know if you noticed it but Neowin itself is ad-supported, this way, none of us have to pay for what it costs to run these servers.

they dont' want to spend money on anything, but yet still charge us $25 for a dvd..... they want their cake and to eat it, plus 5 of the consumer's cakes too

if neowin had those "redirect" ads that inturupt your browsing from page to page, then not nearly as many people would come here

if they sold this for less than regular price, and not raise the price of what movies are currently at, then sure that's fine. but we all know that they'll price these as regular and up the price of regular dvds to a "premium" price. and that's not ok

Factored firmwares coming out...
Where are all the consumer rights?

The guy that posted about ads in theaters is right, just the other day i watched about 20 min of commercials. I just hate it.

If this type of dvd's ever come out, people will cease to rent them and will begin to get pirated copies or watch online streaming or something else.

The worst part of it is that i have always thought that zillions of ads and commercials that costs billions are really not helping the big companies to get money from consumers like they want. So why not stop this and make another approach to consumers...?

Why are so many of you upset with this? They clearly say there will be 2 version available. 1 lower priced dvd with the ads and 1 without ads that sells for normal price.
Too many people just read the headline and thats it.

DO you pay for TV that's broadcast over the air waves? Or do the ad cover the cost of bringing you the programs you wish to watch? If they do release these DVDs with ads, they might as well be free.

Can you watch those shows at any given time without having to subscribe to another service? Or use another piece of hardware like tivo? No.

RAID 0 said,
DO you pay for TV that's broadcast over the air waves? Or do the ad cover the cost of bringing you the programs you wish to watch? If they do release these DVDs with ads, they might as well be free.

the problem is that these dvd's with ads on them wont be cheaper, they will likely be the same price as what we pay now. Then you will pay a "Premium" price to get the ad-free version of the release. All it is is a way for money grubbing companies to stiff the people that PAY for their dvd's as opposed to the people who pirate them. In the end, as stated above, all it will do is increase piracy. Why should I pay 20$ for a dvd with ads, that I will then have to take time to strip out the ads so I can watch the movie I paid for without an IBM commercial in the middle when I can just download and burn for free....

I used to be a "I dont copy/rip dvd's" kinda person, but if something like this comes out, sadly I wont be contributing to the fat deep pocketed ******* hording my hard earned money away to line their pockets with a few extra bucks because they charge too much for an overpriced piece of plastic anyways.

plan-9 said,
Can you watch those shows at any given time without having to subscribe to another service? Or use another piece of hardware like tivo? No.


plan-9 said,
Can you watch those shows at any given time without having to subscribe to another service? Or use another piece of hardware like tivo? No.

I'm sorry, I really don't understand your point. If you're saying that I need extra hardware to watch movies.. then.. don't you need a TV and electricity also, not just TiVo? You didn't catch the part where I said: BRODCAST OVER THE AIRWAVES, IE. FREE TV.

Ogmius said,
the problem is that these dvd's with ads on them wont be cheaper, they will likely be the same price as what we pay now. Then you will pay a "Premium" price to get the ad-free version of the release. All it is is a way for money grubbing companies to stiff the people that PAY for their dvd's as opposed to the people who pirate them. In the end, as stated above, all it will do is increase piracy. Why should I pay 20$ for a dvd with ads, that I will then have to take time to strip out the ads so I can watch the movie I paid for without an IBM commercial in the middle when I can just download and burn for free....

Looks like we're on the same page

Everyone who works in marketing, to push crap like this, is going straight to hell. dont pass Go, dont collect $200, just straight to hell.

Nice. I hope they can get around my firewall's "deny all out from 10.10.32.xyz, log all" rule. If so, I wonder if the patent covered how the player expects to phone home once I've filled the network port with epoxy and soldered a metal plate over it.

Computers get Internet access in my house. Not DVD players. Not TVs. Not game machines. It was only after a week of extensive research that I even allowed wireless access to the Wii after I was satisfied that Nintendo wasn't going to spy on anything or do anything nefarious because frankly, I trust them about as much as any other tech company, which is hardly at all. And no Xbox or Playstation (i.e. product from companies with histories of remotely disabling hardware/software or, in Sony's case, infecting customer PCs with rootkits) will ever have network access beyond my firewall. Internal LAN IPs only.

I'm sick of this trend toward assuming everyone can plug everything into the Internet, or assuming everyone even has Internet access in the first place. And I'm sick of marketeering, profiteering corporations trying to determine how I use what I bought and paid for. These DVDs, assuming they ever hit the market, are getting ripped and re-encoded as soon as they come out of the box, and the original disc is unlikely to ever actually see the inside of a DVD player. Burned, stripped-down custom copies only.

So put that in your corporate crack pipe, IBM, and take a good, long, deep drag. Either I use your product the way I want, or you get no sale at all. Take it or leave it.

Cept it said it'd download the ads OR play the ones embedded on the dvd (presumably if it couldn't establist a connection).

If it's the latter, the disc player would phone home to an online service to download commercials or play ads embedded on the discs themselves.

FuhrerDarqueSyde said,
Cept it said it'd download the ads OR play the ones embedded on the dvd (presumably if it couldn't establist a connection).

That's where the ripping and re-authoring comes in. Snippity-doo-da, the ads wind up on the cutting room floor and only the custom, re-authored, no-ads copy goes in the player. Failing that, I run it through FFmpeg and stitch the legitimate VOBs together into a single, linear video stream, encoded losslessly as possible, and then burn it to a DVD for playback.

Ads mean war, and I have no qualms about fighting as dirty as I have to. This includes biting the bullet and watching the ads...with a pad of paper to write down the companies and products being advertised so I can make sure to avoid them at all costs (and maybe even write them a few choice words explaining why).

CelticWhisper said,
So put that in your corporate crack pipe, IBM, and take a good, long, deep drag.
Wow, I've never seen someone so ticked off that they started writing poetry! LOL!

Consumers are exposed to thousands of advertisements a day. Our world is obsessed with selling and saturated with advertising. At some point, the advertisers will push too hard and their efforts will back-fire. Consumers can only take so much before they are over-exposed and burnt out just from living day to day lives.

This sort of back-fire is already happening. I absolutely hate the advertising they already have on DVD's (apart from the previews for upcoming releases) and I have vowed to never buy a car or any other product advertised in this way.

I'm kinda like that. Biggest example I often do is a food ad; if I see a billboard with something, I'll purposely eat something else to NOT support them.

And I guess that there is no consumer defence to this. And no goverment at all. The corporations do whatever they want. This is the result of brought all those senators. They make a country to go to the war, why not put a lil advertisement of a min in the middle of a movie?. Next, "support this goverment. Brought to you by PEPSI" adv in a disney movie.

Johnathon Livingston Seagull! Arrrr it be a sad state of affairs.</pirate>

Seriously though - the pirated version would be better! as #8 says it's just going to encourage people to download uninterupted pirate copies!

**** me! It's bad enough having to put up with all the anti-piracy stuff before watching a legitimate rental. I've paid for this why are you trying to make more money/feed propaganda to me.

I stopped going to the cinema because I don't like paying to watch 15mins+ of ads before the film I've PAID to see.

I know, it's ridiculous. If I have to see a gajillion ads, I shouldn't have to pay or it should be DIRT cheap! I mean, when the movie companies put ads, it's cheaper for the company to show the movie, but NOT cheaper for the consumer. I hate ads with a passion.