Flexplay is a trademark for a discontinued DVD-compatible optical video disc format with a time-limited (usually 48-hour) playback. They are often described as "self-destructing", although the disc merely turns black or dark red and does not physically disintegrate. The technology launched in August 2003 as a joint-venture with Disney's Buena Vista Home Entertainment under the name eZ-D. The Flexplay concept was invented by two professors, Yannis Bakos and Erik Brynjolfsson, who founded Flexplay Technologies in 1999. The technology was developed by Flexplay Technologies and General Electric. Origins The technology was originally intended as an alternative means for the short-term rental of newly released movies. Since the disc is capable of being used in any standard DVD player, the manufacturers hoped that it would succeed where other time-limited DVD technologies, such as DIVX, failed. Test marketing of eZ-D discs began in August 2003, but was canceled early when consumers rejected the concept. Owing to fears of cannibalizing DVD sales, movies were made available on eZ-D between 2 months and several years after being released on DVD and were priced at US$6.99, both factors that significantly limited consumer demand. SpectraDisc was another such technology, and on January 13, 2003, Flexplay Technologies acquired all of the SpectraDisc Corporation assets. SpectraDisc discs worked in a similar way as Flexplay discs, only not starting as red and turning blue instead of black. Specifications Flexplay discs do not bear the DVD logo. When asked whether Flexplay discs do or do not comply with DVD forum standards, a company spokesperson replied that "Flexplay DVDs are produced to be readable in DVD players adhering to DVD Forum specifications." A Flexplay disc is shipped in a vacuum-sealed package. There is a clear dye inside the disc, contained within the bonding resin of the disc, which reacts with oxygen. When the seal is broken on the vacuum-packed disc, the layer changes from clear to black in about 48 hours, rendering the disc unplayable. If unopened, the shelf life of the sealed package is said to be "about a year". The DVD plastic also has a red dye in it, which prevents penetration of the disc by blue lasers, which would go straight through the oxygen-reactive dye. The Flexplay discs are dual-layer DVD-9 discs. The difference from standard DVDs is the composition of the resin adhesive holding the inner and outer layer together, which is sensitive to oxygen and darkens within