Zoolander, Ben Stiller’s 2000 fashion world spoof, has been doing consistently well on iTunes’ movie download-to-own chart. NewTeeVee’s Chris Albrecht wonders why. “Wait, what? An eight-year-old comedy is more popular than Ratatouille, Pirates of the Caribbean: At World’s End, and High School Musical (parts 1 and 2)?”
Apple hasn’t released demographic information, but let’s try to imagine, for a second, who might be willing to spend $10 on a legal––but DRM-heavy––movie download at this stage of the game. First of all, it’s gotta be someone who uses Mac products exclusively: students, artists, upper-middle-class nerds, aging hipsters, style-conscious parents, the curious rich, celebrities. Albrecht has screen caps of several recent iTunes top sales charts, and it’s clear from a glance that adventurous cinephilies don’t seem to be yet represented––but then, with the exception of a handful of classic titles, iTunes’ movie catalog doesn’t seem to be going for adventure. So let’s assume that the cool hunter Apple user is getting their movies elsewhere, and concentrate on the more middle-of-the-road aspects of the Apple demographic.
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I’m a big fan of my AppleTV, and I was super supportive of the recently-announced AppleTV Take 2, which allows all 12 of us who have one to purchase music and movies from the iTunes store directly from the TV, with no computer required. I finally got around to installing the software a week or so ago, and rented Frank Capra’s It Happened One Night (yes, seriously) without incident.
But apparently, I’m one of the lucky ones––or, maybe it’s just that I have a newish (although kind of a shitty) TV which I connect to the AppleTV via RCA cables masquerading as component cables. BoingBoing passes along a report that iTunes movie rentals won’t play on some TVs, because of a DRM called High Bandwidth Digital Content Protection, or HBDCP. HBDCP apparently blocks rentals from being played on monitors that talk to the AppleTV via a DVI or HDMI connection––basically, anyone using a video projector or computer monitor, and pretty much anyone using a flat-screen TV purchased before 2005.
So, essentially, Apple’s DRM is so constrictive that anyone who hasn’t bought a new TV in the last three years will be forced to do so in order to rent iTunes movies. As BoingBoing’s Cory Doctrow points out, this punishes consumers to the point where it becomes hard to see why anyone would go the legal way when DRM-free films are easier to get.
If you, like me, are both a Mac user and a Netflix user, then the fact that the latter’s Watch Instantly movie streaming service is incompatible with the former’s devices is probably one of the banes of your existence (unless you have a life beyond movies, and your computer, and watching movies on your computer. Must be nice.) I’ve always just assumed that Netflix was responsible for the so-1999 decision to ignore the growing market of Mac users and keep the platform PC-only.
I was, apparently, wrong.
Hacking Netflix has linked to a CES interview with Netflix’s Steve Swasey, in which he responds to the “why can’t a playa watch a movie on a Mac, y’all?” question rather defensively:
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