Movie Studios Purposely Crippling Rental DVDs In Misguided Effort To Get People To Buy
from the taking-away-features-is-not-a-strategy dept
What is it about the entertainment industry that actually makes them think that it's a smart move to take features away from consumers? They seem to focus on building business models by pissing off as many people as possible, and then wondering why those people seek out alternatives. Case in point, visual77 points us to the news that movie studios are increasingly offering up feature-limited DVDs for the rental market, and then encouraging you to buy the DVD itself if you want all the features. As Consumerist reports:Consumerist reader Joseph brought this to our attention after he spent $3.99 to rent the DVD of Scott Pilgrim Vs. The World from Blockbuster. When he went to the disc's main menu and attempted to watch the Blooper Reel special feature, he was greeted by a screen telling him: "This disc is intended for rental purposes and only includes the feature film. Own it on Blu-Ray or DVD to view these bonus features and complete your movie watching experience."This is the same thinking that leads the studios to seek to have rental places delay movies for a month. The entire business model seems to be centered on creating artificial scarcities that piss off people. Is it really so difficult for the industry to realize that they can make more money by adding value and actually delivering what people want?
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So, they do that, and then Masnick bitches about it.
This article is fucking retarded, as is anyone that agrees with the premise of it.
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Now, the studios are removing value from the rental DVD, yet still charging the same price for the rental. I have never purchased a DVD for the deleted scenes, or alternate endings, or blooper reels. Sure, they are nice, but nothing I would pay money for.
It is analogous to McDonalds selling a Happy Meal without fries because you went through the drive thru, and telling you that if you want the Happy Meal with fries included, you need to come inside. All I would do, is drive away.
On another note, Mr. Coward, if you want anyone to take anything you say seriously, stop the personal attacks and vulgarity. You come across as a petulant 12 year old. Just because you cannot think your way through the problem and I can does not mean I am "fucking retarded." Quite the contrary.
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This, 100x this! Love it!
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the problem is, you cannot, EVER, give the impression that you have made a standard product and then Stripped Parts Out. this is done by either obvious attempts to get people to give you More money for what you have given the impression they've already payed for, or by taking standard features, stripping them out, and then demanding more money to return them, which is what is happening here.
also, the main complaint here is the artificial divide between the rental and bought versions of... exactly the same thing, combined with the sillyness of 'windows'. the reality is that standard consumer behaviour seems to be, in this situation, to be annoyed at the feature not being there, followed by either deciding they don't need it, or going out and pirating it because it's more convenient/cheaper.
the big, MAJOR distinction is: Mike says 'add value'. the movie industry insteads Removes value then tries to charge you more to put it back.
can you see the distinction?
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It seems to me that the audience for the services would skew heavily to the type of people who aren't a huge special features watching demographic. Personally I generally only watch special features of movies I REALLY like, which are also the type of movies I would end up buying anyway.
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That being said, I think it's pretty crummy to show the bonus feature menu items and then block them from playing.
They'll soon realize that digital distribution is here to stay.
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Seems apropos to give a pointer to this again:
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The special features are only important to you. They are not important to me. If they are there, maybe I will watch them, maybe not. They are not worth paying extra for when all I wanted was to the see the movie itself.
There was a time when I probably rented in the neighborhood of 15 movies a month. Now I rent absolutely zilch. I have the same problem with them as I have with the music industry. I'm pissed off at both of them for reacting like spoiled children and I refuse to support them for the crap they have pulled over the years.
After being away from buying music and movies, guess what? I've found other things to do with my time and money. I hear none of the hype crap and am not interested in the next installment of the remake of a remake that was remade.
I'm sure the movie industry has no problem with someone that doesn't want their product so doesn't need to pay them.
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"Own it on Blu-Ray or DVD to view these bonus features and complete your movie watching experience."
You are only ever renting if you cannot do with it as you wish.
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1.>Why are sales dropping?
2.>Why are pirates winning?
Like I have said many times before-Treat you customers like criminals and soon you will not have any customers.
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And people wonder why BlockBuster is going bankrupt.
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Admittedly, it was uncool of them to have the same menu, and tease the viewers, but the idea of selling limited versions to the rental companies isn't all bad. IMHO
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"I didn't pay $3.99 to just watch the movie itself; I paid $3.99 to rent the physical DVD for a week. To have full access to the entire DVD and everything contained within the menus. What made it worse was that Blockbuster gave me absoutely no warning that the DVD had its Special Features locked. There was no warning label or sticker or anything of the sort.”
The average individual renter may not have the particulars up front.
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I think there's a key difference between what Mike talks about and what is happening here. Mike typically suggests that you add value, whereas what the movie studios are doing here is removing value. If you pay a higher price for an album, but are entered into a drawing where you can spend a day with the artist, that is adding value. It's something new. But with DVD rentals, people have already come to expect the extras. They're taking away something that used to be included in the price, not adding something new.
On a related note, even when the movie studies do attempt to add something new, they fail terribly. Case in point: BD-Live, Sony's attempt to make movies interactive. Maybe other people use this feature, but if I want to look up some trivia about a movie, I pull my phone out or walk to my computer.
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Firmware updates and access to Netflix are much more compelling reasons to connect your Blu-ray to the Internet than BD-Live. If a movie studio cabal planned on luring in people to spy on them using connected Blu-ray players by relying on just BD-Live, they were not only nefarious, but stupid.
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The extras are just that, extras. Buy the disc, get the extras. It isn't like the rental disk only has half of the movie on it.
I have to say that if the Movie companies did everything that TD suggests they should do, there would still be posts whining about this or that.
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To quote Monty Python, "An argument isn't just contradiction." You've merely contradicted my statements, but didn't give any clear justification. I repeat, people are already used to DVD extras, so when you remove them, you're removing a feature which has always comes included by default. To use your logic, car companies would just be "upselling" if they started charging you extra for a steering wheel.
I have to say that if the Movie companies did everything that TD suggests they should do, there would still be posts whining about this or that.
There's a fundamental difference between whining and pointing out ways that someone can improve their business.
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When you rent the movie, you rent the movie. When you buy the blu-ray, you get the extras that come with it. It is exactly the same upsell as they use against people who might see the movie on HBO or through Netflix instant.
The extras are an upsell, a reason to buy, a way to connect with the real fans. It might not be important to everyone, but real fans will pay to see the extra stuff.
The Movie companies are doing exactly what has been preached here for years. It's the whole CwF+RtB done to the very end, providing additional value to true fans who pay to own a copy of the full Blu-ray.
The extras on a DVD are not a "default". You are renting the movie. If it would make you feel better, perhaps the rental places can make it more clear that the rental version is the movie only, not the complete owners only DVD with all the extras (RtB!).
It is a very smart move by the movie companies, who have a very limited number of upsells to work with to push people from rent/downloader to being buyers. Further, it limits at least some of the value in rent-by DVD rips, as the rips of a rental video will not include the extras.
It's a very smart move, it is everything TD has always preached, and still there is whining.
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Well, true - you could say that they're removing it. That's a function of them "getting" the concept of RtB:CwF a little late in the game. If, from day one of DVD rentals, they had offered DVDs with no special features to BB, and sold ones with Special Features through retail, this would be totally a RtB implemenation. It's just that they're coming at it late.
The Special Features are the major reason why I buy movie DVDs though - if I just want to watch the flick, there's a number of different venues to see it much cheaper. But if I'm willing to pony up $15 or $20 for a DVD, there had *better* be something other than the movie on it.
Case in point - the Iron Man 2 DVD that I recently purchased, pre-viewed from BB, had NO special features at all. I was, to put it mildly, disappointed, and will be purchasing fewer DVDs from BB if this trend continues. I'll probably still buy DVDs, but I'll more carefully examine the boxes to see if it's worth spending the greater amount.
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Agreed. In your scenario, people would most likely have shrugged and accepted it. But once people get used to something, taking it away is just going to piss them off.
The Special Features are the major reason why I buy movie DVDs though
Typically, if I really like a movie, I'll watch the "making of" segment, if they have one. But there are very very few movies that I like so much that I would buy the disc after I've already rented it, just to see the extras. On a related note, I've stopped watching deleted scenes after I realized that almost all of them were deleted for a very good reason.
will be purchasing fewer DVDs from BB if this trend continues
Wasn't there a story recently about how Redbox employees were walking into Target and buying every copy of popular movies? Of course the movie studios freaked out, but here's yet another reason not to buy the crippled rental versions from the studios: they'll have a harder time selling the discs after they're done renting them.
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Agreed. In your scenario, people would most likely have shrugged and accepted it. But once people get used to something, taking it away is just going to piss them off.
The Special Features are the major reason why I buy movie DVDs though
Typically, if I really like a movie, I'll watch the "making of" segment, if they have one. But there are very very few movies that I like so much that I would buy the disc after I've already rented it, just to see the extras. On a related note, I've stopped watching deleted scenes after I realized that almost all of them were deleted for a very good reason.
will be purchasing fewer DVDs from BB if this trend continues
Wasn't there a story recently about how Redbox employees were walking into Target and buying every copy of popular movies? Of course the movie studios freaked out, but here's yet another reason not to buy the crippled rental versions from the studios: they'll have a harder time selling the discs after they're done renting them.
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Besides, what could they offer with each sale that WOULDN'T be on the pirate sites? Dinner with the star? What a joke...
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How does that make it any less available? How does the illegality of it affect the economics of it? You're right though, it absolutely is false scarcity. Meaning it's false to call that scarcity.
Besides, what could they offer with each sale that WOULDN'T be on the pirate sites? Dinner with the star?
I don't know, but it's their best interest to figure something out.
What a joke...
The joke is thinking you can continue to annoy your customers indefinitely.
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And they definitely DO fail on connecting with me if I'm renting a DVD and don't get the bonus features. When I do rent, usually I'm renting it for my film club who will then view it under an MPIC (or other, I think we've actually got a couple different ones) license for non profits. Part of doing my homework when it's my turn to present is to watch all the bonus materials, especially cast/director commentaries and deleted scenes. I purposely choose films that have this content because it makes our viewing and discussion more interesting.
Too bad, they seem to be so close to getting it, but crap!
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If you have bonus features, you have to get rid of all that stuff with DVDShrink when you copy the disc to a non-DL DVD.
Now, they can just copy the movie as is. It's so much simpler.
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^^^^ This.
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But just like any change of product, over time people become use to things being packaged in a certain way. BB and Netflix are probably happy to have a slightly lower holding cost per unit, and over time the market is more clearly deliminated.
If you want the full big screen experience, the sound, and the mumbling of a few hundred people, see it in a theater.
If you want just the movie, rent it, or wait for it to turn up on cable.
If you want the full blu ray experience with deleted scenes, commentary, or any other extras, then buy it.
Basically, you can pay for the experience at whatever level you are interested in. For a short period of time, the people who were mistakenly thinking they were renting a DVD when in fact they were renting a movie will miss certain things they might have otherwise checked out. But in the long run, it will create more value for the "added features, available only on the full retail disc".
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I do.
Copyright law has no prohibition against video rental, and this has been upheld in courts. Basically, the first sale doctrine applies.
But, the studios weren't happy that they were getting tons of money from the sale of videos to rental stores, so they stopped selling to them until they agreed to share the income from each rental. Now, they have decided that they still aren't getting enough money, so they have to castrate the "rental" version while taking more money from the retailer, which is the same thinking that has led to $15 movie tickets and $10 popcorn, theaters closing, and Blockbuster declaring bankruptcy.
Like everything else that movie studios do, "rental versions" of DVDs are an attempt to garner more short term profits, then remake copyright law into their own wishes, so that they can keep the outdated business model. All it really does in the long run is stop people from giving them money, even though people want the product.
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^^ Likewise.
Well, once or twice I've peeked at them, but never really bothered much.
Does this mean that the movie industry will sell us 'abridged' DVD's for cheaper now? I'd probably buy more movies if they were cheaper.
Of course, this in no way lessens the value of used DVD's, lol
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But I agree that, as is, the DVD comes off feeling crippled. Maybe the better approach would be to offer a rental disc that doesn't even include the missing features in its menus, but plays an ad at the beginning or end of the movie: "Own it on DVD or Blu-Ray today and receive these added bonus features..." That way they still let you know what you can get without making the product you rented feel broken.
But rental is a different business model from sales, and I don't see that we're particularly entitled to the same disc that's sold directly to consumers when we rent. (Though if people are concerned about this, perhaps rental stores should put a sticker on affected titles.) I can't get annoyed about this any more than I'm irritated by the lack of bonus features with Netflix streaming. Sure, it would be nice if they were there, but I'm not entitled to them or anything. The special features are the very definition of "added value."
(Of course, this process has an added bonus for the film industry: it limits the resale value of a former rental DVD.)
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re: Movie Studios Purposely Crippling Rental DVDs
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If I let you breath air am I allowed to suddenly charge you for it?
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If you rent MW black ops, can they block the zombie chapter and the Dead Ops Arcade?
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Because it's was they way they always did it.
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This is fine
Yes, you can just download it. It won't stop pirates. BUT, for those who are big fans of a movie and do still buy discs, it gives them incentive to purchase a movie they have already seen in another form. After all, no one complains that the special features aren't present in the theater or on pay-per-view. While I agree with most of your posts, Mike, I can't agree here. As others have noted, those who spend time on special features are probably big enough fans that they're likely to buy the movie, anyway.
On the other hand, the companies DO need to make sure their implementation does not ruin the experience of the feature film. The Clash of the Titans and Splice rental Blu-rays are examples of horrible implementation. The menus had two options: Play and Languages. No scene selection. So when I stopped a movie halfway and came back to finish it later, I had to fast-forward to the point I left off. It took me back to the days of having to wait for tapes to rewind. I don't think that's the association that the studios want to create for a "premium" format, and I will be quite hesitant to put another Warner Home Video movie in my queue.
On the other hand, Repo Men used a strategy similar to that described for Scott Pilgrim above. The full menu was intact with some features missing. I was a little disappointed, but it didn't really bother me because at least the feature worked as expected.
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This is like something you'd find on the front page of The Onion, "BREAKING: Area Man Still Uses Blockbuster to Rent Movies"
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I don't mind...but
Other than the CC instance, removing bonus features is fine by me. If I like a movie enough to want to see the features, it usually means I like it enough to want to own it.
also, Netflix rocks!
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But really is this new? They've done this stuff for years with movies. I remember when I was younger when we rented VHS they were front loaded with a lot of previews. And then if my parents decided to purchase one of the movies the retail version didn't have all those previews.
One other thing, I have to wonder what they are losing by not including the features. Rental copies of films cost multiple times over what retail sells. I know VHS back in the day it was $90+ for each copy. Blockbuster (as small as they are now) is still giving the movie industry big business. And as PRman said it makes things easier for priacy. Why are they so short sighted?
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I reported this several weeks ago.
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It was bound to happen sooner than later
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Any way the movie studios can make money from their few remaining consumers they are going to do it.
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I don't see what's wrong with this
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Re: I don't see what's wrong with this
Seriously, they're a BUSINESS and they're in business to make money, not to make the consumer happy.
You really don't see how those things go together?
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"Wait so it's...
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Fuck 'Em
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Value Added
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Every time you buy a movie, god kills a kitten.
And if you don't give a rats ass about kittens then think of this.
Every time you buy a movie, you are giving these idiots money...
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or rent the full dvd for an extra dollar
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spotted in the wild
This was the end. I've pretty well finalized my media habits. Now I don't pay for a copy that costs nothing, I watch a movie to watch the movie and I buy a package that has value worth paying for. I'll buy the 'special directors extended unrated cut edition collectors box set'. I won't pay extra for 'digital copy disc' because I can already get the movie on all my other devices. I will pay to meet the actors and have them autograph a movie poster. I won't pay for just the poster.
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Silver Lining? hmm... not so fast...
God if only that were true, but I'm sure they kept the unskippable previews and warnings about piracy that you have to sit through for 10 - 15 minutes before getting to watch the movie. I've gotten so used to Netflix instant watch that when I get a DVD or Blueray disc I sometimes forget to pop the disc in the player well before i want to watch it so i don't have to sit through all the garbage.
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Great strategy continue the wonderful job.
ps: I still not buying LoL
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Monopoly Rents
"This dwelling is intended for rental purposes and only includes walls and a roof. Own it to enjoy the bonus features of indoor plumbing and heat and complete your dwelling living experience."
"This vehicle is intended for rental purposes and only includes a chassis, wheels and a gas pedal. Own it to enjoy the bonus feature of stopping and complete your vehicle driving experience."
I think these guys have forgotten what "value added" feature you really get with buying the DVD-- you don't have to give it back in 2 days.
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Re: Monopoly Rents
"This vehicle is intended for rental purposes and only includes a chassis, wheels and a gas pedal. The vehicle does not include high end luxury features such as a custom interior or dubs. For those options, purchase the car from one of our dealers."
I fixed those for you. Your arguments are silly, because you are not getting half of the movie, you are getting the whole movie. The movie isn't crippled.
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They are trying to rewrite history, and clearly the customer isn't fooled.
Furthermore, they have crippled the rental product to make it less desirable than a pirated copy, as now you get to sit through the 20 minutes of crap to get to the movie, but the extras are gone.
All around a stupid move my the movie studios, but we are used to that by now.
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I told her and the clerk that those features are not special enough to warrant an extra $10 USD. Studios should be ashamed. This is beyond ridiculous. This has brought me to the decision to never purchase another movie.
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DVD vs Blu-ray
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keeping features off of rental movies is STUPID!
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I went to the theater the other day...
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This is fraud
Yes, you might not be the type of person who watches bonus features -- I do watch them. I don't want to watch them 50 times, which is why I don't BUY the DVD. I RENT it, because I want to watch the featurettes and commentaries ONCE.
If you feel that it's OK for movie studios to do this to renters, then YOU ARE PART OF THE PROBLEM. You aren't smart enough to care that the consumer is short-changed.
Movie studios get away with this crap because of stupid consumers. Netflix gets away with this because they don't warn consumers and don't provide a way of leaving feedback; I just went through and removed a bunch of DVDs from my queue because I suspect they'll be "rental-only" copies, but I don't have any way of letting Netflix know that I did this and for what reason I did it.
I have to agree with everyone here who says that movie studios actually encourage people to pirate movies. The movie studios seem to be trying everything in their power to make sure that consumers are unhappy with the product that is PAID FOR by the consumer (and yes, renting a DVD is still PAYING for it).
Can't we start some sort of class-action thing against the studios that do this, and against the rental agencies that don't disclose this?
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Rental no special features
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Bad Idea
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Class action
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can't watch unrated version
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Re: can't watch unrated version
The issue got worse where the Blu-Rays are missing now the unrated version of movie (like Noah1111 indicated). I have encountred at least 3 such BluRays over the last 6 month. This shows that Mike was a bit ahead of his time bringing this news and that a lot of early posting on how they don't watch special features are from ignorant persons who do not see that a trend has been set (of taking away features of a rental disk). Next they might even add commercials and tell you do buy the disk if you want to watch it commercial free.
Also, as indicated before, it is really nasty to rub it in your face: there is a link to an unrated version that tells me that I have to buy it to watch it... I could really do without that link... It's presence is what infuriates me.
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Neal's are like going to the theater
Bonus materials are an incentive to own the disc. Nothing wrong with that. Do 't like it? Don't rent.
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