When I got a Playstation 3 last January, one of the features I was most excited about was the BluRay functionality that came along with it. I went out and bought a bunch of movies, watched them in their full HD glory, and all was good. In the past few months, however, I’ve started to question whether I should keep investing money in this technology — still new and not likely going anywhere anytime soon — or hold onto my money until something better comes along. As a lot of you know, I’m not really a movie buff — I don’t particularly “love” a ton of movies. But the ones that I do love, I love a lot. Movies like The Matrix, the original Batman (sorry, Kowal), The Shining, etc. — classics that just never get old to me. Yesterday, I considered going on a BluRay binge so that I had some of these classic movies in their top-of-the-line, HD versions. Then I got to thinking: it’s kind of a waste of money at this point. How many DVD’s have I bought that I now (probably illegitimately) deem unusable because there’s a better quality version out on the market? A lot — I’ve spent hundreds, if not thousands of dollars. Why would I make the same mistake with BluRays? Sure, BluRay is the best format we’ve got right now, but didn’t we have the same opinion of DVD and VHS when they debuted on the market?
My criticisms aren’t of the BluRay format specifically — they’re of the physical (non-digital) format as a whole. It’s clear to me that things are moving the way of the digital format, and for good reason: no physical discs to lose (read: destroy), quicker access to your movie library (no disc-switching — browse and watch instantly), and less clutter in the living room to boot. But the problem is that no company has figured out a quick and easy solution for distributing and facilitating playback of HD video files in the living room (although Apple has made a few attempts, which I’ll get into in a bit). This explains why most of the people buying this living room-streaming technology are technosexuals — not our parents and bosses and self-professed tech-hater friends who seem to be able to operate an iPhone or iPad just fine. As we saw with the iPad, all it takes is a great idea coupled with great design and execution for a product previously thought of as having a non-existent or niche market to hit the big time. Here are 3 things I think will help the digital movie download movement break into the mainstream:
1. Better encoding
Although Apple’s H.264 codec is considered top of the line, they’re still going to need to do a little better. HD movie files are still too big; the average HD movie download still takes over an hour on high-speed broadband, and this will continue until a new codec is developed or America beefs up its broadband infrastructure, which isn’t looking so promising at the moment. Luckily, Apple is rumored to be working on a new codec, so this one may not be too far off from reality.
2. Faster, cheaper hardware
Apple has been known to refer to its Apple TV set-top box as a “hobby” rather than a primary focus of its business, and the amount of attention that they give this device (or lackthereof) confirms this mentality. As an Apple TV owner, I can say that the product leaves much to be desired. The OS feels bloated and clunky, the hardware seems outdated (720p maximum output, anyone?), and the overall experience is frustrating — especially for an Apple product. With the Apple TV begging for a hardware refresh and Google jumping into the living room market with Google TV, something tells me the competition in this space is going to heat up pretty quickly in the next year or so. And with competition comes price cuts. In my opinion, $229 is still a little pricey for technology that the average consumer either doesn’t see the need for or doesn’t understand. After newer, faster pieces of hardware with cheaper price points hit the market in the next year or so, this will be a much more viable market that’s worthy of the attention of all the big players in the entertainment technology game.
3. Guaranteed, free updates
Lastly, and I think most importantly, what the digital movie market needs is support from the movie studios for guaranteed, free updates when HD encoding standards inevitably change for the better. When I look back at the few movies and music videos I’ve purchased on iTunes over the past few years, most of them are of grainy quality and encoded in 480i resolution — not much reinforcement to keep downloading content on iTunes. Now imagine being able to upgrade your beloved copy of Austin Powers in Goldmember (OK, maybe we don’t love the same movies…) every time a new, better HD video standard hit the market. I’m picturing a “free update available” message popping up in iTunes for purchased movies that have been re-encoded in the new resolution, similar to how iPhone apps are updated when App Store developers release new versions of their apps. Unfortunately, the solution that I’ve deemed most important is also probably the farthest from reality. I think it’s safe to assume that a decent source of revenue for the movie studios comes from people re-buying their favorite movies every time a new format debuts. Would they really embrace this technology if it was made available to them? My gut tells me no, but I could be wrong.
So, who wins this battle? Will physical formats prevail over digital formats? Only time will tell, but if the music industry is any indicator, I’d say we’re in store for some big changes.
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