I was somewhat intrigued by a news release from Reuters last week that mentioned "Self-destructing DVDs". Apparently a small business in Atlanta plans to change Hollywood's thinking about movie distribution with a novel marketing plan that includes using disposable DVDs (they 'self-destruct' 48 hours after the plastic wrapper is broken).

The aim of the DVD's is apparently to increase the hype for the film (as all advertising should), spur greater ticket sales and challenge the video pirates who love flogging me dodgy copies in those side alleys of Bangkok or Beijing. Low-budget movies that open in only a few cities yet compete against national releases of major movies backed by multimillion-dollar advertising campaigns have been particualrly taken with the idea. Fans who are aware of the movie but can't find it in their city can also turn to the DVD.

Now, what has this got to do with thoroughbred marketing? Well, we may be drawing a long bow here, but apart from the fact that it's important to stay abreast of the developments in the field, it's very easy to get imaginative with a concept such as this. Just think about it for a moment - can't you just see the major auction houses 'pre-releasing' sales catalogues in this format one day in the future or small studs adopting the novel/inexpensive approach to promote their new website/stallion/yearlings etc (because let's face it - very few of us will ever watch a promotional DVD more than once - and what would entice us to sit down to watch it more than the fact that once that plastic wrapper is broken ... the clock is ticking!).

The designer of the disposable DVD was quoted as saying "It is hard to get big marketing dollars ... You have to do something to break through the clutter."

His words are as applicable to the Industry that concerns us - as it is to the one that concerns him.