Well, the details of 20th Century Fox’s new digital experiment are now public: the DVD of “Live Free Or Die Harder,” which goes on sale tomorrow, will allow purchasers to transfer a digital copy of the movie twice, once to their PC’s hard drive and once onto a PlaysForSure portable device. If you’ve got an iPod device or even a Zune, you won’t be able to do anything with it.
Not surprisingly, analysts aren’t exactly bowled over by Fox’s take on the future of digital commerce.
“If it doesn’t work on the iPod, then it doesn’t exist,” said Michael Gartenberg, vice president and research director at New York-based analyst firm Jupiter Research. “It’s the right idea and they’re taking steps, but it’s just not enough,” he said. “Consumers want to do the right thing, but they are dealing with a plethora of devices.”