Earlier this year we heard rumours and some facts surrounding self-destructing DVDs. Now we can announce that disposable DVDs are actually introduced and rolling out at this exact moment. Popular spots to introduce self-destructing DVDs now are airports, travel centers and Staples stores across the United States.

Current information shows that every location offers about twenty-five new movie releases. You don't have to bring these DVDs back to the rental shop since it self-destructs. Some customers will recycle the DVD, while others will just throw it away. This new self-destructing technology works with a special glue that can't handle oxygen. Once exposed to air the glue becomes dark, causing the laser in the player not to read the movie.

A Georgia-based company called Flexplay is behind the product. Back in 2003 Flexplay already tried a similar idea but stopped after complaints from environmental groups. To make sure this won't happen again the company comes with a more eco-friendly approach that will allow the customer to send the DVD back with a free shipping label. After this Flexplay will start recycling.

Some environmentalists already stated they don't see any changes and feel this is the wrong time to support Flexplay. "From our perspective, nothing has changed in terms of the wastefulness of this," says Mark Murray, the executive director of Californians Against Waste to TIME. Of course it isn't making a studio more believable when they are 'worried about the environment', and sell disposable DVDs.

An industry analyst, Ross Rubin, sees the disc's potential but thinks the public still needs to be educated. "If the company can overcome some of the educational challenges in helping consumers understand what it is and that it is only valid for one viewing session, and if they can line up more studio support, then there's an opportunity there."