First look: Digital Copy for iTunes technology

DVD movies usually don't make news for techies. But at Macworld, Twentieth Century Fox announced that it would release its first special edition DVD with a new technology that allows you to make a copy to iTunes.
The DVD is the parody "Family Guy Presents: Blue Harvest," which is in stores now. Consumers who buy the movie can use the Digital Copy for iTunes technology to transfer a copy of the film to an iTunes library on a computer. The consumer has to enter a unique code to transfer the movie. Each DVD will only transfer its iTunes Digital Copy to one iTunes library.
You can then view the movie on a Mac, PC, iPod, iPhone or the Apple TV set-top box. Fox says it is planning to deliver many more such DVDs this year, including the film "Hitman," being released March 11. The studio's chief executive Jim Gianopulos, announced the new technology on stage at Macworld. With this technology, movie studios are taking a small step toward acknowledging the rights of consumers for "fair use" of movies that they've legally purchased.
Source: - Dean Takahashi, Mercury News