Not, me thinks, a mass-market solution to piracy - given that each disc plays only on a single DVD player. Instead it's intended to prevent pirating of movies that are sent out for awards judging - and, presumably, get stolen en route.
Check out Cinea's release.The Walt Disney Studios will utilize state-of-the-art encryption technology from Cinea, a subsidiary of Dolby Laboratories, for 2005 DVD awards screeners....Cinea's solution includes the S-VIEW DVD player and encryption technology to safeguard content...Cinea has distributed the SV300 model of its S-VIEW DVD player to nearly 12,000 of the collective voting members [of the Academy of Motion Picture Arts and Sciences, and the British Academy of Film and Television Arts].