Film and TV giant Disney is investigating the potential of degradable DVD technology, which would enable it to sell discs that would become unreadable after 48 hours.
The discs will be sold in four US cities to see whether customers choose them over rented films. The advantage is that, unlike standard discs, they never need to be returned.
If the technology catches on, it could be a blow to rental companies such as Blockbuster, which make a significant part of their revenue from late returns on rented films.
Toys R Us is one of the retailers participating in the trial.