A new optical media anti theft technology is being offered to Hollywood by NXP Semiconductors and Kestrel Wireless. The idea is to place a tiny chip and a thin blocking coating on the media, only by activating the chip at the register and sending an electric pulse through the coating it would be made transparent.
The companies claim their technology could be used on a variety of products, not only optical media. Retail theft accounts for more than $400 million losses per year in the US, so there is quite a market for such technologies.
You can read more at MSNBC, here.