LOS ANGELES–A little-known Atlanta company hopes to change Hollywood’s thinking about movie distribution with a novel marketing plan that includes using relatively new disposable DVDs, the company said on Monday.

At the center of the Convex Group’s plan is a low budget Christmas movie called “Noel,” directed by Chazz Palminteri, that will debut in up to 10 U.S. cities on Nov. 12. On the same day, the disposable DVD can be bought for $4.99 through online retailer Amazon.com.

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Something tells me that these people had better rethink their pricing model. I can go down to any of the local video outlets and rent for less than that and NOT have it melt into a lump after two days!