LOS ANGELES (AP) — Every year around now, tens of thousands of DVDs of movies still playing in theaters are sent by Hollywood studios to Oscar, Golden Globe and other awards voters.
Every year, some of these discs are copied, and the movies end up being shared online, where they can cut into theater-ticket and DVD sales.
This time, studios are taking a new approach to prevent this kind of piracy, and technology is playing a big part.
Ahead of the Screen Actors Guild awards on Sunday, Fox Searchlight this month became the first studio to have nearly 100,000 SAG voters view new movies such as "Black Swan" through a free download from Apple Inc.'s iTunes store. Paramount Pictures, Focus Features and other studios did the same later with movies such as "The Fighter" and "The Kids Are All Right."
In all cases, downloads are set to expire 24 hours after being viewed and are not available to the public.
As an anti-piracy tool, virtual screenings are cheaper and simpler than past efforts. For one thing, they remove the risk of discs going missing or being stolen. In cases where discs get pirated, the actual uploading is typically done by someone several steps removed from the recipient, often without that person's knowledge, according to studio executives and law enforcement officials.
But digital screeners won't necessarily be a savior either. People determined to break the law will find a way, even if it comes down to recording a digital movie by pointing a standard video camera at the computer screen.
"Copying a stream is even easier than duplicating a DVD," Ernesto Van Der Sar, the founder of piracy news site TorrentFreak, said in an e-mail interview. "Moving to streaming might get the leak rate down but I can also see scenarios where it will lead to more leaks."
Nonetheless, studios believe they must try new approaches to combat piracy.
The Motion Picture Association of America estimates that $25 billion globally is lost to it every year, and it is partly responsible for U.S. DVD sales falling from a peak in 2006 at $20.2 billion to about $14 billion in 2010.
Although the industry group says most of the damage comes from handheld video camera recordings in theaters around the world, awards screeners are still a problem.
In the past, studios went as far as sending voters specialized players equipped with stronger copy protections than regular DVDs, but that system was abandoned years ago as being too troublesome.
So most studios continue to send discs to voters by mail — as many as 20,000 per movie. And the risk of leaks remains.