A chip smaller than the head of a pin is placed onto a DVD along with a thin coating that blocks a DVD player from reading critical information on the disc. At the register, the chip is activated and sends an electrical pulse through the coating, turning it clear and making the disc playable.
Not to be a pessimist, but I can’t see how this would help theft, unless it’s been implemented for a while. I am sure thieves will steal it anyway and just hope for the best, as it’s unlikely that this would be implemented into all future DVD’s. Something like this should have been implemented before the next-gen hi-def formats were released.
Source: MSNBC