I first searched the library online to reserve a copy. The problem with this was that it would take a few days for them to remove it from the shelf and put it on hold. The other problem was that most copies were in VHS format. I could have chosen this option, since I have a VHS/DVD player, but I prefer the DVD. Also, it just would have been faster and easier to go to the store directly and check it out in person. I thought about digitally downloading it, but I couldn't decide which movie I wanted to watch. So I did a search on Blockbuster's inventory and found out which movies they carried and at which location I should go to. I found one close location that had 3 of the 4 movies which gave me options. So I rented all 3 of them, and decided later which one to watch and review. Also, I chose to go to the store because I like to get out of the house and just browse through the selections.
The DVD has the advantage of being portable, and of being able to be kept and stored. It is hard for me to look at these two technologies as being representative of increasing returns because ultimately, the digital downloads would be copied and stored on a DVD. I think that it is an example of Red Queens for the DVD. It must compete with the convenience of downloading a movie directly to your computer or Xbox 360 or Wii. Blockbuster and Netflix realize this. With their services, you not only can digitally download a movie, but you can still rent DVDs and have them delivered directly to your home via the mail. You don't have to drive to the store to rent a movie. You can simply go to your mailbox. I think that this is where the DVD is running and running trying to keep its usefulness apparent to the public. With a couple of DVDs that I have recently rented, there are two in the case, one which is the movie, and the other which is in a digital format to be shown on the computer.
The digital downloads seem to be in the "enhances" quadrant, improving the speed of which to view a movie, but it doesn't completely improve the DVD because it lacks portability. The DVD is still in the "rekindles quadrant", as it rekindles personal recording, and motion picture recordings that can be stored and viewed many times at home.
http://www.netflix.com/HowItWorks
http://www.blockbuster.com/download/ondemand101
Thornburg, D. (2008c). Red Queens, butterflies, and strange attractors: Imperfect lenses into emergent technologies. Lake Barrington, IL: Thornburg Center for Space Exploration.
