What the Wolverine Leak Means for the Future of Piracy

By Michael Dance

Twentieth-Century Fox was the butt of a big prank this April Fool’s Day, when news broke that a copy of X-Men Origins: Wolverine was leaked onto the net. Movies get leaked habitually, sure, but the circumstances combined to make it feel like a first: It was a DVD-quality copy. Of a massive, big-budget superhero movie. Online a full month before the movie’s release.

The bootleg spread like wildfire, and by some accounts there were over one hundred thousand downloads on the first day alone. That’s a lot of conceivable box office revenue.

It felt like a first, but it also might be a last. Because the way I experienced it, April Fool’s Day marked the end of piracy’s glory days — the day piracy stopped being casually tolerated by everyone but studio heads.

This goes beyond Fox’s you-messed-with-the-wrong-people response to the incident (they put out a statement which went something like, and I’m paraphrasing, “we’re working with the FBI to make sure whomever was responsible will spend the rest of their life worrying about dropping the soap”). And it goes beyond the firing of FoxNews.com’s Roger Friedman, who won the Stupidest (Ex-)Columnist in the World award for writing a review of the bootleg and encouraging people to watch more movies online illegally. (Seriously, man. Twentieth-Century Fox and Fox News are sibling companies, what kind of false sense of job security did you have?)

It also goes beyond whether the movie was any good or not. I’ve read good and bad things; the majority of responses haven’t been promising, but then again, we’re talking about the internet. Do the disparagers really think watching it on a fifteen-inch screen with unfinished special effects will provide the same experience sitting in a movie theater will? No, they just like being negative.

What it really boils down to is that the online fan community itself condemned the leak. Universally.

Ain’t It Cool News, the granddaddy of online movie spoiling and fanboy bitching, ran a story called “We Don’t Want your Wolverine Movie Reviews,” explaining, “the only way you’re seeing it right now is through illegal channels, and we’re not going to condone that.”

JoBlo.com downplayed its potential effects, saying that “while there will always be a percentage of internetizens who actively seek pirated/bootleg/camera copies of movies, it’s probably safe to say that the average consumer still prefers the theater experience.”

TheBadandUgly.com said they stopped watching the bootleg after a couple minutes, in order to get the better theatrical experience: “Just because you can watch a rough-sketch and go somewhere on the internet to read the entire plot,” the article says, “does not mean you, I or anyone knows what X-Men Origins: Wolverine looks like. Because it isn’t done.”

And DarkHorizons.com summed things up by saying “It’s an act that cruelly robs thousands of people of not just months of hard effort, but their potential livelihood as well.”

That was the reigning sentiment: even if you don’t care about hurting a big studio, you’re hurting the hundreds of hardworking crew members who spent months on the project. If piracy translates into lost revenue, that’s going to translate into smaller budgets and fewer jobs.

If you really want a nail in the coffin? Even some pirates are speaking out against the leak. The New York Times ran a story called “Some Pirates Won’t Watch Illegal Wolverine”, while Gizmodo came out with a “Pirate’s Code of Conduct”, which contained gems like “save action flicks…for the big screen” and ” if you really like it and can afford to do so, buy it.”

Does this mean everyone in the world has suddenly found a stringent set of morals? That’s pretty doubtful. But the tide of public opinion has turned. And I am sure about one thing:

The fourteen-year-old who stole the copy of Wolverine from his dad’s postproduction and posted it online thinking he was cool is totally crapping his pants right now.

Scene stealer: The aXXo files

To Hollywood executives, he's public enemy number one. To film fans around the world, he's a modern-day Robin Hood. As the internet's most prolific pirate makes his 1,000th illegal film download available to the masses, Tim Walker investigates the mysterious figure known only as aXXo

MAMMA MIA! The adaptation of the Abba musical, starring Meryl Streep and Pierce Brosnan, has taken more than $500m worldwide since its July release date. aXXo posted his DVD-quality version online on 15 December.

Chinese pirates crack Blu-ray DRM, sell pirated HD discs

By Jacqui Cheng

Forget boring old standard-def DVDs—movie pirates have moved on to selling high-definition discs in an effort to make money on the HD craze. The HD discs are not genuine Blu-ray discs and don't boast as high resolution as Blu-ray does, but they're apparently good enough to fool many consumers, and the movie industry is worried.

Law enforcement in Shenzhen, China, raided a warehouse last month that contained HD copies of a number of popular movies. There were over 800 discs (so, what is that, like eight spindles?) that were packaged in faux Blu-ray boxes, complete with holograms to make them appear legitimate. According to the Motion Picture Association International, this is the "first ever" seizure of these types of discs in China.

The pirates are apparently ripping high-def movies (cracking Blu-ray's AACS and BD+ encryption in the process) and re-encoding them using AVCHD, which offers a 720p picture. Because of the reduction in resolution, file sizes are smaller and can be burned to regular DVDs instead of the more costly Blu-ray discs, netting a tidy profit. Needless to say, the film industry isn't thrilled by the news. "We are concerned and are assigning priority to this issue," the MPA's Asia-Pacific managing director Mike Ellis told the Wall Street Journal.

Fake Blu-ray discs from China
Image from the Wall Street Journal

Movie piracy in China is by no means a new trend, but the proliferation of Blu-ray fakes out of Asia is being viewed as a serious threat that could make its way to other countries quickly. Ellis pointed out that pirates in China can be very enterprising and have exported their wares all over the globe in the past, so there's nothing stopping them from doing so with this new format. "These syndicates are very quick to spot market opportunities," he said.

The news comes at a tough time for Blu-ray. The format's growth is stalling thanks to the high price of discs and players combined with the struggling economy, and in September, Blu-ray's market share actually fell in favor of the cheaper and ubiquitous standard-definition DVDs, as well as HD downloads. With the Chinese Blu-ray clones going for as little as $7 apiece (compared to the typical Blu-ray disc at $30+), it comes as no surprise that they're being viewed as a threat—especially if they're dressed up as Blu-ray discs and consumers aren't clear on what they're getting.