so I’ve just cabbed back from a Soho Sony DVD meeting (our latest project is a lovely insight piece partnering with Sony Music, Sony Pictures and HMV to understand gifting at xmas) and I’m chatting with cabbie and he starts telling me about how he has signed up his 81 yr old mother to the monthly DVD rental thing - we all know lovefilm, but he went for ‘cinemaparadiso - they had better category setup’ - she is watching upwards up 6 DVD’s a month (£12.95 monthly rental ~£2 per DVD), he bought her a DVD player from Tesco for £30 (with as little buttons or functions as possible “Mum, just push this middle button only to make it go”) and she’s all made up. brilliant. makes me think this is a recession proof business model - and filled with innovative potential for more at home experiences - just add kit.