The second wave came from Blockbuster and independent video stores. In 2003, many rental chains received “Advance Rental” copies on DVD-R before the final retail pressing was ready. These are distinguishable by their silver or purple data side and a printed label reading “Property of 20th Century Fox – Not for Resale.”
This DVD-R represents a specific, now-obsolete era of physical media distribution: the early-to-mid 2000s underground trade circuit. Before streaming, before legal digital downloads, and during the tail end of VHS bootleg culture, the DVD-R was the currency of cinephiles, horror collectors, and completionists.
There is a technical irony surrounding the "28 Days Later DvD-R" phenomenon that is often discussed in home theater forums: the darkness of the image.