PORTLAND (AP) – The biggest selling point of Art LeBlanc’s creation isn’t how long it lasts, but rather how short its life span is.

LeBlanc is president of Flexplay Technologies in Saco, which created a DVD that self-destructs after it is opened. Unwrap a Flexplay movie and it undergoes a chemical reaction that renders the movie unplayable within 48 hours.

The product, which is designed to fill a niche between the rental and purchase markets for DVDs, was invented in Maine and was rolled out nationally over the holidays.

The holiday movie “Noel,” the first new release on Flexplay DVDs, is being sold in thousands of stores nationwide. They sell for $4.99, allowing buyers to avoid movie rental stores and possible late fees, or paying out three or four times the amount to own a movie for good.

“Instead of paying $20 in late fees, you can now own the product and it doesn’t really address the issue of convenience,” LeBlanc said. “You could keep half a dozen (Flexplay disks) by your television, and when you feel you have the right audience you can pop one open.”

The Convex Group, an Atlanta company, acquired the Flexplay concept in September. The Convex Group also owns a company that puts mini-DVDs in the lids of soda cups and operates the HowStuffWorks.com Web site.

LeBlanc said Flexplay Technologies will continue to work on research and development in Saco while letting the parent company take care of marketing and distribution.

Like all DVDs, Flexplay disks consist of two layers that store digital information read by a laser inside the DVD player.

Unopened Flexplay disks stay good in the package for about a year. But once the package seal is broken, a chemical reaction with oxygen begins, giving the owner two days to play the movie as many times as desired.

After two days, the DVD expires and turns black, marking the end of its life.

In December, “Noel,” which stars Penelope Cruz, Susan Sarandon and Alan Arkin, was distributed through theaters, on television and on disposable DVDs in more than 4,000 supermarkets, convenience stores and other outlets, including Hannaford supermarkets and 7-Elevens.

“This technology fills a niche between rental and sales,” said Caren Epstein, spokewoman for Hannaford.

It will take time before determining whether consumers will go for the idea of a throw-away DVD. Convex chief executive Jeff Arnold has said people buy or rent movies because of content, not because of technology.

And Convex doesn’t appear deterred by Blockbuster Inc.’s decision to eliminate late fees on its rental movies.

“We think it’s only a positive impact on Flexplay,” said Dawn Whaley, an executive vice president with Convex. “You never have to read the fine print.”

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