VHX enables social sharing

A new feature went live Thursday for Dumbo-based digital video distribution company VHX: social gifting.
When moviemakers enable social gifting, the purchasers of their film will be able to give three friends a free rental of the movie.
The idea here is that one of the features of owning physical copies of movies that has been lost is the ability to lend movies to friends. In a statement, VHX cofounder and CEO Jamie Wilkinson said, “We’re big fans of Steam’s sharing mechanics for video games. This is our way to bring sharing out of the world of physical goods and into the digital era.”
Three films have been gifting-enabled so far: The Double Fine Adventure, The Ever After and Kick-Heart.
Last year, Amazon and Apple enabled the sharing of books with others who have devices connected to linked accounts.