How is this different than DRM? Seems like they just put a new name on DRM.
It IS DRM.
Also Bitcoin would be about the worst possible payment option for this. Imagine Marvel Studios releasing Iron Man 3 via this method. Have a package with the trailer, the movie, and extras. The trailer is open for free, you can send an amount of BTC to access the movie, the extras or both. Sounds great? It is. Until someone copies the package's exterior, fills it with the 3 hour version of Nyan Cat entitled Iron Man 3 and floods the net with his version. Congrats. You just bought a three hour version of Nyan Cat. In a currency without charge-backs.