The first one I saw it on was The Virgin Suicides a year plus ago and I thought it was just an indie flick thing. But then I started seeing it on a bunch more. I hated them at first and was afraid they would start doing that on kid's movies (I can't imagine kids trying to tear into a movie case through those locks). However, they've grown on me. Especially since I no longer have to peel off those two wider labels. I think they'd even get rid of the top label if they could, but that's the identifier tag so people can see the name of the movie just looking at the top edge.