The QR scan system assumes that every consumer has the right phone and also the right type of (expensive) phone service. So if you have a flip-phone and an older desktop and that's it. Then what?
This system started with the codes for Robin Hood (2018). The difference there is that the back-up code still worked, whereas in this case the 7 digit code below the QR code on the John Wick 3 slips is SUPPOSED to work for back-up. In fact those were working on Monday, but were disabled Tuesday morning (release day!) If you're going to try out a new system like this, maybe not a good idea to disable the existing back-up.
I would say yes this is an attempt to control the product after it is sold. So that individual parts will not be sold/traded/given away (most commonly the digital code, though people DO sell other parts of sets on Ebay, like the slipcover, and/or the BD disc, etc).
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