A method for use by a media server including a processor and a memory for allocating an entitlement to a digital media content, the method comprising: issuing, by the media server, the entitlement including a transferable authorization to access the digital media content, to a first person using a first device, the entitlement enabling the first person to obtain a primary license for the digital media content; storing in the memory, by the media server, an entitlement record identifying the first person presently in possession of the transferrable authorization to access the digital media content, the entitlement record authorizing access to the digital media content by the first person over a network; receiving, by the media server, from a second person, using a second device, a communication including data corresponding to the transferable authorization received by the second person using the second device from the first person using the first device; wherein the data includes an authorization code or numerical pin and the authorization code or numerical pin enables the second person to obtain a secondary license for the digital media content; updating, by the media server, the entitlement record in the memory of the media server to authorize access to the digital media content requested by the second person; and providing, by the media server and after the updating, the secondary license and the digital media content to the second person. issuing, by the media server, the entitlement including a transferable authorization to access the digital media content, to a first person using a first device, the entitlement enabling the first person to obtain a primary license for the digital media content; storing in the memory, by the media server, an entitlement record identifying the first person presently in possession of the transferrable authorization to access the digital media content, the entitlement record authorizing access to the digital media content by the first person over a network; receiving, by the media server, from a second person, using a second device, a communication including data corresponding to the transferable authorization received by the second person using the second device from the first person using the first device; storing in the memory, by the media server, an entitlement record identifying the first person presently in possession of the transferrable authorization to access the digital media content, the entitlement record authorizing access to the digital media content by the first person over a network; receiving, by the media server, from a second person, using a second device, a communication including data corresponding to the transferable authorization received by the second person using the second device from the first person using the first device; wherein the data includes an authorization code or numerical pin and the authorization code or numerical pin enables the second person to obtain a secondary license for the digital media content; updating, by the media server, the entitlement record in the memory of the media server to authorize access to the digital media content requested by the second person; and providing, by the media server and after the updating, the secondary license and the digital media content to the second person. updating, by the media server, the entitlement record in the memory of the media server to authorize access to the digital media content requested by the second person; and providing, by the media server and after the updating, the secondary license and the digital media content to the second person.