Blockbuster Isn't Waiting
NEW YORK (
) --
Blockbuster
kiosks are starting to test renting movies ahead of the typical 28-day window for a higher price.
Blockbuster Express, which is operated by
NCR
(NCR) - Get Report
, is charging $2.99 for one-day rental of
Inception
on the same day it was made available for home market sale. It is also offering
Knight and Day,
which was released for purchase last week. These movies are available at kiosks in San Francisco, Phoenix, Miami and Atlanta.
Typically, one-night rentals cost $1. Blockbuster will continue these tests with
The A-Team
and
Wall Street: Money Never Sleeps.
Blockbuster, which is currently in bankruptcy court, has rolled out a new ad campaign titled "Less Waiting. More Watching."
By offering movies earlier, it gives Blockbuster a competitive edge over
Coinstar's
(CSTR) - Get Report
Redbox and
Netflix
(NFLX) - Get Report
, which are subjected to the 28-day window by movie studios.
--Written by Jeanine Poggi in New York.
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