Because of the new release delays imposed on it by three major studios, Redbox has had to become creative to obtain desirable titles the first weeks they are out. Several weeks ago, financial services firm Merriman Curhan Ford found that Ice Age: Dawn of the Dinosaurs, a popular animated film, was only stocked in around two-thirds of the more than 50 Redbox kiosks it checked. On November 14, the firm checked the same kiosks again and found the DVD stocked in 94% of the boxes.
Merriman Analyst Eric Wold was pleased with the improvement:
“With that movie still in the top six rentals for the past week, we are encouraged by the incremental gains in stocking the title with the company’s workaround program,”
The workaround Wold refers to is the fact that Redbox is being forced to purchase new release titles at retail that have been denied to it by Fox, Warner and Universal.
Wold also reported news that might deflate some of the aforementioned studios’ argument against Redbox. According to Wold, Crank 2: High Voltage, a title from Lionsgate and the studio’s first major release since its distribution agreement with Redbox “did not display any evidence of cannibalization through any channel” in the quarter since its release.
Is Wold being premature in basing his assessment on one title’s improvement over several weeks, Insiders, or is this a growing trend? Have you noticed an improvement in the availability of Fox, Warner and Universal titles in a Redbox near you?
[via Home Media Magazine]