Blockbuster and NCR Corp. have partnered to create the Redbox-fighting Blockbuster Express kiosk network, and hope to have 10,000 of the machines in place by the end of next year. The companies’ latest bid to steal market share from Redbox and VOD is a new pilot program consisting of digital download kiosks at select locations.
Customers use the kiosks to purchase an SD card containing a digital copy of a movie. Also installed on the SD card is digital rights management software (better-known by its sinister acronym: DRM). The software allows the movie to be watched for 30 days from the date of purchase. Additionally, once the customer has begun to watch the film, they have 48 hours until the content is locked to prevent further viewing.
Initially, customers will be able to choose from more than 1,000 new release and catalog films, with more to come in the next few months. As digital downloading becomes more popular, Blockbuster Express is poised to integrate this capability into its existing kiosk network, according to Supermarket News. The digital rentals will be tested at various price points, with Fast Company reporting that the downloads will start at $1.99.
Between VOD, “cloud” digital distribution, traditional discs and this new technology, consumers have never had more options when it comes to getting home entertainment content. Do you consider Blockbuster Express’ new digital delivery method useful and convenient, Insiders? How do you see yourself getting your movies in the next year? In five years?