Minneapolis-based Video Buyers Group (VBG) will be launching an anti-kiosk campaign this month in its 1,700 member stores. The objective of the promotion is to persuade customers that traditional stores, not $1 per night machines, offer a superior selection and rental experience.
The promotion is at least in part a bid to capitalize on the imminent delay several studios will be imposing on movies going to the kiosk rental channel. The theme of the campaign, ‘Available Here First’, is a dig at the minimum of 30 days Redbox, etc. will have to wait to obtain titles from the studios. Posters and stickers will be available to VBG members at no cost, and a small fee will be charged to other retailers that wish to participate.
According to VBG president Ted Engen, non-group member Family Video will place the posters in its locations as well.
“This program underscores the advantage that traditional rentailers have,” said Engen. “We have talked to Family Video, and they are joining efforts with us. We all want to [spread the message] to consumers that $1 rentals are devaluing our industry. You have a situation where a bottle of pop has about the same value as a night of entertainment.”
It will be interesting to see what effect, if any, this campaign has on consumer opinion and rental habits. Redbox has thus far proven itself fairly resistant to the delay previously imposed on by Universal. The kiosk operator has continued to stock Universal titles on their release dates by obtaining the films from other sources, and will presuambly do the same with Warner and Fox titles. The financial impact on Redbox from these mounting alternate purchases is open for debate. Redbox, of course, has recently launched its own PR campaign defending its business model.
On to the comments, Insiders, and let us know what you think will come of VBG’s anti-Redbox crusade. Will it be effective, or are they making consumers an offer they’ll refuse?
[via Video Business]