Universal, Blockbuster Express to Test Earlier Movie Release Window

Universal Studios Home Entertainment movies will be available at Blockbuster Express kiosks 28 days after initial release in theaters, on the same days those new movies are made available for retail purchase, NCR Corp. and Universal Studios say.

The market test will attempt to assess whether the ability to rent a movie recently in theaters, about 30 days earlier than has been possible in the past, is valuable enough to entice consumers to pay extra.

The new premium release window will be tested at some Blockbuster DVD rental kiosks, and will test a higher price point, possibly about $3 for a one-day rental, compared to the $1 price point for movies available for rental using the standard DVD rental release window.

As part of the arrangement, Universal will directly supply NCR with new release DVD and Blu-ray titles effective immediately, beginning with "Robin Hood" and "Get Him to the Greek."

"By implementing a 28-day window agreement with NCR, we are able to provide consumers with what they want –additional access and options in movie rentals for some of Universal’s newest and most popular titles," said Craig Kornblau, president, Universal Studios Home Entertainment. "Our agreement to test premium day-and-date offers and new DVD sales will help us identify new outlets for our movies while giving our customers the flexibility and choice they want in their entertainment purchases."

Many content owners have, as you might guess, been unhappy with the $1 price point of Redbox rentals, arguing it devalues the product. The earlier release window offers a chance to move price points higher.