Blockbuster Launches ‘Less Waiting’ Ad Campaign
DALLAS (AP) – Blockbuster Inc., the video rental chain that is in the midst of restructuring under bankruptcy protection, on Monday launched a national ad campaign that promotes its 28-day head start over competitors Netflix Inc. and Coinstar Inc.’s Redbox when it comes to renting certain new releases.
The campaign is dubbed “Less Waiting. More Watching.” It debuted on NBC’s “Today” show and will also air on ABC’s “Dancing with the Stars: Finale.”
The advantage doesn’t apply to all movies or in all formats.
In the last two months, Universal Studios and News Corp.’s 20th Century Fox announced that they would impose a 28-day delay on movies released to Blockbuster Express kiosks run by NCR Corp., with the exception of a few test cases in which they would charge more than $1 a night. Warner Bros. imposes a similar delay on all kiosk operators.
Viacom Inc.’s Paramount, The Walt Disney Co. and Sony Corp. allow discs to be rented from all kiosk operators the same day they are released for sale.
Along similar lines, studios are divided on how soon they allow mail-order firm Netflix to rent out its new home video releases.
James Keyes, Blockbuster’s chief executive, said in a statement the campaign “reminds everyone that we are the first and best source for the hot new releases.”
The 28-day advantage applied to such movies as “The Blind Side,” “Avatar” and “Sherlock Holmes,” the company said. It will also apply to “Inception” and “Wall Street: Money Never Sleeps.”
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