Blockbuster Express, the kiosk operator owned by NCR Corp., not the DISH satellite company, which owns the brick-and-mortar stores, will inaugurate a new pricing structure for movie rentals beginning Nov. 8. Users will have to pay $3.00 for the first night during the first 28 days after a movie's release. From the 29th day until the 90th, the first night's rental will be $2.00. After that, it will drop to $1.00. From the second night on the rental charge will be $1.00. Blu-ray Disc rentals will cost an additional $1.00 across each level. The move presumably comes in response to studio threats to discontinue wholesale sales of their discs to all mass renters, including Blockbuster Express rivals Netflix and Redbox, until 60 days after they become available for sale. Should that happen, renters are expected to purchase titles through discount big-box retailers like Walmart and Target, who typically feature some discs at near- or below-wholesale prices as loss leaders.

04/11/2011