Blockbuster Express was a self-service kiosk movie rental service offered by NCR Corporation under license from Blockbuster LLC. It provided customers with a convenient and affordable way to rent DVDs and Blu-ray discs from automated kiosks, similar in concept to Redbox, primarily located at grocery stores, pharmacies, and other retail locations.
The Rise and Fall of the Red-Box Rival
Blockbuster Express emerged as a challenger to the dominant Redbox in the automated movie rental kiosk market. Launched in 2009, it aimed to leverage the established Blockbuster brand recognition and provide consumers with an alternative to traditional video rental stores, which were rapidly declining. The kiosks offered a selection of new releases and older titles, typically at competitive rental prices.
However, despite initial growth and a substantial number of kiosks deployed across the United States, Blockbuster Express faced significant challenges. Intense competition from Redbox, along with the rise of streaming services like Netflix and Hulu, ultimately led to its demise. In 2012, NCR Corporation announced its decision to exit the Blockbuster Express business, citing unsustainable profitability and a changing market landscape. The kiosks were subsequently removed, marking the end of Blockbuster Express’s brief but impactful run. While its lifespan was short, it exemplified the changing dynamics of the entertainment industry and the consumer shift toward digital media consumption.
The Tech Behind the Kiosk
How it Worked
The operation of Blockbuster Express kiosks was relatively straightforward. Customers would browse the available movie selection on a touchscreen display, choose their desired titles, and pay using a credit or debit card. The kiosk would then dispense the selected discs. Return options were typically limited to the original kiosk location, with rental periods generally lasting one night.
Security Measures
Security was a significant consideration in the design of Blockbuster Express kiosks. The machines were equipped with various features to prevent theft and vandalism, including surveillance cameras, reinforced cabinets, and security software to track inventory and prevent unauthorized access. These measures were crucial for protecting the kiosk’s contents and ensuring the integrity of the rental process.
Frequently Asked Questions (FAQs) About Blockbuster Express
1. Why did Blockbuster Express fail?
Several factors contributed to the failure of Blockbuster Express. Chief among them was the intense competition from Redbox, which had already established a strong market presence. Redbox also often had earlier access to new release movies which allowed them to rent them out first. The rapid growth of streaming services like Netflix and Hulu also significantly impacted the kiosk rental market, offering consumers a more convenient and often more affordable alternative. Ultimately, Blockbuster Express struggled to achieve sufficient profitability to sustain its operations in the face of these challenges. The parent company NCR decided to focus on other core business objectives and shut down the Blockbuster Express division.
2. Where were Blockbuster Express kiosks typically located?
Blockbuster Express kiosks were strategically placed in high-traffic retail locations to maximize accessibility and convenience for customers. Common locations included grocery stores, pharmacies, convenience stores, and other retail outlets where people frequently shopped. The goal was to capture impulse rentals and provide a convenient option for movie viewing.
3. How much did it cost to rent a movie from Blockbuster Express?
The rental prices for movies at Blockbuster Express kiosks varied depending on the movie type (new release vs. older title) and the duration of the rental period. However, they were generally competitive with Redbox’s pricing, typically around $1-$2 per night for DVDs and slightly more for Blu-ray discs.
4. Could you return a Blockbuster Express movie to any kiosk?
No, typically you could only return a Blockbuster Express movie to the same kiosk from which it was rented. This restriction was due to the kiosk’s inventory management system and the specific tracking of discs to individual machines.
5. What happened if you didn’t return a Blockbuster Express movie on time?
If a movie was not returned by the due date and time, customers would be charged a daily late fee. Eventually, if the movie was not returned after a certain number of days, the customer would be charged the full retail price of the movie. This was a common practice in the kiosk rental industry to discourage customers from keeping movies indefinitely.
6. How did Blockbuster Express handle new releases?
Blockbuster Express aimed to stock new releases alongside Redbox, but often struggled to secure the same early availability as its competitor. Movie studios often prioritized larger players like Redbox, giving them access to new releases sooner. Blockbuster Express often faced delays and less availability of certain titles which impacted their marketshare and customer satisfaction.
7. Was Blockbuster Express affiliated with the Blockbuster video stores?
Yes, Blockbuster Express was licensed by Blockbuster LLC, meaning it was authorized to use the Blockbuster brand name and logo. However, it was operated independently by NCR Corporation. This allowed Blockbuster to maintain a presence in the movie rental market despite the decline of its traditional brick-and-mortar stores.
8. What types of movies were available at Blockbuster Express kiosks?
Blockbuster Express kiosks typically carried a selection of new release DVDs and Blu-ray discs, as well as a selection of popular older titles. The movie selection was regularly updated to reflect current trends and customer demand.
9. What payment methods were accepted at Blockbuster Express kiosks?
Blockbuster Express kiosks primarily accepted credit and debit cards for rental payments. They did not typically accept cash. This was a standard practice in the automated kiosk industry to simplify the transaction process and reduce the risk of theft.
10. How did Blockbuster Express compete with Redbox?
Blockbuster Express attempted to compete with Redbox through a combination of brand recognition, competitive pricing, and convenient locations. However, it ultimately struggled to match Redbox’s scale and efficiency, particularly in securing early access to new releases.
11. Are there any remnants of Blockbuster Express still around today?
No, all Blockbuster Express kiosks have been removed and the service is no longer operational. There are no active remnants of the service in existence.
12. What lessons can be learned from the failure of Blockbuster Express?
The failure of Blockbuster Express provides several important lessons. It highlights the importance of adapting to changing market conditions, particularly the rise of digital streaming services. It also underscores the need for strong operational efficiency and competitive pricing in the automated kiosk market. Finally, it demonstrates the challenges of competing against a well-established incumbent like Redbox. The demise of Blockbuster Express serves as a cautionary tale for companies entering competitive markets with rapidly evolving technologies.