Warner Bros., Redbox make deal to shorten wait for movie rentals


Warner Bros. and Redbox have reached a multi-year deal that reduces the wait for new movies available through the retailer’s popular red rental kiosks.

The studio said it will make newly released movies available to Redbox within 28 days of the DVDs and Blu-ray discs going on sale, starting in January.

Earlier this year, the Time Warner Inc.-owned studio instituted a new policy that all DVD rental outlets must wait 56 days from the time the disc goes on sale at retail outlets Wal-Mart and Best Buy until consumers can rent them. That was double the traditional 28-day “window.”


Under the new agreement, Redbox has agreed to tout UltraViolet -- a studio-led initiative, pushed hard by Warner, that promotes the benefits of movie ownership -- at its rental kiosks. UltraViolet movies may be stored digitally, and accessed via any service or device that is part of this Digital Entertainment Content Ecosystem.

Warner struck a separate deal with Redbox Instant by Verizon, a joint venture between the retailer and the carrier, to offer its movies through a planned streaming service. This offering, which is set to launch later this year, will support and distribute UltraViolet-enabled movies.

“This agreement perfectly fits with Redbox Instant by Verizon’s vision for bringing people the movies that matter, wherever and whenever they choose,” said Shawn Strickland, chief executive of Redbox Instant by Verizon.


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