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Amazon Rebranding LoveFilm Instant in U.K. and Germany

21 Feb, 2014 By: Erik Gruenwedel

Subscription streaming service assumes Amazon Prime Instant Video brand name; includes transactional VOD and digital sellthrough

Amazon Feb. 21 said it is rebranding it’s LoveFilm Instant subscription streaming service in the United Kingdom and Germany to Amazon Prime Instant Video — the name of its U.S.-based shipping loyalty program. The LoveFilm brand will continue for the by-mail disc rental business Amazon also owns.

The LoveFilm brand, which includes about 2 million subscribers, will continue for the by-mail disc rental business Amazon also owns.

The move — designed to buttress reported European expansion by Netflix into Germany and France — is differentiating itself from the SVOD pioneer by also offering transactional VOD and digital sellthrough options, in addition to access to 500,000 Kindle ebook rentals.

Prime will be offered at £79 a year ($131.50) — a 35% saving for what were previously separate services.  Customers who join during the countdown period can lock in a full year of unlimited one-day delivery and unlimited streaming for only £49 ($81.50).

LoveFilm Instant includes unlimited streaming of more than 15,000 movies and TV episodes. European Prime members will have unlimited access to movies such as The Girl With the Dragon Tattoo, The Hangover Part II,  One Direction: This Is Us, Friends With Benefits and Alvin and the Chipmunks: Chipwrecked, as well as TV shows such as “The Walking Dead,” “Dexter,” “Vikings,” “Downton Abbey,” “Desperate Housewives” and children’s titles “Peppa Pig,” “Fireman Sam” and “SpongeBob SquarePants.” They will also have exclusive access to Amazon original TV series “Alpha House” at launch and “Betas,” which debuts soon.

LoveFilm Instant has more than tripled its content selection since Amazon bowed the streaming service in 2011. The e-commerce behemoth acquired LoveFilm in 2008. Like Amazon Prime Instant Video, its app is available on Xbox One, PlayStation 4, Samsung and Sony TVs and iPads and iPhones.

“Millions of customers in the U.S. have streaming video included as part of their Prime membership and they tell us they love the combination of unlimited delivery, the ability to borrow Kindle books, and convenient access to thousands of the most popular movies, TV shows and exclusive videos,” Greg Greeley, VP of Amazon Prime, said in a statement. “We are delighted to be bringing that same combination of services to the U.K., providing members truly unique benefits they can enjoy every day of the year.”


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