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7-Eleven Wants EZ-D at Rental Price

6 Dec, 2003 By: Holly J. Wagner

7-Eleven will push for rental-priced EZ-D disposable DVDs in an effort to get a bite of the video marketplace without having to manage a large amount of stock, according to published reports.

In an interview with The Dallas Morning News, 7-Eleven CEO Jim Keyes said he knows the company can't compete on full-featured DVD prices, but might with the lower price of barebones discs that become unreadable in 48 hours.

“We'll never have as many choices as a Blockbuster, but with this, we could have a selection and become a viable destination for people who want to take home a movie,” he said.

A frequent complaint about the EZ-D, which Buena Vista Home Entertainment is testing along with Flexplay Inc., is the $6.99 price in test markets, based on various reports.

“We're shooting for this to be priced like a rental with no returns,” Keyes told The Dallas Morning News.

Flexplay executives declined comment on the test, which is ongoing in four U.S. markets. A 7-Eleven spokeswoman did not return phone calls by press time.

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