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Blockbuster Online Denies 'Throttling'

2 Mar, 2006 By: Erik Gruenwedel

Citing consumer inquiries on the matter, Blockbuster Online, the Internet-based subscription rental unit of Blockbuster Inc., March 2 reiterated that it does not “throttle,” or limit the number of movies shipped to frequent customers.

The announcement comes on the heels of media scrutiny involving online rental pioneer Netflix, which is poised to settle a class-action lawsuit alleging false advertising, unfair and deceptive trade practices, and breach of contract regarding DVD delivery times.

“Blockbuster Online does not throttle,” said Shane Evangelist, SVP and GM for Blockbuster Online. “We don't prioritize our customers' movie-fulfillment based on how often they use our service, and we don't limit the number of movies a subscriber receives each month. We want our customers to get the full entertainment value that comes from a subscription plan, whether that's watching 20-plus movies a month or five.”

Online subscribers also receive a free in-store movie rental each week, which Evangelist said allows them to “satisfy” short-notice rental impulses at Blockbuster retail locations.

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