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Blockbuster Rolls Out Fourth-Quarter Marketing Machine for DVD

7 Nov, 2001 By: Hive News

Blockbuster said Wednesday that it is stepping up its marketing and promotional efforts in more than 4,300 corporate stores to support rentals of DVD movies and the sale of DVD hardware this holiday season.

The company will offer an array of programs. On Thanksgiving Day, Blockbuster will offer customers a free Philips DVD player with the purchase of a 52-week DVD rental card for $199.

Said Curt Andrews, senior v.p. and chief of marketing for Blockbuster, “Currently about 20% of our domestic rental revenues come from DVD, and we expect we'll be trending at about 30% by the end of the year. Given the opportunities that the growth in DVD presents, we're focused on developing programs that continue to position Blockbuster as the best way to DVD.”

Blockbuster has the following DVD promotions slated for the rest of fourth quarter:

-- A free Blockbuster 5-Day DVD rental when customers bring in proof of purchase of any DVD player from the retailer of their choice.

(Dec. 1 – Jan. 31)

-- A DVD rental each day from Dec. 26, 2001 through Jan. 29, 2002 with the purchase of a prepaid Blockbuster DVD Pass for $24.99 (Blockbuster Rewards members) or $29.99 (non-members).

-- A free 10-week DVD rental card with the purchase of a Philips DVD player for $149.99, through Jan. 7, 2002.

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