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Toys 'R' Us Launches Movie Service

8 Oct, 2012 By: Chris Tribbey

Retailer Toys “R” Us has launched its own movie and TV episode streaming and download service, with more than 4,000 titles — some available before disc — at launch.

Content partners signed on with the service at launch include 20th Century Fox, Lionsgate/Summit, NBC Universal, Paramount Pictures, Sony Pictures Home Entertainment, The Walt Disney Studios, Warner Bros., Anderson Digital, Gaiam Vivendi Entertainment, Magnolia Pictures, Phase 4 Films and Starz Media.

Titles available at ToysrusMovies.com are geared toward families, and the service features customizable parental controls and bonus features for some titles, including extended scenes and 10-minute previews of other films. The service is available now on PCs, Macs and devices with Adobe Flash.

The retailer plans on embedding the service on Blu-ray Disc players, tablets and connected TVs. Mobile Apple and Android devices should have access to the service this fall, and Toys “R” Us will include the service on its own Tabeo tablet ($150) when it goes on sale Oct. 21.

“At Toys ‘R’ Us, we continuously strive to bring exciting technologies and services to our customers and to extend the Toys ‘R’ Us brand into new areas,” said Michael Scharff, SVP of new ventures for the retailer. “With Toys ‘R’ Us Movies, we are able to leverage our valued relationships with leading digital and theatrical partners to provide great services and content we know families will love.”

The service — powered by entertainment technology company Rovi Corp. — features catalog and day-and-date content with disc, and is also offering some titles before they are released at retail, including DreamWorks Animation’s Madagascar 3: Europe’s Most Wanted (on disc Oct. 16). Users who buy and download content will have their titles stored in a personal Toys “R” Us library.

Movie rentals start at $2.99 for 24-hour access, while downloads start at $5.99. TV episodes are priced starting at 99 cents, with a majority priced at $1.99. More recent releases for download are priced at between $9.95 and $11.95.

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