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TDC Acquires Blockbuster Name Rights in Denmark

20 Jan, 2014 By: Erik Gruenwedel

TDC Group Jan. 20 said it has acquired the Danish rights to the Blockbuster name. The Danish telecommunications company said it would use the familiarity of the Blockbuster name to encourage Danes to rent movies online.

Dish Network, which is in the process of shuttering all company-owned Blockbuster stores in the United States, has been selling off international rights to Blockbuster since acquiring the bankrupt brand in 2011.

TDC said online and digital film rental have become increasingly popular in recent years, but many Danish households have yet to try digital film rental. With Netflix launching subscription service in Holland, TDC eyes a market for new releases on street date.

Last year, Blockbuster Denmark announced that its physical shops would be rebranded to RecycleIT.dk, which is based on creating a marketplace for pre-owned popular consumer electronics, films and games, which combines the physical shops with an online platform. In October last year, the first RecycleIT.dk shop opened in Copenhagen, and the remaining Blockbuster shops are expected to be rebranded during the next six months.

"Blockbuster is a very powerful brand, which for many years has offered the biggest selection of the best and latest films to Danish consumers, and will continue to do so in future. We will, of course, also revamp the concept by utilizing the wide range of possibilities that digital technology has to offer," senior EVP Anders Jensen said in a statement.

The TDC Group launched its first digital film rental service in 2006. Since then the service has been expanded to include all films released in Danish cinemas. The TDC Group is Denmark's largest TVOD provider with a market share of more than 50%. The TDC Group also offers film rentals through its YouBio subscription service.

Earlier this month, Dish sold its 300-store Blockbuster operations in Mexico to a national media group.

About the Author: Erik Gruenwedel

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