Paramount has taken the opposite stance to that of their fellow Hollywood studios regarding DVD rental service Redbox. Warner Bros., Universal Pictures and 20th Century Fox have all extracted a deal from Redbox that sees them making movies available only after a 28 day waiting period. This is intended to drive sales of the newly released discs. In reality, it most likely just drives consumers mad. Paramount has agreed to
allow Redbox to rent movies the day they are made available for sale
The rental landscape is changing rapidly with services like Netflix and Redbox. Redbox offers rentals for $1 per night. Paramount seems to be taking note of the boost Redbox is offering. " There hasn't been a cannibalization of DVD sales from Redbox, and Redbox was allowing us to expand our business and ultimately make more money," said Paramount Home Entertainment president Dennis Maguire.
Netflix has gotten the same treatment from Warner Bros., Universal Pictures and 20th Century Fox, but it may be different with Paramount. When they work out their next arrangement, Maguire said they will go in with similar intentions. Do you frequent a local Redbox? Would a release window make you more likely to purchase a movie?