This new service allows users to rent or purchase the rights to stream a wide selection of movies and TV shows for offline or online viewing.
"The newest-release movies are not available in subscription streaming services", said Ash Eldifrawi, Chief Marketing and Customer Experience Officer at Redbox. Pricing for new-release on demand rentals start as low as United States dollars 3.99 for 48-hour VoD rentals and USD 9.99 for EST transactions. The Apple TV app will be available soon, but you can now use Airplay to watch rented or purchased Redbox movies.
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With VOD rentals starting at $4.99 for 48 hours and digital purchases starting at $9.99, the service is likely meant for those who either simply can't get enough content, or prefer à la carte purchases over the monthly subscription fees services like Netflix and Hulu offer. In 2012 the company partnered with Verizon to offer Redbox Instant by Verizon.
Despite ongoing decline in the physical video rental business, Smith said the on-demand service is a complement to its core business, not a successor.
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"It's really, really important to understand that there's segmentation in the market", said Smith.
The public launch of Redbox On Demand comes after the company has been kicking the tires on a digital service for more than a year and half. The hottest new movie releases including Dunkirk, The Lego Ninjago Movie and Flatliners now on EST and Kingsman: The Golden Circle, Home Again, Detroit and All Saints now on VOD, and more are now available.
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While most of us probably know Redbox for their bright red DVD and game rental kiosks outside of local convenience stores, it seems the company is looking to expand its business beyond mere physical rentals.
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