The company that runs Blockbuster Express kiosks is testing whether people will pay more to rent DVDs and Blu-ray discs of new movies 28 days before they are available from other vending machines.
On Tuesday, NCR Corp. began charging $2.99 for one night's rental of a DVD of Warner Bros.' "Inception" and 20th Century Fox's "Knight and Day." That's more than the $1 more per night than other DVDs, but the consumer would get access to films a few weeks earlier.
"Inception" is being made available the same day it was released in the home video market for sale. "Knight and Day" was made available for sale a week ago.
The test is part of an ad campaign by Blockbuster dubbed "Less Waiting. More Watching."