Redbox, best known for its network of disc-dispensing red kiosks, is exploring new digital horizons with the launch of an online service offering movies for sale or rent.
The straightforwardly named Redbox On Demand offers movie and TV titles via Roku, iOS, Android, Google Chromecast and Samsung smart TVs. Two-day rentals start at $3.99, with electronic sell-through starting at $9.99.
Disney titles are notably not in the mix for now. Redbox’s offering of Disney digital download codes via its kiosks without an overall distribution agreement in place–a potential threat to the studio’s effort to launch its own streaming service–drew a lawsuit from Disney.
Redbox On Demand is being positioned essentially as a bridge between a streaming-obsessed, mobile-connected world and a world that still stops by the grocery store. Powered by awareness built at kiosks, the Redbox app has racked up 35 million downloads and company surveys estimate 48% of U.S. consumers find out about new releases by browsing Redbox.
“We know consumers have a lot of choices when it comes to subscription streaming services, but no other brand is as closely associated with new-release movies as Redbox,” said CEO Galen Smith. “We’ve been America’s choice for new content for 15 years, and we’re excited to offer a new way to watch that provides greater choice within the Redbox ecosystem.”
Redbox On Demand offers many of the same new-release movies available at kiosks, and also expands the library of movies and TV shows for rental or purchase.
“The newest-release movies are not available in subscription streaming services,” said Ash Eldifrawi, chief marketing and customer experience officer. “Redbox’s stronghold on new releases has played a big factor in our ongoing relevance to consumers who crave the latest content.”