Sony will bring Blu-ray to independent rental chains. - High-Def Digest Forums
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Old 07-23-2007, 04:08 PM
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Default Sony will bring Blu-ray to independent rental chains.

Rentrak has announced that it has entered into a revenue sharing agreement with Sony that will bring Blu-ray titles into its rental distribution system. Beginning in September, Rentrak will begin to distribute Sony movie properties on Blu-ray to its network of independent movie rental outlets.

Rentrak's distribution system is based upon its ability to lease, rather than purchase, DVD and now Blu-ray movies from movie studios, which it then leases to a network of independent movie rental outlets. The system is permitted by the movie studios due to the fact that Rentrak provides them with a cut of the profits it extracts from fees paid by the independent rental chains. The smaller rental outlets benefit from the ability to stock competitive numbers of popular movies without worry of managing stock overhead and reselling movies when they are no longer popular as rentals.

The announcement will signal the introduction of Blu-ray titles from Sony at chains other than Blockbuster, the large rental outlet that announced last month it will exclusively carry Blu-ray rather than HD-DVD. It would appear that Sony has identified rental as a key battlefront in its war with HD-DVD, and has been successful in establishing inroads with these outlets.
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