New Redbox move, FREE MOVIE!!

Last time I blogged about the little red cabin they were launching a new promotion partnering with Foursquare to offer discounts on DVDs when you checked in. This only lasted for a limited amount of time to create awareness and urgency between consumers.

Till they started with a new promotion. Today, apparently, is America's Movie Night. Redbox asks us to change our FB status to our favorite movie quote and "be sure to remember to link back to the America's Movie Night Page so everyone knows why you're doing it". Subtle.

Due to being America's Movie Night, mark that in your calendars from now on, Redbox is offering us a free dvd or a $1 discount only available today. All you have to do is:

- Type Redbox on Facebook search Bar
- Like the page (and give them access to all your personal information), of course
- Go to the tabs in the left hand side and click on America's Movie Night
- Click on GET A FREE MOVIE NIGHT FOR YOURSELF
- They'll give you the code or the possibility of sending it to your email and phone.

I'm not sure how the code is going to work, I'm guessing you just punch it in, select your movie, and feel good about getting something for free.

Redbox is trying, hard. With their latest promotions they're increasing trial and their brand awareness. They're also positioning themselves as the fun brand that will help you out instead of increasing their prices, cough cough Netflix. I've never gone to a Redbox cabin and I'm already planning my trip today so I guess it's working. Nicely done and keep it up.

Foursquare+Redbox= DVD Discounts!

After the much hyped Netflix summer move of separating streaming(7.99) and dvd prices (7.99) resulting in a whooping $15.98, most of their current subscribers, including your fellow blogger, decided to drop one of their services. Finally the time had come when Netflix realized it was being way too cheap and customers were angry. Meanwhile, Amazon and Redbox started planning ahead their next move. Amazon started stocking up their catalog with new titles and Redbox grinned happily as the majority of Netflix´s old customers vowed to change to the red telephone cabin.

Netflix is starting their new plan September first and Redbox is ready to counterattack with a new offer only valuable August 15 to August 24. Their joining up with Foursquare to offer discounts (from $0.10 cents to $1.00) every time you check in at one of the Redbox kiosks. Given that the DVD´s are only $1.00 any reduction is price is quite nice.

During that trial week Redbox can see if partnering Foursquare (the cool kid in the block) is actually worth it and if it increases trial. But most of all, this will be about spreading buzz and reminding customers of the Redbox brand when September comes and they decide to leave Netflix.

I want to embrace Redbox but the late fees and the fact that their catalog is not that big turns me off. However, I find myself looking at their DVD´s at Ralphs and seeing titles that are not in Netflix just yet. Fact is, will you want to leave the house and drive for five minutes to return your dvd? Or would you rather pay and not worry?

Either way, it´s healthy to see some competition and options for movie watchers out there. Netflix, brace yourself, fall is coming. 

VOD, Facebook, Netflix...What ever happened to going to the movies?

The delicious buttered up smell of popcorn when one enters the doors of a theater. Arguing with friends in the middle of a dark room to decide which row to seat on. Not the last one, she forgot her glasses, what about the first front seats? Someone always gets motion sickness. After standing there blocking everyone´s view, the middle is always chosen as the fair choice for everyone. If you manage to get a good seat and avoid a line of screaming girls behind you or the guy that decides to share his director commentary on the movie with the rest of the audience, you´re safe. Lights go out, trailers start and magic happens. There´s nothing like it.

The days of movie going are not over but more than ever, the movies are coming to us. Tribeca has recently acknowledged the importance of social media and digital platforms.  Some panelists are convinced that watching movies will be soon something ordinary in Twitter. Hollywood will start fishing where the fish are and these social platforms full with potential moviegoers. According to them, digital distribution will take form when: the devices are easy to use and content is available at a reasonable price.  Some of these prerequisites have already been solved but others, such as price, are still trying to find what works. Lets take a look at the recent digital distribution events that have been WOM these past couple of months.

1.  Netflix has become the largest subscription entertainment business in America: 

  

Netflix

Nowadays, six out of ten movies are streamed out of Netflix and 7% of Americans are subscribed. Dethroning Comcast, the red envelope has proven that it´s here to stay. However, competitors have not waited to counterattack. In February Amazon announced it will allow their Amazon Prime clients (who pay 79$ a year) to stream shows and movies free of charge. HBO has launched its HBO GO app this month that will show every episode of every season of their cable channel in mobile devices and TVs, subscription required. 

Netflix, however, has an ace up its sleeve. Earlier this year it announced the launch of its first original and licensed series: House of Cards. 26 episodes directed by the great David Fincher and with Kevin Spacey as the leading role. This one hour drama will debut in late 2012 and will talk about the ruthless world of British politics in the Thatcher era. Netflix takes a risk after recently acquiring successful deals for the rights of: Mad Men ($1M per episode), Glee, Sons of Anarchy, The Wonder Years, Fraiser and Cheers.  

2. Facebook is the first social platform to rent movies

 

Dark Knight on Facebook

Warner Brothers took the lead making the Dark Knight available for 3 dollars or 30 Facebook credits. Type the name of the movie in your search bar and the page of the movie will immediately pop up. You don´t even have to LIKE it, just click on watch, pay, and you´re ready to go. The movie is available for 48 hours, during which Facebook still has full functionality. The interesting part about streaming in a social network is that it makes the experience more interactive for users. Now the audience can post comments, talk with their friends, quote the movie, at the same time they are watching it. For a generation full of digital natives who can´t seem to concentrate and need to be doing three things at once, this seems ideal. WB has recently added the Harry Potter franchise to the list, Inception, Life as we Know it, and Yogi Bear.

Four studios in P-VOD

3.The Premium VOD Controversy

Las Vegas´s Cinemacon was in for a big surprise when it was leaked that the four major studios( Universal, Sony, Fox, WB) planned to shorten the theatrical window 90 days and make their movies available in Premium VOD (for $29.99) just two months after their theatrical release. Exhibitors were outraged and studios defended themselves saying that their movies made most of their money in the first 4-5 weeks anyway. Read this interesting article that explains the 7 Key questions surrounding the controversy.

A list of 23 high recognized directors and producers such as James Cameron, Todd Philipps, and Peter Jackson have already spoken against it in their manifest. You can read the complete version here

Question is, will it work and will it severely affect the movie business? I personally think they will have to reduce the price gradually till the audience at home is willing to pay. For now, $30 seems too much, but what about when it´s $15? We´ll just have to wait and see how this turns out.

The audience is overloaded with options. Where should I see a movie? Facebook so I can talk to my friends? Netflix so I don´t have to drive and find parking in the theater? Premium VOD? People should remember even though more and more platforms will be invented there will never be something quite like an dark room full of strangers laughing and crying at the same thing.