Warner Bros. and Redbox have reached a multi-year deal that reduces the wait for new movies available through the retailer's popular red rental kiosks.
The studio said it will make newly released movies available to Redbox within 28 days of the DVDs and Blu-ray discs going on sale, starting in January.
Earlier this year, the Time Warner Inc.-owned studio instituted a new policy that all DVD rental outlets must wait 56 days from the time the disc goes on sale at retail outlets Wal-Mart and Best Buy until consumers can rent them. That was double the traditional 28-day "window."
Under the new agreement, Redbox has agreed to tout UltraViolet -- a studio-led initiative, pushed hard by Warner, that promotes the benefits of movie ownership -- at its rental kiosks. UltraViolet movies may be stored digitally, and accessed via any service or device that is part of this Digital Entertainment Content Ecosystem.
