Blockbuster tries to lure customers back following acquisition

Following bankruptcy and an ensuing acquisition at auction, Blockbuster is now trying to lure back the hordes of customers it lost to competitors like Redbox and Netflix. A BGR reader sent us a letter that Blockbuster is circulating to recent defectors in an effort to win back their business in a post-Dish Network world. Among the carrots Blockbuster is currently dangling are a free 30-day Total Access trial and a “special rate,” though that special rate is not disclosed in the email. Blockbuster’s Total Access service was created as a direct response to Netflix, offering DVD rentals by mail just as Netflix does, though Blockbuster’s option is now more affordable following Netflix’s price hikes. Of course Total Access used to be a much more attractive option than it is in its current state, but the lower pricing and the quicker availability of new titles could be attractive benefits over rival Netflix. Blockbuster’s letter to former Total Access customers can be found below.

Dear [redacted],

Just 90 days ago I became the president of Blockbuster. In that time, our company has worked tirelessly to improve our product and regain your trust. We have reduced in-store DVD rental prices by as much as 38%, while other companies have raised prices by as much as 60%. Millions of customers have rewarded us by visiting our stores and experiencing our unmatched choice, convenience and value.

You’ve been part of the Blockbuster family before, and we want to earn your business again. For a limited time, we’re offering you a special rate and a free 30-day trial of Blockbuster Total Access.

Blockbuster Total Access is an outstanding alternative to other services. In addition to our everyday low pricing, you’ll get:

  • Many of the newest movie releases 28 days before Netflix and Redbox.
  • Games and Blu-ray at no extra charge
  • Unlimited exchanges for free in-store movie rentals
  • Improved availability, especially of our new release titles

We have more than 1,500 stores nationwide that will continue to provide excellent service and value and I invite you to take advantage of unlimited in-store exchanges. We hope you will agree that the Blockbuster experience is unmatched.

As a special offer to you, you’ll get a discounted rate if you sign up using the link in this email before September 15. Come say hello to the new Blockbuster — click here to start your 30-day free trial today.

Sincerely,
Michael Kelly
President, Blockbuster L.L.C.

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