As much fun as it is to bash the top of your DVD player each of the 135 times your Total Access movie skips during playback, Blockbuster has apparently decided to get serious about movie downloads – sort of. Back in November, Blockbuster finally announced its first set top box offering, allowing users to purchase OnDemand movies on a pay-per-view basis. Yay. Blockbuster’s set top offering, shall we say, hasn’t quite been greeted with open arms, nor has the PC-based download service available on blockbuster.com. That won’t stop the stumbling giant from moving forward and exploring new ways to stay relevant of course, and its latest move is just that. CinemaNow, a movie download service that continues to expand, will now be Blockbuster-branded. While this will make movies bearing the Blockbuster logo available on a new range of devices, it does little to advance Blockbuster in the digital realm – instead, the move simply slaps a more recognizable brand on the CinemaNow service. Offerings are still pay-per-view with titles available to rent or buy, and pricing will remain the same. Blockbuster Chairman Jim Keyes claims that the company is currently examining subscription options but stated nothing finite. Netflix, on the other hand, still offers unlimited movie downloads to all subscribers with a monthly DVD-via-mail plan of $8.99 or higher.