At the same time, the company cut its late-fee revenue stream, it was building out its online platform cost another $200 million. If you add up these two costs, Blockbuster paid $400 million in an effort to modernize and remain competitive with Netflix.
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Just as Blockbuster was trying to get into gear, it announced its CEO will be leaving. John Antioco's departure at the end of this year comes at a critical time for the company. He was forced out because of a salary dispute with the company's board, led by billionaire investor Carl Icahn. That dispute temporarily overshadowed another battle - Blockbuster's attempts to compete with the online DVD rental company Netflix. NPR's Greg Allen has more.
ALLEN: By allowing customers to select their movies online and receive them through the mail, Netflix quickly carved out a profitable niche in the video rental market. Although Blockbuster responded with its own online service, it didn't really take off until last fall, when the company upgraded it to something called Total Access.
Michael Pachter, an analyst with Wedbush Morgan Securities, says online is still just a small part of Blockbuster's business. But the success of Total Access shows that the company is on the right track.
The first Blockbuster store opened on October 19, 1985, in Dallas, Texas, with an inventory of 8,000 VHS and 2,000 Beta tapes.[23][24][25] The chain's name is derived from the term blockbuster, a Hollywood term for a successful film. Cook's experience with managing huge databases proved helpful in driving innovation within the industry.[3] Following early success from the company's first stores, Cook built a $6-million warehouse in Garland, Texas, to help sustain and support future growth that allowed new stores to open quickly.[3] Blockbuster would often custom-tailor a store's inventory to its neighborhood, based on local demographics.[3]
In 2002, Blockbuster acquired Movie Trading Company, a Dallas chain that buys, sells, and trades movies and games, to study potential business models for DVD and game trading. Also that year, it acquired Gamestation, a 64-store UK computer and console games retailer chain, and purchased DVD Rental Central for $1 million, an Arizona father-and-son online DVD-rental company with about ten thousand subscribers. DVD Rental Central would eventually become Blockbuster Online.[61]
A billion-dollar campaign called "Total Access" was introduced in 2007 as a strategy against Netflix. Through Blockbuster Online, customers could rent a DVD online and receive a new movie for free when they returned it to a Blockbuster store. While it was a major success every free movie cost the company two dollars, but the hope was that it would attract enough new subscribers to cover the loss. Netflix felt threatened, and Netflix CEO Reed Hastings approached Antioco with a suggestion to buy Blockbuster's online business. In return, a new system would be introduced where customers could return their movies to a Blockbuster store. Before the deal could be realized, board member Carl Icahn intervened, refusing to let the company lose more money through Total Access. Antioco was pushed out in July and replaced with James Keyes, who rejected Hastings' proposal, raised the price of online DVD rentals and put an end to the free movie deal. As a consequence, Blockbuster Online's previously massive growth quickly stopped.[70] Antioco's departure reportedly also involved continued controversy over his compensation. He left with a $24.7 million severance package.[71]
The liquidation of Movie Gallery began in May 2010, eliminating Blockbuster's primary competitor. During the same month a dissident shareholder, Gregory S. Meyer, in an effort to be elected to Blockbuster's board of directors, engaged in a proxy battle with Blockbuster's board, alleging that the board had been responsible for significant destruction of value to shareholders. Meyer was elected to the board at Blockbuster's shareholder meeting in Dallas on June 24, 2010.
In January 2006, Blockbuster Brazil also introduced an online rental service now featuring both DVD and Blu-ray plans. There were four Block plans available with prices ranging from R$34.90 to R$79.90. The 3-disc plan with unlimited exchanges was R$49.90/month. Unlike the U.S. service, there was no in-store disk exchange.[215][failed verification][failed verification]
In May 2004, Blockbuster also introduced an online subscription service. The unlimited three-disc plan cost 14.99/month but did not allow in-store exchange, contrary to the U.S. service. Partial support for in-store exchange was added in April 2005 with the launch of an "OnlineXtra" service. This service cost 2 per month, required an online subscription to a disc plan, and added two extra discs sent by mail. The OnlineXtra discs could be exchanged in store, but the non-OnlineXtra discs could not. The program was discontinued in 2006 with no grandfathering, but an in-store-only variant of it resurfaced in early 2008.[218] A "Click & Collect" service launched in September 2010 allowed the reservation of Blockbuster movies in store, but the store's regular rental fees applied until the company added in-store exchanges in May 2012.[219][220] Support for game reservations was added in November 2011.[221]
In 2008, Blockbuster UK's website underwent an overhaul, with an online store; a retail store stock checker; improved search functionality; and a critically acclaimed layout.[222] In-store pickup and exclusive titled were added in 2009. Some of the titles which had an exclusivity period at Blockbuster include Gran Torino, Changeling, Taken, and Knowing. Additionally, online rental downloads of Universal Pictures in the United Kingdom remains exclusive to Blockbuster. This provides an advantage to the rental company compared to its competitors HMV, Play, and LoveFilm.[222]
In January 2010, Blockbuster UK launched an online blog.[223] Improved search algorithms, product pages, and social network links were added to the site in April 2010.[224] Blockbuster UK aired a monthly BB Insider online video show from May 2010 to January 2011[225] and launched an iPhone App in September 2010.[226] Throughout the year 2011, Blockbuster UK announced several price cuts along with a new Blockbuster loyalty card program.[227]
Blockbuster's US online operation started with around 10 warehouses; further expansions every year brought that number to 41, plus more than 1400 stores in the Blockbuster Online network. Most Blockbuster independent franchises did not honor the Total Access program. The company had 1.5 million subscribers at the end of the third quarter of 2006.[242] Blockbuster's move to follow the business pattern with its online rentals as was established by Netflix prompted Netflix to sue Blockbuster for patent infringement. Blockbuster counter sued with a counterclaim alleging deceptive practices with its patent which it alleged was designed to maintain an illegal monopoly. The suits were eventually settled, and while the terms were not disclosed it was later reported that Netflix recorded a settlement payment from Blockbuster of $4.1 million ($5.6 million in 2022) in the second quarter of 2007.[243]
Blockbuster offered several online movie rental plans. In some cities customers could add games to their movie rental queue as if they were included in their plan, but game rentals resulted in a separate additional fee which was not displayed or charged until the end of the billing cycle.[244] Until July 26, 2007, Blockbuster offered and advertised unlimited free in-store exchanges of online rentals with all plans. Since then there were several changes back and forth with regard to this policy; in March 2010 customers were allowed a limited number of in-store exchanges.
The popular narrative typically casts Blockbuster as a lumbering, old giant with an outdated business model that was taken down by the upstart Netflix, a spritely tech start-up with the revolutionary foresight to see that the future of home entertainment was all online. Movie over. Cue the end credits and nostalgic news coverage of the world's last brick-and-mortar Blockbuster store (it's in Bend, Oregon).
First of all, Blockbuster turned down a golden opportunity to end its rivalry with Netflix early in the game when Randolph and Hastings offered to sell Netflix to the video rental giant in 2000 for just $50 million. Instead of taking that offer, in which Hastings said that Netflix would essentially become Blockbuster's online business, Blockbuster basically "laughed us out of their office," former Netflix chief financial officer Barry McCarthy said in a 2008 interview.
Eventually, Blockbuster and CEO Antioco realized that Netflix was onto something. In 2004, a year in which Netflix's annual revenue hit $500 million, Blockbuster debuted its own online DVD subscription service, called Blockbuster Online. In a call with Wall Street analysts at the time, Netflix's Hastings said that Blockbuster and Antioco had "thrown everything but the kitchen sink at us." (Not long after, Antioco sent a package containing an actual kitchen sink to Hastings.)
First of all, Blockbuster was already carrying roughly $1 billion in debt when the company launched its online business, as its former parent company, Viacom, saddled its subsidiary with debt while spinning off Blockbuster into its own public company in 2004.
Blockbuster's debt rankled shareholders, especially with Blockbuster plowing roughly $200 million into an online business that was not yet profitable while also losing out on hundreds of millions of dollars in late fees.
Blockbuster's online subscription business sputtered and the company was suddenly faced with an even larger obstacle than Netflix: the 2008 financial crisis that led to the Great Recession. The financial crisis made it a scary time to be carrying so much debt, especially since banks were no longer as willing to lend additional money.
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