Netlix New Release Policy 2010

Warners, Netflix agree to new-release delay

By Carl DiOrio
Jan 6, 2010, 02:08 PM ET
Updated: Jan 6, 2010, 10:20 PM ET

Got "Invictus" in your Netflix cue in hope of renting it the day the movie hits DVD?

Time for a rethink. Warner Bros. and Netflix on Wednesday unveiled a dramatic pact that will delay the studio's new-release discs reaching Netflix's 11 million online rental subscribers for 28 days.

Netflix agreed to the deal because it will boost the number of Warners catalog titles that Netflix will be allowed to offer while providing the delayed rental titles on less expensive terms. New-release rentals account for an estimated 30% of shipments by Netflix, whose customers skew toward catalog product.

Still, Blockbuster and other disc-rental operations will gain a competitive advantage among those wanting to rent new-release DVDs and Blu-ray Discs on the same day they hit stores. Eventually, the deal could have broad ripple effects within the home entertainment industry, but for now, the 28-day policy applies only to Netflix.

Similar agreements between other studios and additional retailers might proliferate during the coming months, if only as a means of dealing with the trend toward dollar rentals. Studios have become increasingly concerned about consumers' willingness to buy DVDs when Redbox and other DVD-kiosk companies are renting discs for a dollar a night.
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