Blockbuster has announced that in January they will begin offering 99-cent DVD rentals to all customers.
The drop to under $1 USD will be the first time the large US rental company has ever done so, and CEO Jim Keyes believes the move should lure in cautious consumers scared for their economic futures.
“We do have plans in the month of January to more aggressively roll throughout the system a value offer that will include movies in the 99 cents price range,” Keyes said.
“The 99 cents plan is targeted at the value-conscious consumer in this challenging economy,” he noted.
New movies would not be priced at $1 but thousands of catalog titles would be. New titles will remain at the same price, $5 USD for a two-day rental.