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AT&T Rebrands VOD Service 'U-verse Movies'

AT&T has relabeled its transactional video-on-demand service U-verse Movies, emphasizing the availability of new releases to fight rental competitors Netflix and Redbox. The telco, which previously marketed the service as U-verse On Demand, is touting that it offers titles up to 28 days before Netflix and that customers can watch many titles on TV, as well as online, on mobile devices and using a Microsoft Xbox 360.

AT&T's U-verse Movies campaign kicked off Jan. 5 and will continue through the rest of the first quarter of 2011. Promotions include TV spots, direct mail, print and radio in certain markets. "We're focused on our member base, but we're also looking to play up these advantages for customer acquisition," he said.

DirecTV and Blockbuster also have marketing strategies taking aim at Netflix's 28-day delay on new releases with several studios.



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