"Until today, no online rental service offered customers the option of returning their movies to the store and exchanging them for free movie rentals, and there is no other store-based retailer that offers customers the convenience and the selection of the more than 60,000 titles available through our online service," Blockbuster Chairman and CEO John Antioco said in a release announcing the program. "Customers shouldn't have to choose between renting online versus in-store, and they should never have to be without a movie."
The program extends to all Blockbuster offerings, including its $5.99 and $7.99 plans, thereby undercutting Netflix's pricing as well.
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