Blockbuster Adds In-Store Exchanges to Online DVD Rental Service

Blockbuster announced on Wednesday that it has altered its online DVD mail order rental service so that subscribers can now either return movies through the mail or to participating Blockbuster stores. For each online rental exchanged in a store, customers will receive a free in-store movie rental. All of Blockbuster's 1.5 million online subscribers will automatically be upgraded to the new Blockbuster Total Access service. "Customers shouldn't have to choose between renting online versus in-store, and they should never have to be without a movie," said Blockbuster chairman and CEO John Antioco.

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