Judging from the fact that most people don’t even know that Redbox and Verizon tried to release their own Netflix-killer back in 2013, known as Redbox Instant, I think it’s safe to say that it was a failure. Redbox isn’t giving up, however, and even though Redbox Instant has already been killed off, the company is going to try again with a new service, according to a report from Variety on Thursday. This new service will be called Redbox Digital, and it’s not going to directly compete with Netflix, which is definitely a smart move.
Three years ago, in March 2013, Redbox launched its Netflix-killer in partnership with Verizon—but the service fell flat and closed up shop nineteen months later. Now, it appears Redbox is attempting an online comeback with a new service called Redbox Digital, according to Variety. This new platform reportedly won’t be a Netflix subscription service “targeted squarely at movie lovers.” Instead, Redbox Digital will go the more ho-hum route of digital rentals and purchases for online streaming and download. The store will offer a selection of both movies and TV shows. The company plans to integrate its service into its existing mobile apps, Variety says. Currently, the Redbox mobile apps for Android and iOS allows you to find a Redbox kiosk near you and get driving directions to it, peruse the kiosk’s inventory, view movie trailers and news, and see what’s coming soon to Redbox. Beyond the mobile apps, Redbox’s points-based loyalty program will also be integrated with the new service. The company may also provide its service on the various television accessories such as set-top boxes and Chromecast devices. There’s no word on whether Redbox will also roll out Smart TV apps or integrate with Android TV.
