Philips and Blockbuster have announced that they will bring the Blockbuster On Demand streaming video service to the newest Philips Blu-ray players with Web connectivity.
Blockbuster, Netflix and rivals are looking to create custom partnerships to help solidify their place in a changing market.
The service will give Philips Blu-ray owners the ability to use search and browsing features on-screen, along with browsing movie trailers and ratings. Philips has included Blockbuster On Demand with its 5320 and 7320 Blu-ray players, and it will be included in future product launches.
"Blockbuster On Demand gives customers instant access to the very latest new releases on the same day as DVD and Blu-ray," said Bruce Anderson, Blockbuster On Demand GM, in a statement. "These new Philips Blu-ray players are a great way for you to enjoy the latest hit movies or cinema classics and we are excited to enhance that experience."
Blockbuster has flirted with bankruptcy for some time now -- and still has a $900 million debt -- and most recently was unable to make a scheduled $42.4 million debt payment. If Blockbuster wants potential customers to take the company seriously, it needs to begin to wipe away its growing debt.
Blockbuster remains dedicated to its stores that offer DVD, Blu-ray and by-mail video game rentals -- but expansion to movie kiosks and video on demand is seen as the most significant step back towards profitability. Also in the future, expect Blockbuster to continue to cater to families, which are the company's core target, as VOD and game services are tested. The company already works with Samsung, Toshiba, Motorola and TiVo, while they look to secure additional partnerships for their On Demand service.
