Blockbuster kicked off its latest reinvention effort today, announcing a new plan to beam on-demand movies through TiVo DVRs. One senior VP called the deal “step one in getting to the places that consumers care about.” Blockbuster will also sell TiVo DVRs in its stores, as part of a move to reposition the chain as part-consumer electronics retailer, USA Today reports.
The deal comes as both companies are struggling—Blockbuster shares are down 80% over the past 12 months, and TiVo subscriptions have hit their lowest point since 2005. For TiVo, the deal should help differentiate its DVRs from the lower-cost DVRs eating away at its market share. Customers will pay up to $4 per movie, which they'll have 30 days to access; once they do, they can watch it as much as they want for 24 hours.