Warner Bros. Agrees to 28-Day Release Window in Redbox Agreement

Warner Bros. had sought a 56-day window on releasing its movies to kiosk film-rental retailer Redbox, which agrees to promote cloud-based platform Ultra-Violet

Redbox, and Warner Bros. Home Entertainment have signed a multi-year agreement to bring Warner Bros.’ Blu-ray and DVD titles to Redbox kiosks 28 days after their retail release dates, the movie rental firm announced Thursday.

The 28-day window applies to titles with street dates between January 1, 2013 and December 31, 2014. The studio will grant Redbox the rights to offer Warner Bros. theatrical titles on Blu-ray Disc and DVD.

Also read: Redbox Says It Will Not Budge on Extending Release Windows

In addition, Redbox announced plans to join the Digital Entertainment Content Ecosystem (DECE) and has agreed to promote UltraViolet through a program of mutually agreed-upon promotions and marketing tactics designed to help retail customers discover UltraViolet.

Redbox and Warner Bros. had been at an impasse earlier this year when Warner Bros. tried to push that release window to 56 days.

“We are pleased to once again have a direct relationship with Redbox, providing their consumers access to our movies,” said Ron Sanders, president, Warner Home Video. “In addition, we look forward to working together on other key initiatives such as UltraViolet and creating promotional opportunities to offer consumers great content when and where they want it.”

This agreement will make Warner Bros. titles available in VOD and electronic sell-through formats and allow Redbox Instant by Verizon to support and distribute Warner Bros. UltraViolet-enabled movies. The deal also covers a multi-year subscription VOD agreement for feature-length content.

“We look forward to working with Verizon and Redbox to offer consumers a wide selection of great content that can be enjoyed, whether buying or renting, on a variety of devices, and in any format that fits their individual preferences,” said Thomas Gewecke, president, Warner Bros. Digital Distribution. “We are also pleased to have a new, direct relationship with the Verizon and Redbox joint venture to ensure their customers have consistent access to our movies.”

Redbox is a wholly owned subsidiary of Coinstar, Inc.

“For the past 10 years, Redbox has been committed to giving consumers affordable access to new-release entertainment,” said Galen Smith, senior vice president, Redbox. “This new agreement continues this commitment and represents an exciting new chapter in our relationship with Warner Bros., and an opportunity to explore our consumers’ interest in UltraViolet.”