Tesco puts Blinkbox in the download aisle

10.18 Europe/London, December 2, 2011 By Julian Clover

Tesco has revealed how it will use its investment in the online movie service Blinkbox to tie in with packaged media sales.

Customers that belong to the supermarket chain’s loyalty scheme that purchase one of 25 eligible titles in store or online will also be able to view them through Blinkbox’s online outlets, being PC, Mac, PS3, LG and Samsung Smart TV. Apps are planned for the Xbox 360 and iPad.
The lead title is Harry Potter and the Deathly Hallows, which Blinkbox has gained ahead of Lovefilm and Netflix. “The service is a first for the industry bringing together the sale of a physical DVD product with a digital version bundled with the purchase, meaning that customers no longer have to worry about transporting discs with them,” said Blinkbox CEO Michael Comish. “When a physical film or TV show has been purchased, customers are able to view the film from their Blinkbox account at any time from multiple devices”.
Although Tesco is a member of the Digital Entertainment Content Ecosystem (DECE) consortium behind Ultraviolet, this appears to be a simple link up with Clubcard, the customer’s purchase triggering the movie’s availability on the Blinkbox account.
Other movie titles that will be made available with their DVD release include The Hangover Part 2, The Smurfs, Final Destination 5, Jeremy Clarkson: Powered Up, Top Gear at the Movies, John Bishop Sunshine Tour and Conan the Barbarian.
Blinkbox was established in 2008 by former Channel 4 new media executive Cormish and Vodafone’s former head of content Adrian Letts. Tesco acquired a majority share in April 2011.