Blockbuster Launches 28-Day Head Start Campaign

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    NEWSLETTERS

    AP
    **FILE** This July 23, 2006 file photo shows customers enter a Blockbuster video store in Dallas. Blockbuster Inc. will start renting movies and television shows through a new gadget that may give consumers another reason to bypass the struggling video chain's 7,500 stores. (AP Photo/Ron Heflin, File)

    Struggling video rental chain Blockbuster has launched a national ad campaign that promotes its 28-day head start over competitors Netflix and Redbox when it comes to renting certain new releases.

    The campaign is dubbed "Less Waiting. More Watching." It debuted on NBC's "Today" show and will also air on ABC's "Dancing with the Stars: Finale."

    The advantage doesn't apply to all movies or in all formats. For example, several studios such as Universal and 20th Century Fox have imposed the same delay on most new release rentals from Blockbuster Express kiosks.

    The Dallas-based company said the 28-day advantage applied to such movies as "The Blindside," "Avatar" and "Sherlock Holmes." It will also apply to "Inception" and "Wall Street."

    Heavily indebted Blockbuster is currently restructuring under bankruptcy protection.