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.