Tesco and Blinkbox – Buy the DVD, Watch it Online

Tesco Blinkbox Online MovieSupermarket Tesco and on-line movie site Blinkbox have introduced a new innovation to the UK where the purchase of a physical DVD or Bluray at Tesco also buys an online copy at Blinkbox. At today’s launch there are only about 25 movies included in the offer but more will be added to the service over time. The big blockbusters available now are Harry Potter and the Deathly Hallows, Part II and Transformers 3: Dark of the Moon.

Tesco customers tie their Clubcard account to their Blinkbox account and then qualifying purchases of DVDs in retail stores (or online) will automatically be added to Blinkbox. Once in Blinkbox, customers can watch the films through PCs, Mac, PS3 and certain smart TVs. For non-UK readers, Clubcard is Tesco’s customer loyalty programme and there are 16 million active Clubcard members.

Richard Brasher, CEO, Tesco UK said “Customers know that Tesco is a great retailer for new technology.  This innovation with blinkbox will help start a digital revolution, combining the physical with the digital for the first time.  Starting with the magic of Harry Potter, there will be many more great titles to follow for customers to enjoy online wherever and whenever they like.

Michael Comish, CEO, blinkbox said “To be able to bring this truly ground-breaking service to consumers is very exciting for blinkbox. Our customers already know that we are the number one choice for the latest new movie titles the day they released on DVD, so working with Tesco to give them access to both a physical and a digital version allows them choice and the best of both worlds.”

For those outside of the UK, this is probably all a bit “so what?”given the offerings from Amazon and others. However, here in the UK, the law still currently prohibits format-shifting, even if no-one pays attention, even if the law isn’t enforced. By effectively purchasing both copies at the same time (or buy one, get one free), this gets round any issues with the law. If this way of thinking takes off, other companies will follow with similar products in the UK, so it’s good news all round.