Blockbuster entices Netflix customers with gift

Netflix celebrates holiday with special versions of trademark red envelopes

By Cindy Spielvogel and Jennifer Netherby -- Video Business, 12/5/2006

DEC. 5 | Red vs. blue has extended out of politics and into online rentals with Big Blue’s announcement of a holiday promotion for Blockbuster Total Access that offers Netflix customers a free in-store rental when they bring in a red Netflix envelope flap. Netflix also announced a special edition of its trademark red envelopes for the holidays.

Starting today through Dec. 21, Blockbuster is exchanging a free in-store rental for any tear-off address flap from Netflix rental envelopes, which subscribers normally discard when mailing back the discs.

“We want these movie fans to experience getting the movies they want without the wait so they never have to be without a movie, just like Blockbuster Total Access subscribers,” Blockbuster chairman and CEO John Antioco said.

Netflix customers don’t have to be members of Total Access to take advantage of the offer, but they do need to be Blockbuster store members. Store membership is free, and customers can sign up when they bring in the envelope flap if they don’t already have an account. The name on the Netflix tear-off flap must match the name on the Blockbuster account.

Meanwhile, Netflix and director Martin Scorsese’s The Film Foundation unveiled special holiday envelopes that will feature artwork from some of the biggest names in Hollywood. Envelopes feature art by Leonardo DiCaprio, Charlize Theron, Peter Jackson, Orlando Bloom and Scorsese. Netflix made a donation to the non-profit Film Foundation, which is dedicated to film preservation and film education.

Bloom hosted an unveiling of the envelopes Dec. 4 at the Directors Guild of America. Netflix began sending out the special envelopes today.

Artwork includes a snowflake-themed envelope by Scorsese and his daughter Francesca, wrapped holiday presents designed by Theron and a tree with branches decorated with multi-cultural symbols and icons designed by DiCaprio.

“It's gratifying for us to support the important work of The Film Foundation, which, like Netflix, is committed to preserving the heritage of film and helping it find new audiences,” Netflix chief marketing officer Leslie Kilgore said.