Connecting with… Alex Camara, NCR Entertainment
Q&A: Kiosks grow the whole pie, not cannibalize
By Danny King -- Video Business, 9/22/2009
SEPT. 22 | Q&A: Alex Camara knows a thing or two about the company he's trying to compete with. Camara in June was tapped by ATM-making giant NCR to run its entertainment division as VP and general manager and lead a partnership with U.S. movie-rental leader Blockbuster, which is looking to develop 10,000 Blockbuster Express kiosks by the end of next year. For a decade, Camara, 44, had worked for Coinstar, owner of movie-rental kiosk leader Redbox, though Camara didn't work directly for Redbox. By the end of last month, NCR had deployed about 500 Blockbuster Express kiosks and has reached agreements to deploy the machines in Publix Super Markets and Big Y grocery stores. Redbox has about 18,000 kiosks.
Camara
VB: How will you differentiate Blockbuster Express from Redbox?
Camara: Our capacity is about double that of our competitor's, so we're not limited to just new releases—we're able to stretch beyond that. For instance, we're going to do a campaign around the Sundance Film Festival. The digital side, we continue to work on.
VB: What's the status of kiosks that can download movies?
Camara: We have an investment in MOD Systems and will announce something within the next couple of months. It's a sizable investment, and it's important strategically. That's something that will develop more into next year and the following year. But the title capacity is unlimited.
VB: Redbox has been suing studios that won't distribute DVD titles on street date, and Blockbuster CEO Jim Keyes has said he supports a delayed release window for kiosks. Where do you stand on the subject?
Camara: We've sort of made it clear that our belief is clearly that the consumer expects us to be able to provide day and date DVDs, and our commitment is to be able to do that, but we want to be able to have a working partnership with studios.
I speak with the studios on a regular basis, and we're looking at a variety of models—some based on current deals as well as new ways looking ahead. The consumer has to come first for all of us, but we need to work with the studios in a way where we can be understanding of their own needs and try to help them.
VB: Any plans to take Blockbuster Express overseas?
Camara: We're the global leader in self-service technology in many countries in Europe and South America, and one of the things that excites me is the ability to leverage NCR's presence; the kiosk channel has helped grow the whole pie.
VB: Has growth of kiosk sales hurt the home entertainment industry, as some studio heads and analysts have said?
Camara: No. The pie has grown. It hasn't cannibalized other parts of the market. Kiosks bring convenience to DVD rentals, as opposed to always having to go to another location to do that. It's a tough economy at the moment, so having a convenient way to get a reasonably priced DVD for your family is very attractive.
