Blockbuster Tests $18 Monthly DVD Fee
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Blockbuster Inc. said it had begun advertising a test fee of about $18 for unlimited monthly DVD rentals, potentially reversing an earlier bid to undercut rival Netflix Inc. on price.
The test started Monday and does not necessarily mean the top U.S. movie rental chain plans to adopt the new price, a Blockbuster spokeswoman said.
The new price, if adopted, would bring Dallas-based Blockbuster’s fees in line with those of Netflix but not as close to those of Wal-Mart Stores Inc., whose low-cost online rental plan costs $12.97.
Blockbuster shares fell 13 cents to $9.78 on the New York Stock Exchange. Shares of Netflix rose $1.02 to $15.50 on Nasdaq.
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