Blockbuster Teams with TCBY

Blockbuster and TCBY yesterday kicked off a cross promotion to boost video rentals and drive sales of ice cream cakes and pies around Mother's Day.

Customers who purchase a cake or pie from TCBY will receive a coupon good for one free Blockbuster movie rental with a paid movie rental. The offer runs through May 11.

Radio and TV spots support.

TCBY, a Salt Lake City-based Mrs. Fields' brand, will also be featured on Blockbuster's in-store monitors and in the June Blockbuster Gold Rewards mailer from May 28 through Sept. 1.