Blockbuster Launches Online Gift Voucher

Blockbuster is out with two new products—an online gift voucher and a movie and meal card—designed to boost the company's popular gift card products.

The online gift voucher, dubbed Blockbuster Night e-coupon, lets consumers give the gift of movies from the comforts of home. The e-coupon, which is available at Blockbusterecoupons.com for $12.99, includes two movie rentals, two 20-ounce sodas and a tub of microwave popcorn. Coupons expire June 30, 2007, per the company's Web site.

Consumers can opt to e-mail the e-coupon to gift recipients or print it out and mail it inside an envelope or card.

The Dallas-based movie rental chain launched the e-card during the holiday season in an effort to make gift-giving options simpler for last-minute shoppers and to provide companies with an ideal incentive for employees, said Scott Johnson, director of marketing, general merchandise and partnership, for Blockbuster.

"The idea is great for last-minute shoppers who like the convenience of shopping online, but want to give someone the experience of going into the store," Johnson said. "For business customers, it's great to use as multiple incentives."

Under the new program, Blockbuster hopes to increase in-stores sales and brand loyalty among-card recipients, he said.

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In a separate venture, Blockbuster is teaming up with Brinker International restaurants to offer its $50 Movie and a Meal gift card as an incentive.

Wrapped as a single card, the Movie and a Meal gift card lets consumers and employees alike handpick their night of entertainment from five restaurants and hundreds of Blockbuster videos. The card, the latest in Blockbuster incentive offerings, can be redeemed for $35 worth of food and beverages at Chili's Grill and Bar, Romano's Macaroni Grill, On The Border Mexican Grill and Cantina, Maggiano's Little Italy, and Corner Bakery Cafe and $15 worth of Blockbuster movie or game rentals.

The card, which launched last month, can be purchased online Blockbustersolutions.com or at third-party locations, including Safeway. Blockbuster plans to expand distribution of its Meal and a Movie gift card this year, Johnson said.

"We heard from customers they wanted to give their clients and sales people incentives that were more of an experience," Johnson said. "It made a lot of sense [for the] Brinker brand and Blockbuster to have a duel card product that allows you to give the gift of a movie and a meal."

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