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Store rentals had surpassed those from kiosks in the year-earlier period.
The store rentals would help to meet the bedroom and bath maintenance.
Blockbuster increased its Internet rental fee last month after ending late charges for store rentals cut revenue.
That puts them on a par with video store rentals, which have been falling, and on-demand revenue, which has grown more slowly.
Films on the site will be priced about the same as video store rentals and pay-per-view, said Salil Mehta, Disney's senior vice president for strategic planning.
They garner both store rentals and a slice of store sales proceeds.
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Thanks to the efficiencies of digital delivery, the studios actually earn three times the margin on each video-on-demand viewed that they earn on a store rental, while charging the same $4.
Video-store rentals are worth $1.45.
Blockbuster, however, considers online rental itself to be a niche market and is focused on a program it plans to start rolling out next year that would integrate online and in-store rentals.
Congress has passed laws prohibiting the disclosure of medical information (the Health Insurance Portability and Accountability Act), educational records (the Buckley Amendment), and video-store rentals (a law passed in response to revelations about Robert Bork's rentals when he was nominated to the Supreme Court).
With less waiting for popular films, comparative-store rentals were up almost 10% in the first quarter this year.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com