Subscribers will have the choice to either pay an additional $1.99 for each additional movie returned to a store each month or upgrade to a higher priced subscription to get unlimited in-store returns. The new unlimited return plans, called Premium plans, will cost an additional $7 per month.
Rather than characterizing the modifications as a price hike, new CEO James Keyes stressed the limit on in-store exchanges. He also said that customers subscribing to the mail only program will also be able to take advantage of the $1.99 in-store returns.
This move comes less than a week after rival Netflix lowered prices on its own subscription plans, which only allow returns by mail since Netflix has no brick and mortar stores. Ironically, Netflix decided to lower prices after competition from Blockbuster caused them to lose subscribers for the first time in the company's short history.
Despite recent gains at Netflix expense, Blockbuster posted a loss of around $50 million last quarter while Netflix remained profitable.
Source: Video Business