Just a few months ago Blockbuster appeared to be headed either to the top of the online DVD rental busines or to bankruptcy court, or perhaps both. Their aggressive marketing of Total Access had lured away enough Netflix customers for that company to see their first quarterly loss of customers ever. However, with Netflix aggresively pushing their Streaming video and Blockbuster quickly losing money Keyes decided it was time for the company to pay more attention to their brick and mortar business, which leads the U.S.
Since then they've taken over failed online movie provider Movielink and started testing kiosks. This latest move appears to be another step toward separating the company's different distribution methods.
Source: Video Business