Blockbuster Tests $18 Monthly Rental Fee

Dallas, Blockbuster Inc. has began advertising and testing on line a monthly subscription fee of $18 for unlimited DVD rentals. The company said the test does not mean that Blockbuster intends to adopt the new price, which is a $3 increase from its current price of $14.99, according to reports. Customers who respond to the ads are informed that it is a test, and are still charged the current price.

If adopted, the price increase would parallel Blockbuster’s fees with those of rival Netflix Inc., which still dominated the market with 3 million subscribers compared to Blockbuster’s 750,000.