1. Blockbuster‟s lack of blockbuster
Frankie L. Jones
February 11, 2013
BUS: 642
Thomas Hennefer
1

2. Abstract
Blockbuster video, the once dominant force behind consumers‟ movie rental needs has suffered a
significant loss in revenue to the rise of RedBox and Netflix. The competitive advantage offered
by the two companies has tapped into Blockbuster‟s market and cause a lack of blockbuster for
the company. Since 2009 the company has continue to reported decreased revenue and profits
against its competitors. In 2010 the company filed bankruptcy and has since then implemented
new services and products similar to its competitors, however, customer‟s still prefer RedBox
and/or Netflix.
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3. Once upon a time on a Friday night after work, you were looking to go home, relax, and
watch a good movie. You come up on a big blue sign with yellow lettering, and think, “I‟LL
RUN TO BLOCKBUSTER!” Today, we‟re looking for the nearest RedBox, or browsing Netflix
for a good flick. There was time when families would take a trip to Blockbuster, order a pizza,
and make it a movie night. Today, people have the luxury of not even leaving the house to find a
good movie; thanks to Netflix. After a routine run to Wal-Mart, Walgreens, or Kroger‟s it has
become second nature to browse the RedBox, especially since the cost is only $1. But what has
happened to good ol‟ Blockbuster? Over the past few years Blockbuster video locations have
steadily declined. Blockbuster, the once powerful source for movie and video game rental, has
become nonexistent in some areas. Due to the rise of Netflix and RedBox, Blockbuster has
experienced a decline in sales, continues to close locations, and continues to post quarterly
losses. Blockbuster has implemented new services; however, customers still prefer Netflix and
RedBox over Blockbuster. This paper will test Blockbuster‟s reported revenue from 2009-2011
against reported revenue from 2009-2011 of Netflix and RedBox, and elaborate on the declining
Blockbuster locations against the expansion of Netflix and RedBox.
Reported Revenue
In 2009 Blockbuster was still among the top two competitors for consumers‟ movie rental
needs. RedBox was establishing a foundation and surpassing forecasted expectations every year,
while Netflix accumulated revenue between $1.63 billion to $1.67 billion, which was about $30
billion more than Blockbuster.
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4. 2009 Total Revenue for Blockbuster,
RedBox, and Netflix
1,800,000,000
1,600,000,000
1,400,000,000
1,200,000,000
Blockbuster
1,000,000,000
RedBox
800,000,000
Netflix
600,000,000
400,000,000
200,000,000
0
Blockbuster's market capitalization had dropped 47 percent to $62 million in 2009;
Netflix's had shot up 55 percent to $3.9 billion that year (Chopra & Veeraiyan 2010).
According to Blockbuster‟s financial reports for fourth quarter 2009, total revenues were
$1.08 billion as compared to total revenue of $1.31 billion for the same period in 2008, and gross
profit was $540.4 million. Blockbuster ended the fourth quarter of 2009 with $188.7 million in
cash and cash equivalents and $58.5 million in restricted cash related to the Company's letters of
credit. According to Blockbuster‟s financial reports for first quarter 2010, total revenues for the
first quarter of 2010 were $939.4 million, compared to total revenues of $1.09 billion for the
same period in 2009, and gross profit was $502.2 million. Blockbuster ended the first quarter of
2010 with $109.9 million in cash and cash equivalents. The company filed for bankruptcy on
September 23, 2010. Fritz (2001) wrote an article on Blockbuster‟s bankruptcy, and reported that
on April 6, 2011, the company was bought by satellite television provider Dish Network at
auction for $233 million with the assumption of $87 million in liabilities and other obligations.
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5. In 2011 Dish announced that the Blockbuster division essentially broke even by bringing in $347
million for the first full quarter (Smith 2011).
In 2009 RedBox„s parent company, Coinstar, reported a revenue of $1.1 billion. $773.5
million were from RedBox kiosks (Smith 2010). In first quarter 2010 Coinstar announced profit
of $6.4 million on revenue of $350.1 million. In 2011 Coinstar overall posted a first quarter
profit of $26.7 million with revenue at $435.2 million.
In 2009 Netflix raised its revenue outlook to a range of $1.63 billion to $1.67 billion
(Wilkerson 2009). According to Martinez (2011), Netflix saw $596 million in Q4 revenue of
2010, and spent 10% less on marketing in compared with the same period of the prior year. First
quarter 2011 Netflix reported revenues of $719 million with a net income of $60 million.
(Haselton 2011).
By 2011, Blockbuster had undergone bankruptcy, while Netflix and RedBox continued to
post increasing revenue reports exceeding analysts‟ forecasted anticipations. The competitive
advantage of the RedBox‟s $1 movie rental, and Netflix‟s internet/tv streamline service tapped
into Blockbuster‟s market, and eventually cause the company to file bankruptcy. Jim Keyes,
CEO of Dallas-based Blockbuster Inc., forecasted that the only hope for Blockbuster was to shift
its business model from primarily brick-and-mortar physical DVD rentals to increased digital
and mail-order video delivery (Chopra & Veeraiyan 2010). According to Shane Smith, the
Blockbuster division of Dish posted $347 million in revenue for the first quarter of 2011, which
was a breakeven point. Netflix posted $719 million in first quarter 2011 (Haselton 2011). And
Redbox posted $435.2 million first quarter 2011 (Smith 2010).
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6. 2011 Q1 Revenue for Blockbuster,
RedBox, and Netflix
800,000,000
700,000,000
600,000,000
500,000,000
Blockbuster
400,000,000 RedBox
Netflix
300,000,000
200,000,000
100,000,000
0
RedBox eventually topped Blockbuster in revenue sales over a two year period, while
Netflix still remained the top revenue earner.
Diminishing Blockbuster locations vs. Rise of RedBox and Netflix
Baker (2012) reported after Dish consumed the company in 2011, Dish CEO Joe Clayton
claimed stated in an interview with Reuters that "We will close unprofitable stores. We will close
additional stores." Dish planned to keep 1,500 Blockbuster rental stores open and maintain
15,000 employees (Reisinger 2012). Although the plan was to maintain 1,500 stores, Clayton
told Reuters that more stores than anticipated have slipped into the red, and therefore it won't
actually have 1,500 stores operating (Baker 2012). Today, there are around 1000 Blockbuster
stores left in the U.S. with locations in 17 countries worldwide. Clayton explained, “There's very
little reason to keep the 1,000 remaining Blockbuster stores open at this point. Expect more
closings as their leases expire.”
(Tuttle 2009) There are more than 15,000 RedBox kiosks in the nation and with its
growing number of locations; there are already more RedBox kiosks than traditional video stores
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7. left in the U.S. Goldman ( 2010) reported the biggest Hollywood studios had become disgruntled
with RedBox's business model. The $1-per-day price undercut Blockbuster, Netflix and video on
demand services, especially if customers return their movies to Redbox in a timely fashion. With
big studios already struggling to maintain DVD revenues, Warner Bros., Universal and Fox
eventually stopped supplying RedBox with new releases. RedBox, in turn, sued the studios on
antitrust grounds. In the meantime, the company pledged to continue supplying its kiosks with
day-of-release DVDs, even if it meant buying them at retail. The company hired hundreds of
workers to go to retailers around the country to buy up new releases in order to fill their kiosks;
however, purchasing movies at retail was cutting deep into RedBox's profits. Meanwhile, studios
could no longer ignore the surging popularity of the red kiosks, which recently topped 20,000
nationwide RedBox has rented out over 500 million DVDs to impulse buyers. Some movie
studios, such as Sony's home entertainment unit and Lionsgate. have signed multi-year
agreements to supply RedBox with new releases of DVDs.
Pepitone (2011) reported that Netflix had 23.8 million total U.S. subscribers as of Sept.
30, down from 24.6 million three months earlier. Around 21.5 million customers had streaming
subscriptions, and just under 14 million had DVD subscriptions, with most customers mixing the
two. The company will expand its streaming video service into the United Kingdom and Ireland.
Netflix is the largest internet subscription service for consumers‟ movie and TV programs needs.
In July 2011, the company angered many subscribers by saying it would begin charging separate
prices for its DVDs-by-mail and streaming video plans. That amounted to a big price increase for
Netflix customers, as the cheapest-possible bill for customers who want both services jumped
from $10 to $16 a month. Customers raged against the idea of managing two separate accounts
so much so that Netflix pulled a stunning reversal a few short weeks later and canceled the plan.
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8. Netflix said it was focusing on the future, promising customers that "we are done with pricing
changes."
RedBox vs. Netflix vs. Blockbuster
Tuttle (2009) reported, according to Associated Press, of the three businesses, RedBox is
the fastest-growing. RedBox is cheap and fast, therefore, convenient for customers. However,
RedBox does not offer a wide variety of movie choices, including older movie choices. Netflix
offers an enormous selection, along with great customer service, which is service that RedBox
lacks. At one point Netflix users became outraged at Netflix‟s attempt to raises prices due to
consumers taking advantage of both movie and TV services, although the attempt fell through, it
resulted in a loss of subscribers for Netflix. However, the loss of subscribers has no effect on the
how much revenue Netflix earns against Blockbuster. Blockbuster offers the most options: rent
at the store, have movies mailed to you, and swap movies via mail or in-person at a store.
Reisinger (2012) Dish announced Blockbuster Movie Pass, a bundle that includes streaming
video, access to premium movie channels, and movies and games by mail. The service is
available to existing customers for $10 a month and new subscribers who choose the satellite
provider's America's Top 200 package for $39.99 a month. However, although Blockbuster
offers more options, do customers still prefer Redbox or Netflix?
I polled a small group coworkers and friends through random sampling consisting of 20
people. Thematic units measured the content analysis of the question being posed, “Do you
prefer RedBox, Netflix, or Blockbuster? Why?” Thematic unit was deemed appropriate based
on the open-endedness of the question. 19 of the 20 polled were responsive.
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9. What do consumers prefer?
9
8
7
6
RedBox
5 Netflix
4 Blockbuster
Neither
3
2
1
0
Most respondents preferred RedBox based on the convenience, costs, and location. RedBox
users enjoy the luxury of returning a movie at their convenience, to any RedBox kiosk location.
RedBox users also like the $1 price for the rental. Most respondents expressed, “You can‟t beat
$1!” The respondents that preferred Neflix elaborated on the choices of movies and TV
programs, customer service, and the ability to stream Netflix from game systems. Netflix users
enjoy the convenience of streaming from home, and how movies are mailed to their homes.
Netflix users did show concern with the delay in release dates for some movies or series,
however, they are comfortable with the overall quality. The respondents that prefer Blockbuster
enjoy the variety of the movie selection from old movies to new releases. Respondents that used
Blockbuster and RedBox, preferred Blockbuster because of the delay for new releases to
RedBox.
In conclusion, Newman (2010) reported that in 2009 Blockbuster had up to 60,000
employees. However, according to Blockbuster press release (2010) poor strategic planning and
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10. mismanagement as well as competition from other video rental companies such as Netflix and
RedBox, Blockbuster has undergone significant revenue losses. Although Blockbuster has
implemented new services, such as Blockbuster Express and Blockbuster Movie Pass consumers
still prefer RedBox or Netflix over the once dominant chain. Consumers realize the release dates
may be delayed or a monthly charge may be assessed, however, that has not stopped the rapid
increase in RedBox kiosk and Netflix subscribers.
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11. Sources
Baker, Liana B. (January12, 2012) “Dish to shut more Blockbuster stores than planned” Rueters,
http://www.reuters.com/article/2012/01/12/us-ces-dish-idUSTRE80B1X920120112.
Blockbuster Reports Fourth Quarter and Fiscal-Year 2009 Financial Results
DALLAS, Feb 24, 2010 /PRNewswire via COMTEX/ -- Blockbuster Inc. (NYSE: BBI, BBI.B),
a leading global provider of media entertainment, today announced financial results for the
fourth quarter and fiscal year ended January 3, 2010.
Blockbuster Reports First Quarter 2010 Financial Results
DALLAS, May 13, 2010 /PRNewswire via COMTEX/ --Blockbuster Inc. (NYSE: BBI, BBI.B)
today announced financial results for the first quarter ending April 4, 2010.
Chopra, Sunil & Veeraiyan, Murali (October 21, 2010). “ Movie Rental Business: Blockbuster,
Netflix, and Redbox Case http://hbr.org/product/movie-rental-business-blockbuster-netflix-and-
redb/an/KEL616-PDF-ENG?Ntt=blockbuster%2520video
Fritz, Ben (April 7, 2011). "Dish Network wins bidding for assets of bankrupt Blockbuster". Los
Angeles Times. http://articles.latimes.com/2011/apr/07/business/la-fi-ct-dish-blockbuster-
20110407.
Goldman, David (April 26, 2010) “Is RedBox worth the wait?”
http://money.cnn.com/2010/04/26/news/companies/redbox/index.htm.
Haselton, Todd “ Netflix reports subscriber growth, revenue spike in Q1 2011 earnings”
http://bgr.com/2011/04/26/netflix-reports-subscriber-growth-revenue-spike-in-q1-2011-
earnings/.
Martinez, Juan “ Netflix Q4 2010 revenue jumps 34% despite marketing cut”
http://www.dmnews.com/netflix-q4-2010-revenue-jumps-34-despite-marketing-
cut/article/195063/.
Newman, Rick (February 6, 2009). "15 Companies That Might Not Survive 2009 sponsers
resident evil 6". US News. http://money.usnews.com/money/blogs/flowchart/2009/2/6/15-
companies-that-might-not-survive-2009.html
Pepitone, Julianne (October 24, 2011) “Netflix loses $800,000 subscribers”
http://money.cnn.com/2011/10/24/technology/netflix_earnings/index.htm.
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12. Peterson, Kim (February 23, 2012) “More Blockbuster stores closing”
http://money.msn.com/top-stocks/post.aspx?post=e4ad0423-bd75-4a2c-a689-2837c7ae6729.
Retrieved on 2012-10-31.
(Press release). Blockbuster. September 23, 2010. "Blockbuster Reaches Agreement on Plan to
Recapitalize Balance Sheet and Substantially Reduce its Indebtedness"
http://blockbuster.mediaroom.com/index.php?s=119&item=929.
Reisinger, Don (January 23, 2012) “Dish closing more Blockbuster stores than expected”
http://news.cnet.com/8301-13506_3-57358556-17/dish-closing-more-blockbuster-stores-than-
expected/. Retrieved 2012-10-30
Smith, Shane (February 11, 2010) RedBox Parent Coinstar Reports more than $1 billion in 2009
Revenue” http://www.insideredbox.com/redbox-parent-coinstar-reports-more-than-1-billion-in-
2009-revenue/.
Smith, Shane (November 07, 2011) “Blockbuster Owner Dish Network Gains Revenue, Sheds
Subscribers” http://www.insideredbox.com/blockbuster-owner-dish-network-gains-revenue-
sheds-subscribers/.
Tuttle, Brad (June 23, 2009) “Netflix vs. Redbox vs Blockbuster: What‟s the Best Movie Rental
Deal? http://business.time.com/2009/06/23/netflix-vs-redbox-vs-blockbuster-whats-the-best-
movie-rental-deal/#ixzz2Asj6q8rG.
Unknown “RedBox Second Quarter Operating Profit Rises”
http://www.dvdkioskinsider.com/2011/07/redbox-second-quarter-operating-profit-rises/.
Wilkerson, David B. “Netflix profit rises as subscribers increase, cost decline”
http://articles.marketwatch.com/2009-04-23/industries/30703098_1_netflix-profit-chief-
executive-reed-hastings-revenue-outlook.
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