Blockbuster Inc said on Wednesday it was changing its online movie rental policy to let customers exchange DVDs through the mail or at its stores.
The program, which allows subscribers to double their monthly rentals, comes as Blockbuster strives to meet its online subscriber goals and shore up store-based rentals in an industry that has suffered through a year-long contraction.
Under the new Total Access plan, which begins on Wednesday, customers can receive free in-store movie rentals if they return to stores those DVDs that are rented online.
Rival online DVD rental company Netflix Inc. operates only through the mail.
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