St. Petersburg Times
Special report
Video report
  • For their own good
    Fifty years ago, they were screwed-up kids sent to the Florida School for Boys to be straightened out. But now they are screwed-up men, scarred by the whippings they endured. Read the story and see a video and portrait gallery.
  • More video reports
Multimedia report
Print Email this storyEmail story Comment Email editor
Fill out this form to email this article to a friend
Your name Your email
Friend's name Friend's email
Your message

Convenience not yet a blockbuster

n It's easy: Grab a burger at McDonald's and then grab a movie for the night. But some analysts wonder if big profits are possible.

Published May 2, 2006

MINNEAPOLIS - The big red vending machine at the McDonald's whirs and hums and spits out rental DVDs of Chicken Little and King Kong - and maybe, if McDonald's is lucky, profits.

Machines run by McDonald's Corp. subsidiary Redbox Automated Retail have popped up in hundreds of Golden Arches restaurants in six cities in an experiment to see whether they drive more customers into the stores. Rental chain Movie Gallery is experimenting with DVD rental machines, too, saying the machines will make rental transactions easier for customers and make its stores more efficient.

The spread of DVD rental machines comes as rental stores are struggling under a business model that hasn't changed much from the mom-and-pop video stores of 20 years ago. The rental business has suffered from the sale of cheap DVDs, rent-by-mail services like Netflix Inc. and expanding video-on-demand from cable companies.

"We think it's a tremendous opportunity," said Greg Waring, Redbox's vice president of marketing. "We think we're providing a new model for the industry that is going to be difficult for the traditional retailers to compete against."

About the size of a soda machine, each "Redbox" holds 500 disks and includes a touch screen so customers can pick a movie and a credit-card reader for paying the $1-a-night fee. They don't take cash. Customers return the movies at the machine.

Signs near the machines promote its movies: kids' titles down low, movies for grown-ups on top. Redbox staffers load new DVDs each Tuesday. Redbox workers at the headquarters in Oakbrook Terrace, Ill., can monitor which titles are renting the most in each machine and adjust their selection accordingly. Generally, there are 50 to 60 individual titles.

McDonald's came up with the idea in 2003 as it looked for ways to draw more people into its restaurants. It began experimenting with the machines in Denver in 2004 and has 750 machines in restaurants in five cities. It's measuring their popularity and whether they draw more people into the stores.

Its subsidiary Redbox isn't waiting to see how the McDonald's experiment turns out. It has placed the machines in 75 grocery stores, and has signed agreements for 400 grocery locations, including Stop & Shop and Giant stores owned by Royal Ahold NV in the Northeast.

This summer, the company plans to let customers go online to check title availability in a particular location and rent a movie on the spot for pickup at that machine later.

Waring said their market share of DVD rentals in Denver is in the low to mid teens, and that includes Netflix customers. Redboxes there average about 1,200 visits a week, including the rental and return visit, Waring said. He said he didn't know how many of those customers ended up buying food rather than just stepping in to rent or return a movie.

"We have some very aggressive projections in terms of our growth, led by McDonald's locations," Waring said. "There's over 13,000 McDonald's restaurants in the U.S. We foresee a day when we're in the vast majority of those."

While sales are growing fast, Redbox doesn't appear to be profitable, according to comments made by minority investor Coinstar Inc., a vending company in Bellevue, Wash.

Coinstar spent $20-million in December to buy a little less than half of Redbox, while McDonald's retained a majority stake. Coinstar loaned $4.5-million to DVD vending operator DVDXpress and sales at those businesses combined grew more than 85 percent between the third and fourth quarters of last year, Coinstar CEO David Cole told analysts in February.

But Coinstar predicted Redbox would lose money this year: $4-million to $5-million for Coinstar's share of the company. That works out to $8.5-million to $10.5-million. Waring declined to comment on Redbox's losses, other than to say the machines are profitable. Coinstar declined to comment on Redbox's profitability.

Movie Gallery, the rental chain that bought Hollywood Entertainment Corp. in April 2005, is also experimenting with DVD rental machines. Chief financial officer Tim Price told analysts on Nov. 10 that its machines will hold at least 1,000 disks, and some hold as many as 5,000, and can be used 24 hours a day.

"We're very early in the results, but still very, very encouraged," Price said.

Wedbush Morgan Securities analyst Michael Pachter said he thinks Movie Gallery is aiming to see if it can cut store hours, leaving the machine to rent movies even when the store's doors are locked. Movie Gallery hasn't offered clues about how well the experiment is going, or how many stores have rental machines, he said.

DVD kiosks can probably grab spur-of-the-moment customers, but Pachter questioned whether they can dent the business of stores like Blockbuster Inc. and Netflix. Most customers rent new releases, but they like the idea of a wide selection at a store or from Netflix's 55,000 titles, he said.

If Redbox gets into every McDonald's in the country, he said, "maybe they'll get up to 5 percent market share. Maybe."

Blockbuster Inc., the nation's largest movie-rental chain, has operated vending machines in some international markets but has no plans to do more, spokesman Randy Hargrove said.

"They don't generate significant rental volume or significant revenue," Hargrove said. "They just don't have the capacity to do that."


COMPANY NAME: Redbox Automated Retail LLC.

WHAT IT DOES: Places DVD vending machines that rent movies for a dollar a day at McDonald's restaurants and grocery stores.

LOCATION: Oakbrook Terrace, Ill. It has placed DVD rental machines in McDonald's restaurants in Denver, the Twin Cities, Houston, Salt Lake City, St. Louis and Baltimore, and has agreements to put its machines in grocery stores in the Northeast.

FOUNDED: Began as a unit of McDonald's Corp. in 2003.

OWNERSHIP: McDonald's still owns a majority stake, and vending machine company Coinstar Inc. spent $20-million last year to buy nearly half of Redbox.

SO FAR, SO GOOD: Redbox has rented 10-million DVDs since it began testing its machines in Denver in 2004.


[Last modified May 2, 2006, 06:13:31]

Share your thoughts on this story

[an error occurred while processing this directive]
Subscribe to the Times
Click here for daily delivery
of the St. Petersburg Times.

Email Newsletters