Battle in Seattle

Blockbuster has been quietly but aggressively adding rental title exclusives to its shelves.

A number of indie films, including Screen Media’s Personal Effects and Battle in Seattle and E1 Entertainment’s Baby on Board, are popping up within exclusive 30-day windows at Blockbuster before their wider release at other retailers.

Personal Effects is currently available only at Blockbuster until its May 12 larger retail bow. Baby on Board is expected on Blockbuster shelves this month before its wide June 2 release. Battle in Seattle was at Blockbuster in February before launching wide on March 10.

Some rival retailers, including members of the National Entertainment Buying Group, have expressed concern over not having the same ability to offer customers such films at the same time as Blockbuster.

However, in several instances, the Blockbuster exclusive was arranged outside of distributors’ control. For example, Screen Media lacked the rights to deliver Battle in Seattle and Personal Effects to its retail partners until Blockbuster’s 30-day exclusive on the title ended. In these two cases, the films’ producers struck separate deals with Blockbuster for their exclusive roll-out at the chain. Screen Media then negotiated with the producers, Redwood Palm and Insight Films, respectively, to distribute the titles to other retailers.