Did you know that all the big household brands entering the DVD rental market aren't really entering it at all?
These companies neither stock the DVD's themselves, nor manage the operation of the DVD rental service - they simply bring in the customers using their brand-name appeal and take a cut from the dedicated movie rental site they are riding shotgun with.
These are the 'private label' DVD rental sites - a phenomenon fairly new to the young DVD rental market.
What are private label and co-branded DVD rental sites?
More and more companies are starting to 'piggy-back' off well-established and dedicated DVD rental companies to offer a household name branded service.
They do this in two ways:
1) Mirroring a dedicated DVD rental site, but changing the name and look of the site to match their own corporate branding. This is called a 'private label' DVD rental site.
2) Joining forces with a dedicated site, but not disguising it as their own. They will however make it clear that they are 'associated' with the parent site (usually by placing their logo somewhere on the page) and will usually offer different packages or prices to that of the actual parent site itself. This is called a 'co-branded' DVD rental site.
Private label sites:
A private label website is a site that is offering a DVD rental service, which is completely branded as it's own, but that is actually 'powered' or run by another company.
Private label sites include names such as Tesco, WHSmith, easyCinema and Sofa Cinema. Packages and prices can vary but Love Film will be running the background service and providing the film catalogue, meaning that you are buying into the same DVD rental service whichever brand name you choose.
Co-Branded sites:
A co-branded website is a site that links to a DVD rental company, who in turn keep a small logo of the referrer on either the application page or in a framed window.
Co-branded sites include names such as Boots, Comet, Toys "R" Us and Woolworths. A co-branded site simply links to a DVD rental company and may (or may not) offer a different incentive to join.
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