The interesting thing about Redbox is not that it is offering one dollar DVD rentals. No, it is that it is a wholly owned subsidiary of McDonalds Restaurants. The rental cost, of course, is mostly for the infrastructure - the plastic disks, the retail outlets, the processing. But McDonalds has most of that in place already. Oh, and the content? A great way to get people into the restaurants where they might pick up a Big Mac while taking out a DVD for the evening.
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