Best Buy to Embed CinemaNow in Nearly All Connected Devices 
Home Theater News Industry-Trade News
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Tuesday, 03 November 2009

It’s interesting to see the clout that a company like Best Buy has.  According to their recent press release, they’ll be embedding Sonic’s Roxio CinemaNow technology into a majority of the connected devices they sell, including TV Sets, PMPs, set-tops, mobile phones and Blu-ray players. This integration is hitting nearly every capable product they sell, regardless of brand.  

Chances are, anything you pick up at Best Buy, be it a piece of home theater equipment or a new smart phone, will have the program preinstalled and ready to go. So, nearly every piece of capable consumer electronics sold at Best Buy has CinemaNow installed on it, what’s the next step?  According to Chris Homeister – who apparently kept his fraternity nickname as his surname – the plan is to translate DVD purchases into digital rights purchases.

“The idea is to let consumers pay once for a DVD and then eventually be able to play it on any device,” said Homeister, who added “We’re going into this business in a big way.” Best Buy is planning to undertake a massive marketing campaign in order to educate customers on what this will mean to them.  As Thomas Gewecke of Warner Bros. puts it, “The combination of Sonic's platform with Best Buy's expertise in selling consumer electronics, video content and technical services creates an opportunity for a wide variety of exciting new consumer offerings”

Customers will of course be able to rent and purchase videos through CinemaNow directly, and Best Buy states that most titles will be available digitally on the same day as the physical copy is released.  There are a lot of questions to be raised here and with no set date from Best Buy as to when all this will be happening, we expect to hear more in the near future.

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