The online video-on-demand business is taking another step forward in its capabilities as the five-studio joint venture Movielink is adding the option to extend Internet film rentals beyond the standard 24-hour period.Studio films on Movielink and its major competitor, CinemaNow, have always been available for only 24 hours after a user first opens them, leading critics like RealNetworks CEO Rob Glaser to say Internet VOD would never succeed while its rules are more strict than those of DVD rentals. With a new option called MultiPlay, however, MovieLink is now allowing customers to extend rentals for additional 24-hour periods at prices ranging from 99¢ to $1.99. Initial rentals on MovieLink typically cost between $2.99 and $4.99.
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