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Blockbuster drops prices in U.K.

Rental chain lures customers in-store

Don’t count out Blockbuster’s brick-and-mortar stores just yet — at least not in the U.K. The rental chain has announced a new initiative in its high street stores that will lower the rental price of many recent pics to 99p ($1.60).

“Harry Potter and the Deathly Hallows: Part 1,” “Tron: Legacy” and “Meet the Fockers” are among the titles the store will be renting for less; Blockbuster is also lowering the price of its videogame rentals to $8.07 for five nights. The price change also encompasses Blu-ray.

The store is trying to make renting physical copies of films, games and TV show more tech-friendly with a smartphone app that helps customers to reserve movies.

The company also didn’t miss the opportunity to take a shot at rival Netflix. “At a time when rivals are dealing with plunging share prices or overextending themselves to deliver, it gives me and the rest of the Blockbuster team a huge sense of pride that we are in a position to be able to make this radical change,” said commercial director Gerry Butler in a release.

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