In a test of premium pricing, some DVD rental kiosks have raised the first night rental price to $3, reports the Los Angeles Times’ Company Town blog.
The kiosk’s, found under the Blockbuster brand, on Tuesday, Dec. 7, 2010, started renting "Inception" and "Knight & Day" for $3 for the first night, the article says.
After paying $3 for the first night, each subsequent night of the rental will cost $1, the story says.
Historically, the rental kiosks, which are operated by NCR Corp., and its rival Redbox have charged $1 per night for all movies. The premium pricing test is being conducted in four cities: Atlanta, Miami, Phoenix and San Francisco.
It comes after three of the six major studios in Hollywood, including "Inception" distributor Warner Bros., have complained that $1 per night is too low for new releases, the article adds. "Knight & Day" is distributed by 20th Century Fox.