In an effort to regain the approval of its subscribers over the holidays, Netflix is offering DVD subscribers an extra disc as a freebie for orders placed during the year-end promotion, reports Bloomberg.

The promotion is a reversal of Netflix’s stance against new marketing plans, the story notes.

Chief Executive Reed Hastings has been working to quell a subscriber uprising after an unpopular price hike and an abandoned plan to split its streaming business from the DVD rental side, the story notes. Netflix lost 800,000 customers in the third quarter.

The new plan is the first time Netflix has offered a bonus disc to its DVD customers, according to a representative, who declined to comment about the cost of the promotion. "It’s part of our step-by-step, brick-by-brick plan of rebuilding loyalty," he noted.