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Lovefilm ends exclusive agreement with Warner Bros

The Amazon subsidiary Lovefilm announces an exclusive agreement with the film studio Warner Bros. Films are running “exclusively for the second window” with her, which includes the “first window” cinema and pay TV. The agreement is valid from December.

The first available for customers Lovefilm films are “The Dark Knight” from 2008, “The Hangover” from 2009 and “Gran Torino” to be by and starring Clint Eastwood from the year 2008. Then there is “a steady stream of premieres” type.

Lovefilm can counter with the recent successes of Netflix agreement. Netflix, which is very successful in the U.S., announced this week for Europe valid streaming agreement with Lions Gate and Miramax. But Europe is Love Films domestic market, while Netflix on this continent for the first time early next year, competes – initially only in Britain and Ireland.

Lovefilm brings its partners with an advantage that Netflix in the U.S., itself: it is a successful DVD rentals – as Amazon and also a successful DVD retailer. That seems to have been an important aspect for Warner. The films are the future of the studios are ready within 60 days after launch at Lovefilm for rental and purchase – both on DVD and on Blu-ray disc.

In April 2008, Amazon Europe had first taken over the rental business from Lovefilm International. Since then, Amazon holds a significant minority stake in 2006 from a merger of two leading European DVD rental service (Lovefilm Iceland and video) over a company.

Amazon announced the end of January 2011 to purchase the outstanding shares of Lovefilm. Bloomberg estimated the cost at 320 million dollars. The aim was to expand internationally and streaming market leader to compete with Netflix. The streaming video and DVD rental service is now in Germany, Denmark, Great Britain, Ireland, Norway and Sweden actively and has indicated that approximately 1.5 million members.

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