Redbox has today announced it has started making available 4K Ultra HD rentals through its on-site kiosks with the price starting at just $2.50 per rental, per night. The video and game rental service draws on this latest announcement as further evidence of how it continues to support the ‘adoption of new technologies’ as well as ‘the elevation in the quality of the viewing experience.’ Explaining now is the right time to launch this service add-on due to the increase in demand for 4K content coupled with the lowering of the costs associated with the required hardware. Adding, its one-night rental prices will make 4K content more accessible to consumers at a more affordable price.
While Redbox has now officially announced the availability of 4K content, that availability is based on a limited rollout process, as initially only six markets are being used to test-run the service. As a result, only Redbox kiosk customers in Austin, Detroit, Los Angeles, Miami, New York City and Seattle will see 4K content available to them at first. Although the company does state this still equates to access at more than 2,500 kiosks overall. In addition to being limited at the kiosk level, it also seems titles will be limited in general. As while Redbox has confirmed it will be making available “new releases and popular catalog titles” on a weekly basis, “Black Panther,” “The Commuter,” “The Matrix” and “The Martian” are some of the few confirmed titles that will initially be available at launch. As is typical of the company's kiosk approach, Redbox also announced the expansion along with the caveat that 4K titles will vary by kiosk and location.
This follows on from an announcement in December where the company confirmed the launch of its Redbox On Demand service. A service which look to translate the company’s on-site rental strategy to an online one by offering consumers the option to rent or buy video content online. While some may have considered the launch of Redbox On Demand as a sign the company was looking to fully transition to more of an online provider, this latest announcement seems to reconfirm the company’s commitment to continuing with a dual on-site and online approach.