Blockbuster tests in-store entertainment

DALLAS, April 24 (UPI) -- Blockbuster Inc. is experimenting with new formats for its U.S. stores, moving toward in-store entertainment, Chief Executive Officer Jim Keyes said.

The top movie rental business in the United States is trying to stay ahead of the game, while anticipating the switch from DVDs to Blue-ray discs will keep its outlets busy for the next five years, The Dallas Morning News reported Thursday.

"I'm a big believer of the physical relevance of a store. People like to shop, whether it's in a Neiman Marcus or a Blockbuster," Keyes said told the Morning News. "But we need to change our stores to become a destination for entertainment."

Blockbuster outlets in the Dallas area are experimenting with concepts that include gaming centers, play areas for children and coffee and soda bars.

Blockbuster is also installing fixtures provided by Sony Corp. that will display the Sony's PlayStation3 console as a movie platform.

The fixtures cost $5,000 each and will be installed in all 4,800 Blockbuster outlets, the Morning News reported.