UK supermarket giant Tesco and Blinkbox, the online video-on-demand movie supplier it controls, have announced a new service that gives buyers of its in-store DVD or Blu-ray movies access to the same titles online. The new service is exclusive to customers enrolled in the store’s Clubcard loyalty scheme.

Beginning on 2 December, with the launch of Harry Potter and the Deathly Hallows – Part 2, customers who have purchased any of 25 eligible titles in-store or online with their Tesco Clubcard can watch them wherever they are through blinkbox on PC, Mac, PS3, LG and Samsung Smart TV, and soon on Xbox 360 and iPad. Additional ‘blockbuster’ titles that will be part of the new service as they are released on DVD include: The Hangover Part 2, The Smurfs, Final Destination 5, Jeremy Clarkson: Powered Up, Top Gear at the Movies, John Bishop Sunshine Tour and Conan the Barbarian.

Richard Brasher, CEO, Tesco UK said the innovation with blinkbox would help start a digital revolution, combining the physical DVD with digital for the first time. “Starting with the magic of Harry Potter, there will be many more great titles to follow for customers to enjoy online wherever and whenever they like,” he added.

The service is claimed as a first for the industry, bringing together the sale of a physical DVD product with a digital version bundled with the purchase, meaning that customers no longer have to worry about transporting discs with them. When a physical film or TV show has been purchased, customers are able to view the film from their blinkbox account at any time from multiple devices.

Customers link their Tesco Clubcard with a blinkbox account and then any eligible DVD or Blu-ray purchased from Tesco will automatically appear in their blinkbox video library.

This disc-cum-online service is, in some respects, similar to the UltraViolet concept promoted by the 75-member Digital Entertainment Content Ecosystem (DECE) consortium. UltraViolet is a digital rights authentication and cloud-based licensing system that allows consumers of digital home entertainment content to stream and download purchased content to multiple platforms and devices.

Though Tesco is a DECE member, the service it has announced with Blinkbox is likely to take steam away from the UK launch of UltraViolet, scheduled later in the year.

Story filed 02.12.11