UPDATED: On December 19, 2007 Blockbuster notified its customers that it is once again increasing rates for the Total Access service. Click here for more information**.**

Nothing like BS marketing diversionary explanations for what amounts to a profiteering move. Come on, Blockbuster - we're not stupid... Tell it like it is.

It looks like the great Blockbuster Total Access Premium plan I've been on was a little too good to be true, and Blockbuster is reeling in some line to cut back on the likely massive number of free in-store rentals they've been handing out for free when customers return their online rentals to the brick-and-mortar stores. I know I have enjoyed that service, but I'm not especially enjoying the news I just got in email this evening telling me my account is changing.

In a nutshell, for the price I have been paying all along I will get less. I can still get 3 DVDs at a time, but will only be able to exchange five of the online movies for in-store rentals each month, where before there was no limit. To get what I'm used to, I'll have to pay another $7.00 a month. Looks like I have some decisions to make.

Here's the plan I have today, at least the next week or two...

Your Current Plan: BLOCKBUSTER Total Access Premium

$17.99 / month (plus taxes)
3 at-a-time, unlimited mailings
unlimited in-store free movie/discounted game exchanges

  • +2 FREE bonus Movie or Game Rental E-Coupon / Month

And below is the chart from their web site with the new plans. Ouch...

The other thing that really gets me is the lame explanation (my opinion) they provided for why they're pre-determining and limiting the number of in-store rental exchanges they're allowing each month. This is taken from their online FAQ (emphasis mine):

QUESTION: Why is BLOCKBUSTER offering plans with a pre-determined number of monthly in-store movie exchanges?

ANSWER: We are now offering a full range of subscription options so that our customers can more easily find a plan that meets their specific needs, whether that means a basic online-only service without any in-store exchange privileges or a premium plan that includes unlimited in-store exchanges. Our new line-up of plans allow subscribers to get the right number of movies for their needs. Current subscribers are welcome to change their plan at any time by going to My Account.

What?? I already had a plan that met my needs, the very same plan that now costs $24.99, and which used to cost $17.99. Gah.

Why can't they just say it: They want/need to make more money and this makes it possible. Seriously, open and honest explanations about the obvious reasons would be much easier to swallow. In fact, if they told us the reason for the increase is because they didn't anticipate lower margins associated with lots of unlimited exchanges in the store, I might even consider paying the higher price to keep the same level of service. But putting forth what looks like a veiled, lame excuse for a reason doesn't exactly motivate me to do even more business with the company. Hey Blockbuster, just tell us what's really up -- please.

Oh and another thing - If you have one of the accounts with the limited in-store exchanges, apparently the counter for tracking your the in-store exchanges is based on how many you do in a calendar month, not per billing period.

Because I have been with the Total Access program for some time, I have also been getting two e-coupons a month for free in-store movie or game rentals. But I can't tell whether I will still get those after this change takes place. I might have to contact their customer support to find out. I hope they're keeping those in place for their longer-term customers.

Am I just whining here, or do you feel my pain? Are you affected by this change? What do you think?