Blockbuster Tests Pricing, New Formats

No. 1 movie rental chain Blockbuster Inc said on Thursday it was testing pricing for its rental formats and will experiment with its store layouts to add downloading stations, books or beverages in a bid to shore up its customer base. Chief Executive Jim Keyes said that while raising prices could boost results almost immediately, he preferred to take an approach that was mindful of customers. "Are we raising prices? No, as of today," Keyes told a company analyst day in New York. "What I don't want to do is raise them three or four times."

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