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Aphaline Online Video Store Launched by Sears and Kmart

Sears and Kmart have entered the digital-movie rental and sales industry with the launch of the new online video store, Alphaline Entertainment. The retailers, owned by Sears Holdings, will charge per title and will, initially not be available to Mac users.

Alphaline will sell Television episodes for $1.99, while movies will sell for $19.95 and rent for $3.99. The majority of the content cannot be burned to a DVD, but users can watch their rentals and purchases on a TV screen connected via S-video jack to their PC.

Alphaline uses the RoxioNow platform, which also drives Best Buy’s CinemaNow.

According to a report by Alphaline on Wednesday, renters on its website made titles such as Easy A, Inception and Salt the most popular film choices. Among TV shows, Fringe, Two and a Half Men and Chuck were the most popular titles.

According to Alphaline, content is stored in a ‘Virtual Locker’ and also can be downloaded to a PC by users who don’t want to lose access to movies and television episodes when entering HBO’s exclusive window.

We personally think that this is a smart move by Sears and Kmart, joining the boosting online video sector, which ultimately lead to the demise of Blockbusters, after they decided to move away from it.

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