Duvade introduces Moviebank in the Middle East

As simple to use as a bank ATM, the user-friendly technology "walks" customers through different browser screens, allowing them to watch trailers with audio, choose a title by genre, actor, new releases or a search-engine. The computerized robotics system dispenses the movie selected within 15 seconds.

Open 24 hours a day, the dispensers are ideal for shift workers, commuters and those wanting choice and convenience with their movie rentals. "Of course, at first we thought the best demographic was the 18-25 year olds who are tech savvy and love to rent DVDs" said sales and marketing manager, Natalie Orban. "But I was pleasantly surprised to see older couples, children and parents from all nationalities."

The concept is a great one: membership is free, with a refundable security deposit. To join, one needs only a proof of ID that they are over 18 years old, and they receive a card with two Personal Identification Numbers (PINs). The second PIN is for a minor; if an adult lends their card to a child, the child using the second PIN will only have access to age-appropriate rentals. The software automatically calculates the age restriction.

What makes this model unique is that customers not only have access to 24 hour movie rentals where and when they want them, but that they are also given the opportunity to save money.
Rentals are billed on a time-scale at the time of return. The sooner the movie is returned, the cheaper rental becomes. Return the disk within six hours and you pay only Dhs 6. There is also an option to purchase your favourite movies, or rent Playstation 2 games for a set 24-hour fee.

The lower price-scale increases the movie rental cycle, as the same title can be rented several times a day. Similarly, the reduced rental rates encourage customers to make returns sooner, in turn increasing the availability of popular titles and latest releases for others.

"By offering competitive pricing and in association with the Arabian Anti-piracy Alliance (AAA) we are confident in cracking down on pirated copies, which remain a huge problem in the region. "Piracy is a crime, and people should think twice about where their money really goes each time they purchase pirated DVDs". Now people have a choice: why run the risk of violating the laws and paying more for illegal DVD copies that offer poor quality in terms of both picture and sound, if they work at all, when they can rent an original for less. We strongly believe that by providing the latest releases and top quality DVDs in our machines, people will soon learn to say - No, thank you to pirated copies. By working in conjunction with the Arabian Anti-piracy Alliance we hope to achieve a positive change.

Additional advantages coming soon include the Moviebank Film-online facility, which will offer members the ability to choose and reserve their films via the internet from the comfort of their own homes prior to collection. Members will even be able to reserve movies or games by SMS.

Natalie is naturally excited at the prospect of the machines springing up around Dubai.

"We launched our first machine in Le Marché supermarket at the Arabian Ranches and have now installed two more on either side of Sheikh Zayed Road; one at Sumo restaurant and the other in the Al Maya 24 hour Supermarket located in the Marooj Complex. Moreover, in partnership with Eppco, the first of several Moviebank dispensers has been installed on Al Wasl road, near Safa park with the latest installation going live in the coming days at the Co-operative supermarket in Al Garhoud.

"These machines have been fantastically successful throughout Europe and the United States. I think they will enjoy that same phenomenal success here. This is the future of entertainment, and Dubai is ready for it."