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BENTONVILLE, Ark. - Wal-Mart has begun testing a new service called Wal-Mart DVD Rentals at www.walmart.com. Based on feedback Wal-Mart gathers from the test this month, it will fine-tune the service before rolling it out to all customers nationwide next year.
During the test and before the service officially rolls out, only a limited number of customers will be able to sign up for the service. The monthly subscription rate is $18.86, and customers are never charged a late fee or postage.
Through Wal-Mart DVD Rentals, customers will be able to choose from more than 12,000 titles -- about 12 times the number of titles carried at a typical local rental store. The company has designed the service to make it easier for customers to rent new releases and the most popular titles.
"We know from industry figures and our own sales figures that about a third of all households in the U.S. have DVD players. And that number is growing," said Gary Severson, senior VP and general merchandise manager for Wal-Mart Stores Inc., the parent company of both Walmart.com and Wal-Mart DVD Rentals. "From new releases to old favorites from independent films to foreign films, we believe we will be able to meet a wide variety of viewing interests."