ATM: Any Time Movies

Thanks to Moviebank, now a fully-automated, 24-hour DVD rental system, renting out movies is never gonna be the same again.

It reads like a scene from the Jetsons cartoon series: a woman goes to a machine where she takes an eye exam to determine what reading glasses she needs. She enters her credit card information for payment for the order to be processed. By the end of the transaction, she reaches into the machine for her new reading glasses.

Sounds futuristic? It's not! Advances in technology and the internet have created unlimited potential for the vending machine - that ultimate self-service vehicle.

How times have changed since the days of Thomas Adams's Tutti-Frutti gum machines in 1888! Today, these vending machines can dispense anything from food, beverages, newspapers, cigarettes and laundry products, to personal care items, postage stamps, candy and now, DVDs.

Easy-to-use technology

Thanks to Moviebank - a fully-automated, 24-hour DVD rental system, introduced recently in Dubai - getting your latest DVDs is as simple as getting a Coke out of a machine. These dispensers are ideal for shift workers, commuters and those wanting choice and convenience with their movie rentals.

"As simple to use as a bank ATM, the user-friendly technology takes customers through different browser screens, allowing them to watch trailers with audio," says Paul Scott, managing director and partner, Duvade LLC.

"The browsers support different language options and it's extremely user-friendly. The search engine provides options to choose titles by genre, new releases, hit parade [most popular movies currently], alphabetically, or by actors and directors. The computerised robotics system dispenses the movie selected within 15 seconds. Besides this, there is also an option to rent Playstation 2 games for a set 24-hour fee, and you can even purchase favourite movies on this machine."

How to be a member

Membership is free with only a refundable security deposit of Dh150 required. Becoming a member is simple and quick. Just fill in a form at the customer-care centre in any outlet where the machines are located and you get a membership card on paying Dh100. This amount is credited to your Moviebank account.

Customers can top-up their cards directly at any location, using the bank note reader. All machines have capabilities of accepting credit cards and this facility will be added soon.

The first Moviebank machine was installed in Le Marche supermarket at Arabian Ranches in June. This was followed by another at Sumo restaurant and Al Maya supermarket on Shaikh Zayed Road, while a third was recently installed at the Co-operative Supermarket in Al Garhoud. Moreover, in partnership with Eppco, the first of several Moviebank dispensers was set up on Al Wasl Road.

"There are plans to install an additional 5 machines within the next 4 - 5 months and by the end of 2006 we hope to have 20 machines in place," says Scott.

Soon, customers will be able to reserve films or games through the internet or via SMS, prior to collection, details of which can be found at www.moviebankme.com

Rentals are billed on a time-scale basis at the time of return. Movies are charged at Dh14 per day, and for games it is Dh15. Though this is a bit more than what the regular video rental shops charge, it is the premium you pay for convenience, quality of service and 24-hour availability. However if you return your movie earlier, its gets cheaper. "Return the DVD within six hours and you only pay Dh6," says Natalie Orban, sales and marketing manager, Duvade LLC.

Competitive prices

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

"By offering competitive pricing, and in association with the Arabian Anti-piracy Alliance (AAA), we are confident of cracking down on pirated copies, that offer poor quality in terms of both picture and sound," says Orban.

Each vending machine dispenser varies with regard to the number of movies it can hold. From the Baby model, which holds 388 movies, to the Extra, which holds 2,166 movies, these machines can also be networked together, offering unlimited capacity. Eighty per cent of rentals are made up of top 40 blockbusters, while the balance includes older titles and timeless classics.

"We send monthly fliers to members on new titles. If some people want older movies, different language movies or obscure titles, they just need to inform us by email, and subject to demand and availability, we then stock them at the respective location," says Orban.

Top ten rented movies from july

1 The Interpreter
2 Closer
3 Hitch
4 Batman Begins
5 Hostage
6 Hide And Seek
7 Spanglish
8 Lemony Snickett: A Series Of Unfortunate Events
9 Crash
10Million Dollar Baby