General merchandiser takes on Blockbuster at its own game
WHSmith has launched a joint venture with online DVD rental service Lovefilm. Called WHSmith Movies Direct, the service allows customers to choose from 22,000 titles and rent them for an unlimted period. Customers pay a monthly fee, starting at£9.99 a month, and DVDs are mailed to customers by first class post.

The service is available on WHSmith's website at New members will receive a 14-day trial and a£5 voucher redeemable against in-store purchases.

WHSmith commercial development director said: 'This is a great opportunity for customers to access films, and the offer is entirely complimentary to our in-store DVD offer. By working with Lovefilm, we have been able to develop a strong and attractive offer that we believe will encourage customers to try this great service.'

The launch follows a similar service set up by leading video rental chain Blockbuster in May.