Amazon is fighting back against the growing dominance of Netflix by purchasing British movie rental company Lovefilm. Amazon has owned a significant stake in the company since 2008, when Lovefilm bought Amazon’s DVD service, but today’s news brings the company entirely under Amazon control.
Lovefilm, which offers DVD rental through the mail as well as online streaming, is essentially a European Netflix, with 1.4 million members in the UK, as well as interests in Germany and Scandinavia. It’s unknown at this time whether Amazon has any plans to import the brand into the US.
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