Amazon rebrands LoveFilm

Amazon is rebranding its VoD service LoveFilm Instant as Prime Instant Video in the UK and Germany to mirror its offering in the US.

The change, which comes into effect February 26, means LoveFilm Instant will now be included in the Amazon Prime subscription service, which gives members unlimited one-day delivery on items purchased online.

Amazon took full ownership of UK-based LoveFilm back in 2011 in a deal worth around £200m (US$333).

LoveFilm Instant currently offers unlimited streaming of more than 15,000 movies and TV episodes, including Peppa Pig, The Walking Dead and season two of Vikings, available the day after the US premiere.

The new package will be offered at the price of £79 (US$131) a year, which its says will save customers 35% on what they were previously paying for the two separate services. Amazon Prime currently costs £49 a year while LoveFilm Instant costs £5.99 a month – the same as Netflix.

LoveFilm By Post, Amazon’s DVD and Blu-Ray delivery service will not be included in the rebranding, an Amazon spokesman told C21.

Amazon added that it plans to continue to increase its investment in original programming via production arm Amazon Studios, as it competes with traditional broadcasters and other VoD platforms such as Netflix and Hulu.

Shows set to arrive soon on Prime Instant Video in the UK and Germany include original series Alpha House and Betas, as well as three new children’s programmes.

Amazon recently introduced 10 new pilots from creators such as Chris Carter (The X-Files), Eric Overmyer (The Wire, Treme), Michael Connelly (Harry Bosch), Roman Coppola (Moonrise Kingdom) and Jason Schwartzman (Saving Mr. Banks) in the US.

“Millions of customers in the US have streaming video included as part of their Prime membership and they tell us they love the combination of unlimited delivery, the ability to borrow Kindle books, and convenient access to thousands of the most popular movies, TV shows and exclusive videos,” said Greg Greeley, VP of Amazon Prime.