Tesco is boosting its entertainment offering with a new service that gives shoppers who buy DVDs and Blu-Rays in-store access to an online version of the same film free of charge.
The service will allow customers to view films they have bought on devices including computers, tablets and games consoles – without having to spend extra on streamed versions.
It will be exclusive to Clubcard customers and is provided through Blinkbox, the film streaming company in which Tesco acquired a majority stake earlier this year.
UK chief executive Richard Brasher said shoppers knew Tesco was a great retailer for new technology.
“This innovation with Blinkbox will help start a digital revolution, combining the physical DVD with the digital for the first time,” Brasher said.
“Starting with the magic of Harry Potter, there will be many more great titles to follow for customers to enjoy online wherever and whenever they like.”
The new service was also hailed as a significant innovation by technology commentators, with specialist website PaidContent:UK calling it a “fascinating link-up between atoms (DVD) and bits (streaming).
“The added value of the dual option could drive more plastic-disc sales at the checkouts,” it added.