Cinema brand Dendy’s streaming service launch imminent

Dendy DirectDendy is readying for the imminent launch of its streaming service Dendy Direct, which will offer customers a “curatorial” approach to video and film content.

The new service, which will be officially unveiled at a launch event at the end of the month, will compete with the likes of Google Play and iTunes operating on as a pay-per-play model with films.

Kate Stapleton, Dendy Direct head of digital, told Mumbrella the pricing “would be consistent with the industry”.

“If you look at iTunes or Google Play our pricing will be the same as that. It’s a pay as you go model,” she added.

Currently on iTunes, consumers can pay $23.99 for a HD copy of season one of Netflix’s Orange is the New Black, while individual episodes in HD can be bought for $1.99.

Comparatively on Google Play, individual episodes of season one are available for $2.99 in Australia.

“We have deals in place with most of the major distributors as well as the indies,” Stapleton said on the service’s content, however declined to name exactly which distributors have been secured.

US streaming giant Netflix is set for a launch in Australia next year, but there are an estimated 200,000 Aussies currently using using a VPN to circumvent geo-blocking settings and paying the US$10 each month to access its content.

Asked why Australians should use the Dendy Direct service Stapleton said: “Netflix is a subscription service and it is illegal to access it in Australia.

“Netflix’s content is not new release. We hope people will view Dendy Direct as a complimentary service to Netflix.”

The streaming space in Australia is becoming increasingly competitive with Presto, Foxtel’s streaming app, announcing it would be available on Google Chromecast and broadening its availabilty on Android devices. The subscription service, which offers customers access to movies on Foxtel movie channels, joins Apple TV and Google Play and Quickflix, another subscription streaming service.

Quickflix offers users access to TV and film content for the monthly fee of $9.99 while Presto charges users $19.99 a month for access to only movies. Foxtel offers users access to TV shows via its Foxtel Play app which allows users to pick a genre and access channels and content through a tablet device, its price point kicks off at $25 a month.

“We’ve been an entertainment brand in Australia since 1940. Our customer is a discerning, film loving customer, we fill a unique spot in the market. We’ll have a much more curatorial approach to the store [than Google Play or iTunes],” said Stapleton.

“”We intend to cater to the things our customers love. We have a sticky customer base who are very loyal to us and it’s great to be able to extend that relationship into the home.”

The launch of Dendy Direct follows Hoyts putting its video-on-demand service Stream on hold last month. The service will aim to build on Hoyt’s existing DVD rental business Oovie. It was announced in 2012 with an original launch of early 2013 which was delayed to July this year before being put on hold indefinitely.

Miranda Ward


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