Blockbuster has released an API that will allow "deliver films, reviews and real-time inventory to devices that include phones, set top boxes, gaming consoles and other point of sale locations such as gas stations," ReadWriteWeb reports.
Although this is primarily a software play, this also means that set-top boxes and services (the Roku player, for example, or the Xbox 360) could tap in Blockbuster's library of movies.It's hard to know what this API or set of APIs will mean for the company, but it looks like Blockbuster is preparing to challenge Netflix, Amazon, and others at least in video streaming. The inventory APIs also appears to mimic the "check inventory" features that many retailers have begun placing on their Web sites to allow in-store pickup.
Blockbuster is also updating its iPhone app to reflect the new cross-channel efforts, the site reports.
But will it be too late? Blockbuster has suffered of late, losing business to both Redbox kiosks and Netflix. It looks like the company has tried grasping at Web video as a last-gasp measure.
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