Somehow I think it’s going to take more than an API to resurrect Blockbuster at this point.
Just when investors thought beleaguered Blockbuster wouldn't make it, the movie rental company is going digital. After more than 25 years of renting out videos and DVDs, Blockbuster Inc. announced the launch of a new application programming interface (API) to deliver its movies to myriad platforms, including smart phones, gaming consoles, tablets, and digital television boxes. Alex Williams of ReadWriteWeb reports that the adoption of a new digital API strategy gives Blockbuster "the leverage to give the customer a unified experience across multiple channels," providing customers with new avenues to purchase Blockbuster products. The API will bridge the gap between Blockbuster's monstrous inventory and the growing market of Internet-ready devices that has left the rental giant toiling under the specter of financial ruin.