Blockbuster’s efforts to get ahead of the game, and especially ahead of Netflix now include the release of a set-top box developed by hardware maker 2Wire. The new system will enable users to get movies on their television sets straight from their broadband Internet connection.

A similar offer is already provided by its main competitor, Netflix, which has been promoting for the past few months its own set-top box manufactured by Roku. Still, even though at a first glance the two services appear to be the same, Blockbuster’s system has a different pay structure, transmits the movies in a different manner and the movies will be newer than Netflix’s, which provides titles that are six months old or more.

“Well, the customer is changing again, and technology is allowing more convenient access to entertainment in many ways. It is perfectly natural for Blockbuster to evolve again -- and we have one more time transformed ourselves and our brand into Blockbuster OnDemand to provide the highest level of convenience now -- access to thousands of movies from the comfort of your living room,” explained Blockbuster’s Chairman and CEO Jim Keyes, in an interview with the E-Commerce Times.

The company will allow users to buy or rent the movies. Renting will range from $1.99 to $3.99, and the movie will be accessible for 30 days; once the play button will be pressed, there will be a 24 hour limit to finish viewing the motion picture.

To get the service, a $99 fee is required, which includes the box and also an archive of 25 movies.