Redbox gifts are available for purchase at redbox.com or via mobile in bundles of five first-night DVD rentals for $5 or 10 first-night DVD rentals for $10. Additional DVD night rentals are $1.20 per night.

“Movies and games are entertainment gifts that keep giving,” said Amy Gibby, vice president of marketing at redbox, Chicago.

“Redbox, America’s destination for entertainment, wanted to make gift-giving easier and as such, announced our virtual gift cards this season,” she said. “Now, Americans everywhere can share the gift of thanks, laughter, big stars and hot new games with friends and family at a great value.”

Redbox Automated Retail LLC, a wholly owned subsidiary of Coinstar Inc., offers new release DVD and Blu-ray Disc rentals through its network of self-service kiosks.

Movie gift
Consumers can send redbox gifts via email or SMS.

Recipients receive their redbox gifts via their mobile device and they can print it out or view it directly from their smartphone device.

Each Redbox gift is accompanied by a personalized message.

“Consumers can go to http://www.redbox.com/gifts where they can send and receive redbox gifts via text message,” Ms. Gibby said.

“Redbox gifts can be redeemed at any of the more than 34,400 kiosks nationwide and are valid for the first night’s rental,” she said.

SMS initiative
In addition to the redbox gifts, the company is also giving away deals and prizes for 12 days including free rentals, discount codes and freebies from Sony and Barnes & Noble.

Consumers can text the keyword FUN to the short code 727272 each day for a daily deal and a chance to be entered to win the prize of the day.

Redbox has been increasingly building up its mobile presence.

Earlier this year, the company unveiled a suite of new and enhanced mobile tools in an attempt to stay ahead of the competition and let consumers access their accounts using smartphones.

The redbox mobile initiatives include a new Android app and an upgraded iPhone app. These new tools provide access to the latest Blu-ray and DVD releases for consumers online and on the go.

“Redbox has a highly engaged consumer base, allowing us to connect directly with millions of customers through Redbox-owned marketing channels, including mobile,” Ms. Gibby said.

“Movies are inherently social, making mobile engagement a key component of our forward looking marketing strategy,” she said.

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York