In a symbolic departure from its roots, Netflix has announced the imminent conclusion of its iconic practice of sending out red envelopes containing DVDs to subscribers.
On September 29, the streaming giant will mail out its final batch of DVDs, marking the end of a 25-year-long era during which Netflix revolutionized how audiences consumed entertainment.
The legacy of these red envelopes dates back to the early 2000s, when Netflix introduced the concept of mailing DVDs directly to consumers’ homes.
This innovative approach played a pivotal role in Netflix’s rise to prominence, shaping the way people accessed movies and TV shows.
As video rental stores like Blockbuster began to fade, Netflix’s convenient DVD-by-mail service filled the void, granting subscribers unparalleled choice and the luxury of binge-watching entire series.
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To commemorate the closure of this chapter, Netflix has declared that customers need not worry about unreturned DVDs after September 29.
The company proclaimed, “We are not charging for any unreturned discs after 9/29. Please enjoy your final shipments for as long as you like.” This gesture of goodwill not only marks the conclusion of an era but also acknowledges the profound impact that these red envelopes had on the entertainment landscape.
In addition, Netflix is offering its devoted DVD enthusiasts a final promotional opportunity. Subscribers will have the chance to request up to 10 free and random DVDs for delivery to their homes.
This gesture serves as a final salute to those who have embraced the DVD-by-mail service over the years.
Reflecting on this historic shift, Ted Sarandos, the CEO of Netflix, expressed gratitude to the millions of subscribers who had engaged with the service.
In an April press release, Sarandos noted, “To everyone who ever added a DVD to their queue or waited by the mailbox for a red envelope to arrive: thank you.” He further emphasized the company’s enthusiasm for continuing to innovate and cater to the ever-evolving preferences of entertainment enthusiasts around the world.