Toys R Us has started a new movie streaming service complete with a Xbox Live app. Can it match CinemaNow? Can it compete with the likes of Vudu Movies? Should Flixster be scared? What about established content cages such as Amazon Instant video? Google Play? Itunes? Should they all run for the hills from Geoffrey Giraffe?
In a word: No.
Strangely, even though the technology behind the service is by Rovi, the same technology that drives Best Buy’s Cinemanow service, Toy’s R Us Movies isn’t a part of the DECE Ultraviolet group. That means the movies you bought from your local retail store that came with Ultraviolet codes will not activate on Toys R Us Movies, while you can watch them on Vudu Movies, CInemaNow and Flixster you won’t be watching it on Toys R Us Movies unless you buy it a second time. Likewise, if you buy a Toys R Us Movies copy, you can’t export it into your Ultraviolet account. It’s locked in and completely stuck in the Toys R US sandbox. Although you can watch it on computer, tablet, phone and game consoles for now, with more devices promised in the future.
Content sandbox Google Play you can watch your purchases on Xbox Live using the Youtube app, on your computer using YouTube.com, on your tablet or phone using Google Play Movies and TV app. While Amazon Instant Video is even more limited and only allows you to watch your purchases online and on some consoles, but not on any other tablet besides a Kindle HD and no phones. Let’s not even get into iTunes... all of these have also missed the Ultraviolet boat.
The high prices and the lack of Ultraviolet makes Toys R Us Movies a real loser, I recommend most users stay clear for the foreseeable future, it’s just not worth it. The competition is light years ahead offering more freedom and value.
So who is Toys R Us movies for? Well, people that want a sandbox, a kid friendly sandbox to be exact. A quick peek around in the Toys R Us Movies playground and you will start to notice that the movies and TV choices only include G, PG and PG-13 offerings. This is a major perk for someone that wants to leave a little one alone watching movies and have the peace of mind that they can’t get into too much trouble. They will still be able to watch violent movies like G.I. Joe and Batman, and also movies with adult subject matter like “The Perks of Being a Wallflower” just nothing with an R rating.
The selection can be browsed based on age group and other categories such as Barbie, Batman and Harry Potter. Their selection includes Disney films, which also don’t play fair with Ultraviolet either way anyways.
In the end Toys R Us Movies has it’s own corner of the streaming movie market but cannot directly compete with established services for the average customer. If they somehow removed the need to double purchase already owned movies they could possibly be a contender, maybe through some disc to digital program like CinemaNow and Vudu Movies has in place.