Have a house full of kids already complaining there's nothing to do? Comcast is hoping to give parents a break right before school lets out via a promotion for its paid Xfinity on-demand service that lets cable subscribers buy "The Lego Movie" and dozens of other kids flicks for less than $10 each.
The Movie Kids promotion kicks off today and runs through May 26. The highlight is likely to be "The Lego Movie," which can be purchased electronically from Comcast a month before it's available on DVD or Blu-ray. Like other movies that will be offered during the promo—including "Nut Job," "Turbo," "The Croods," "Ice Age," "E.T.," and "The Wizard of Oz," and franchises such as "Alvin and the Chipmunks," "Cloudy with a Chance of Meatballs," "Night at the Museum," "Percy Jackson," "Spider-man," "Harry Potter," and "Happy Feet"—"The Lego Movie" costs $10 for the high-def version, or $8 for the standard-definition one.
In addition, beginning tomorrow, a one-a-day 99-cent movie will be "unlocked" each day for the duration of the promotion. Movies can be purchased using your cable box or the Web, and you can play them back on your TV, computer, or Android or iOS smart phone or tablet using a free Comcast app. Movies you purchase can even be downloaded directly to your portable devices so you can view them even if there's no Internet connection.
To see the complete list of eligible movies or to find the daily under-a-buck movie deals, just visit Comcast's movie sales website or the Comcast Xfinity Facebook page.
Comcast has been fairly aggressive trying to get subscribers to use its on-demand video service. Earlier this spring, it hosted a weeklong Watchathon that offered free access to more than 5,000 TV episodes. Last year Comcast hosted a "Summer of Kids" promotion that spotlighted more than 1,000 kid-centric titles that could be watched on demand or downloaded to portable devices. That event was followed by a "Fall TV Fest" promotion that let subscribers use VOD to get a sneak peek at several new shows. We expect to see some kind of similar fall promotion again this year.
—James K. Willcox