The movie rental brand Redbox recently began selling tickets to live events like concerts and sports through their movie rental vending machines. According to Redbox President Anne Saunders, this move "will help drive our core business."
How? Redbox is known as a place to rent movies; not purchase tickets. How will Redbox relate these two unrelated purchase items?
Sure, Redbox is merely dipping its toe in the water - selling seats to events with limited demand and only in the Philadelphia area.
However, Redbox's reach into the world of ticketing is another example a brand trying to expand beyond its product and demographic focus.
Perhaps there is promise for self-serve ticket vending machines. But without it's own brand, they will never truly know.