LoveFilm partners with Dorothy Perkins and BHS

LONDON - LoveFilm, the online DVD rental and movie download company, has joined forces with high-street retailers Dorothy Perkins and BHS to offer their customers free DVDs, including 'Brokeback Mountain'.

The partnership rewards customers of Dorothy Perkins who spend online at the women's fashion store by giving away one of five DVDs, also including 'Elizabethtown', 'Wedding Date', 'Rumour Has It' and 'You, Me and Dupree'.

BHS customers who use their in-store cards will be able to choose from 'Breakfast at Tiffanys', 'Charlie and the Chocolate Factory' and 'Beaches'. The deal was created by Cocktail Marketing.

Paul Greenwood, partnership marketing manager at LoveFilm, said: "Partnership marketing is a highly cost effective way to drive online rentals while raising awareness of the LoveFilm brand to a key target audience, and both Dorothy Perkins and BHS are the perfect environment to target potential customers."

Separately, LoveFilm's rival, Blockbuster, has signalled its intention to move into online video streaming by purchasing Californian-based firm Movielink in a deal reportedly worth $50m (£25m).

The acquisition of Movielink, which offers more than 3,000 titles to download on the internet, comes as Blockbuster begins to diversify away from its core chain of high street rental shops.

The US-based company is experiencing tough competition from mail order DVD firms such as Netflix in the US and LoveFilm in the UK.