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Amazon Buys Remaining Lovefilm Shares
Not-yet-finalized deal turns Amazon from minority shareholder to owner of video rental company.

Amazon already owned a minority share in British online video rental company LoveFilm, and today it's adding to that. Amazon today announced an agreement to acquire LoveFilm's remaining shares. The deal is expected to close in the first quarter of this year.

LoveFilm operates in the U.K., German, Sweden, Norway, and Denmark. It's a subscription service that offers both DVDs and games by mail and streamed films and TV shows online.

"LoveFilm has been innovating on behalf of movie rental customers across Europe for many years and with the advent of the LoveFilm player, they are further delighting customers by streaming digital movies for their immediate enjoyment," says Greg Greeley, Amazon's vice president of European retail.

"LoveFilm and Amazon have enjoyed a strong working relationship since LoveFilm acquired Amazon Europe's DVD rental business in 2008, and we look forward to a productive and innovative future," Greeley adds.

LoveFilm International dates back to 2006, when LoveFilm merged with Video Island. In 2008, LoveFilm International acquired Amazon's U.K. and German online DVD rental customer base. Amazon didn't indicate what changes, if any, it will make to LoveFilm's day-to-day operation.

"The deal is a winner for the members who love LoveFilm because of its value, choice, convenience, and innovation in home entertainment," says Simon Calver, chief executive of LoveFilm International. "With Amazon's unequivocal support we can significantly enhance our members' experience across Europe."

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