Online DVD rental company Netflix Inc has launched a television advertising campaign featuring its first new commercials since 2003 in the latest salvo of its war with rival Blockbuster Inc .
Netflix said last year it would run at break even and crank up marketing spending to stay ahead of Blockbuster's new online service and dissuade Amazon.com Inc from entering the U.S. market.
The Los Gatos, California company would not disclose the size of its new media buy, but Wall Street analysts had projected Netflix would spend about $140 million on marketing in fiscal 2005.
The five advertisements, featuring the tag line "There's a movie waiting for you at home," will air on broadcast and cable television into next year, a Netflix spokesman said. Source