Dallas Blockbuster Inc. is testing new features in a dozen of its Dallas stores, according to a report in the Dallas Morning News.
The following concepts are currently being tested: gaming centers, play areas for children, free Wi-Fi, in-store entertainment and coffee and soda bars.
"I'm a big believer of the physical relevance of a store," Jim Keyes, CEO of Blockbuster, told the publication. "People like to shop, whether it's in a Neiman Marcus or a Blockbuster. But we need to change our stores to become a destination for entertainment."
Keyes did not reveal plans for how long the company will study the prototype stores, but said the company will "roll out ideas as they catch on."