First, there were a series of box office failures - causing the consumer to feel motivated to rent the "new releases".

Secondly, membership took a back seat. Product was no longer convenient. Consumers wanted self-serve, and wanted their picks now.

Although the "digital age" played a factor it didn't destroy BB. BB refused to enter the social networks to promote and rate their movies.

If BB had of planned to become "Movie Experts" and focused on customers wants and needs they would have stood a chance.