The battle between Blockbuster and Netflix continues. From 2006 – 2007, Blockbuster closed over 500 stores trying to compete with Netflix. As Blockbuster tried to increase their over-all membership, Netflix was increasing in domination because of their “total access” to movies. (Say Goodbye to Blockbuster) In 2010, Netflix gained market power and received revenue of over $2.14 billion. (Netflix Press Release) One would think Blockbuster would just give up. But in 2011, Hollywood put their foot down against Netflix, and the light began to shine for Blockbuster. Because of Netflix market power, Hollywood demanded additional compensation. Netflix agreed not to rent out new releases from Warner Brothers Studio for 28 days. Thus, allowing Hollywood to see more growth in their DVD sales. (Netflix Gains Market Power) With market power, Netflix also decided to raise their prices. Blockbuster saw this as an opportunity to take away Netflix’s unhappy customers and came up with a “total access” plan which provided customers with a 30-day free trial and only $9.99 per month (renting one disc at a time). (Blockbuster Rescues Furious Netflix Customers) Both companies are not giving up! This battle is continuing…who will come up with the next great idea to win over unhappy customers and regain market power?