owns Canadian DVD Rental space

A few months ago Ottawa-based shipped its 10 millionth DVD. Quite an accomplishment for the four-year-old start-up that’s been dubbed the Canadian equivalent of online video rental behemoth Netflix. Today on, Nestor E. Arellano takes a close look at and the movie-picking technology that keeps customers renting.’s online ordering system is powered by a “recommendation algorithm” that helps customers decide which movie to watch. Based on a member’s profile and a list of previously rented titles, the system provides the customer a list of other movies that might appeal to his or her tastes.  It’s a powerful marketing tool as it personalizes the movie selection experience for the customer, while giving numerous up-sell opportunities.’s inventory exceeds 72,000 individual titles and 250,000 discs which it rents out to more than 35,000 members Canada-wide. is owned by – a veteran domain name industry company that operates domain name aftermarket and a handful of other domain name registrars.