You thought that maybe that giant Redbox machine in your local food mart, offering $1 DVDs, was simply a low-cost way to share a movie night with the family.

Its REALLY a (nearly) free pass for guys to grab testosterone-rich, leave-your-brain-at-the-door, man-cinema, where stuff blows up reaaal gooood.

You know: "Predator" or "Conan the Destroyer." Or something else starring Govenor Arnold. Redbox President Mitch Lowe said the low price allows people to explore their taste universe...

"What is misunderstood is that that dollar price point gets you to watch movies and rent movies that you never would have thought of renting before."

... and reap the fringe benefit...

"I've seen examples of wives approving renting, I think, "G.I. Joe: The Rise of Cobra" just because it's just a buck, where as if it was Blockbuster, they would say "you are not going to spend three dollars on that movie I'm never going to watch."