SANTA CLARA, CA--(Marketwire - May 5, 2010) -  Sonoa Systems, Inc., the leading provider of enterprise API management solutions, today announced that Blockbuster is using its API management solutions to power the "Blockbuster Everywhere" cross-channel, multi-device strategy. Through industrial strength APIs, Blockbuster can now deliver movies, product reviews, real-time inventory availability and account information everywhere its customers are, on various devices including phones, set top boxes, gaming consoles and other consumer electronics.

"Keeping up with our customers' need to aggregate information from our multiple channels poses both new opportunities and new challenges. We needed an API strategy to deliver the data that powers our applications and cross-channel integration services, but also needed to make sure it was safe, manageable and served our partners, developers, employees and consumers effectively," said Mike Debnar, Blockbuster Vice President of Retail Systems. "Sonoa has been critical in accelerating the pace of our cross-channel strategy, allowing us to on-board partners very quickly by making our APIs flexible and highly available. We have learned that API flexibility and availability are key components to meeting the needs of our customers and quickly implementing cross-channel functionality."

Blockbuster launched its API to support its new iPhone app last December, enabling customers to access their accounts and Blockbuster's entertainment library, add movies to a rental queue or find out if a movie is in stock in a nearby store from their iPhone or iPod. Blockbuster has taken this API and enabled partners to build applications that reach millions of new consumers through connected Internet devices beyond the Web browser. With Blockbuster Everywhere, consumers can access this content whenever and wherever -- in stores, and online or through their mobile phones and gaming consoles.

"With the advent of the API economy, cloud computing and mobile devices, consumers now have the ability to access what they want, whenever and wherever they want it. It's imperative for companies to meet that demand by opening their services, and Blockbuster is a leader in the 'media everywhere' movement," said Chet Kapoor, CEO of Sonoa Systems. "Our API management platform enables Blockbuster's partner strategy, cross-channel strategy and overall API strategy by providing visibility, management and control over its services."

Blockbuster is using ServiceNet, Sonoa's industrial-strength cloud service and API infrastructure, to leverage capabilities such as mobile app acceleration, back-end protection, enforcing access control, operational and business policies on API traffic, throttling, rate limiting, credential authentication, SOAP/REST mediation and caching.

About Sonoa Systems
Sonoa is the leading provider of API management solutions. Sonoa customers include more than 75 leading enterprise, SaaS and media companies. Leading customers such as TransUnion Interactive, MTV Networks, MySpace and Guardian Insurance use Sonoa to create new revenue channels, reduce costs and innovate faster. The company is based in Santa Clara, CA, privately held, and backed by leading investors including Norwest Venture Partners, Bay Partners, Third Point Ventures and SAP Ventures. For more see

About Blockbuster Inc.

Blockbuster Inc. is a leading global provider of rental and retail movie and game entertainment. The company provides customers with convenient access to media entertainment anywhere, any way they want it -- whether in-store, by-mail, through vending kiosks or digitally to their homes and mobile devices. With a highly recognized brand and a library of more than 125,000 movie and game titles, Blockbuster leverages its multichannel presence to serve nearly 47 million global customers annually. For more see

Forward Looking Statements

This press release may contain forward looking statements that are based upon current expectations, including the market acceptance and success of the alliance between Blockbuster and Sonoa Systems. Actual results could differ materially from those projected in the forward looking statements as a result of various risks and uncertainties. This press release should be read in conjunction with Blockbuster's most recent annual reports on Form 10-K, quarterly Forms 10-Q and other reports on file with the Securities and Exchange Commission, which contain a more detailed discussion of the company's business including risks and uncertainties that may affect future results. Neither Blockbuster nor Sonoa Systems undertakes to update any forward looking statements.

Contact Information:

Melissa Biles