Kroger the American based retail chain of supermarkets has entered into the DVD rental business some time ago. Kroger have entered into the business with the innovative DVD rental kiosks. These machines are fully automated and easy to use. Kroger movie rental machines are present in more the one hundred and sixty Kroger outlets only in western America. Of these, fifty have been installed in their subsidiary company Ralph’s supermarket all of which are located in California. These DVD rental kiosks have been well accepted by Kroger customers in the past years because of its easy functionality. These DVD rental machines will soon be found across many more stores in America.