Blinkbox is poised to exploit the power of its parent company Tesco and “start to fly”, according to director of content acquisition and sales Douglas Davis.

Its two services – the paid-for download premium content platform Blinkbox, which shows Game Of Thrones, and the ad-supported Clubcard TV – are benefiting from promotional activity in stores that began at the start of the month.

Shoppers are now able to buy Blinkbox gift cards, which can be spent on content by users of the service.

The push coincides with the launch of Tesco’s tablet, Hudl, which comes with the VoD company’s services pre-installed. A new TV ad campaign to boost brand awareness is also planned.

Davis said that since the instore push and Hudl launch, film sales on Blinkbox were up 300-400%, while TV sales were up 1,000%.

He added: “This is the most significant period for Blinkbox in the six-and-a half years I’ve worked here. Tesco is a great fit as an owner and we can leverage its data – there is going to be a real step change for the service.”

Blinkbox users set up an account that allows them to buy content permanently or rent it for 30 days. It trades on offering major films much sooner than they appear on rival subscription VoD services.