Redbox is convenient and it's cheap, but the company's fortunes also rest on a more sophisticated calculation about the marketplace. Ask any entertainment bigwig where the movie-rental business is going and you'll hear one thing: digital streaming. Amazon, Apple, Netflix, the cable companies, and many startups are gearing up to send every movie to your home on demand. But Hollywood's byzantine licensing structure precludes that from happening anytime soon. Redbox has positioned itself as the perfect in-between technology -- the next best thing to on demand. It's winning by being in more places than Blockbuster and faster than Netflix.