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Blockbuster CEO James Keyes said Thursday that despite a barrage of news reports about the possibility of bankruptcy, the company’s situation has not really changed from where its been for the past year.

The company’s stock plummeted earlier this week after a Securities and Exchange Commission filing was released with a line expressing fears that if Blockbuster is unable to raise its liquidity, a bankruptcy reorganization filing could result.

But Keyes said Thursday the filing is rather routine and is similar to standard warnings placed by the company in a securities filing last year.

“Blockbuster has so many options available,” he said. “We actually have more options available when compared to last year.”

Keyes said the company is in the “process of a business transformation” and is geared on continuing to leverage its multichannel approach to remain a key player on the viewers' screens unsecured personal loans.

Fears were raised about Blockbuster last year, Keyes said. But even after those concerns were raised, the company laid out plans to install 10,000 more Blockbuster express kiosks this year.

In addition, Blockbuster pared down its number of stores and continued to enhance its mail and digital services. Keyes said unlike competitors, Blockbuster now is the only vendor offering entertainment products via multiple-channels — namely digital, in-store and through the mail.

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Filed under: economics by TheDoor