AppleTV, Netflix flicks on Xbox 360, and now ... a set-top box from Blockbuster? The company plans to roll out a unit for the holidays that will deliver movies on demand from its Movielink download service, says Jim Keyes, Blockbuster’s CEO and chairman. Keyes made the announcement during an investor call this week, Home Media Magazine reports, though he didn’t offer any details about the manufacturer, pricing or availability. It’s a complete about-face from what he told us back in August: namely, that Blockbuster (NYSE: BBI) felt no urgency to launch its own set-top box any time soon. The continued success of rival Netflix (NSDQ: NFLX) may have helped spark the change of heart—Netflix had a stellar Q3 (in contrast to Blockbuster’s lackluster performance), and continues to broker content distribution deals with new partners like TiVo and Apple .