Which streaming giant made headlines in 2009-2010 by redesigning its physical product packaging from standard plastic cases to lightweight paper sleeves?

The packaging of products has often reflected cultural shifts and technological advancements throughout the decades. Some iconic packaging designs have become so recognizable that they've transcended their original purpose to become pop culture symbols themselves. This trivia question explores how a major entertainment brand revolutionized its product packaging to combat a significant industry challenge.

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Netflix (for its DVD-by-mail service)
Blockbuster (for its attempt to compete with Netflix)
Redbox (for its kiosk pickup service)
Amazon Prime (for its early DVD delivery program)