Analysts were attributing a fourth-quarter surge in the number of subscribers to Blockbuster's online rental service to its new Total Access program that encourages customers to return their DVDs to the rental company's brick-and-mortar stores, where they can receive free rental coupons for doing so. The company said Wednesday that it now has 2.2 million online customers, 500,000 of whom joined up in the fourth quarter, representing a jump of more than 29 percent in the quarter. Rival NetFlix remains the undisputed leader in online DVD rentals, with about 6 million subscribers. Blockbuster shares on Wednesday umped 6.6 percent on the news to $5.64.