I am not sure... Nate is right, automated checkouts have been already in place in libraries for a long time. But I think this machine is slightly different (or why would it have been in the technology section at this year's Book Fair). It's seems to be more meant to completely replace a library; something like those DVD vending machines we can see already on the street nowadays.
I did some surfing and found this website which looks like it's from the producer of this machine:
http://www.magex.org/products/en_index.html
http://www.magex.org/magexEnglish/videodispenser.html
http://www.magex.org/press/pdf/gdv_gen07.pdf (PDF, Italian)