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Die Hard With A Vengeance in the Home Video Rental
Market
Die Hard With A Vengeance was a title that shipped over
700 thousand units. Offered by Fox Video, this title sold about 600 thousand
units to standard distribution (that is, about $67 per unit on average,
after discounts and rebates) and over 100 thousand units through Rentrak
Distribution (a pay-per-transaction/revenue sharing facility). Note that
the normal peak rental activity was flattened for this title, and while
rentals have held up, they have not been enough to justify purchases by
home video retailers at this level. We anticipate that future offerings
using both standard and Rentrak distribution will do many fewer units as
retailers catch on the unfavorable (for them) economics.

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