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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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