ART HOUSE FILMS GAINING RENTAL MOMENTUM

Academy Award hoopla and big summer marketing campaigns are causing retailers to increase their rental buys of so-called "art house" movies. These are movies that receive critical acclaim, but have a limited market either because of subtitles, subject matter or lack of a major theatrical marketing campaign. Three current examples are "Il Postino/The Postman," "Mighty Aphrodite" and "Les Miserables."

Academy Award hoopla and big summer marketing campaigns are causing retailers to increase their rental buys of so-called "art house" movies. These are movies that receive critical acclaim, but have a limited market either because of subtitles, subject matter or lack of a major theatrical marketing campaign. Three current examples are "Il Postino/The Postman," "Mighty Aphrodite" and "Les Miserables." Availability of many of these titles from shared transaction fee distributors also is havin

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