BUENA VISTA PUMPING UP RENTAL MARKETING EFFORTS

BURBANK, Calif. -- Buena Vista Home Video is upping the ante in the rental market. Applying the same high-powered marketing tactics it perfected for sell-through, Buena Vista is breaking new ground with aggressive post-street-date campaigns on behalf of its rental titles. "We are applying some of the philosophies that we have used in the sell-through business to the rental business," said Kelley Avery,

BURBANK, Calif. -- Buena Vista Home Video is upping the ante in the rental market. Applying the same high-powered marketing tactics it perfected for sell-through, Buena Vista is breaking new ground with aggressive post-street-date campaigns on behalf of its rental titles. "We are applying some of the philosophies that we have used in the sell-through business to the rental business," said Kelley Avery, vice president of marketing. Buena Vista is the video sales, marketing and distribution

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