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The growing direct-to-video phenomenon offers the industry opportunities to build profitable franchises exclusively at retail.Many direct-to-video titles, like the Moonbeam Entertainment line distributed by Paramount Home Video, Hollywood, Calif., target the rental market. But the titles released at sell-through prices, like Disney's "Return of Jafar" and MCA/Universal's "Land Before Time" series,

The growing direct-to-video phenomenon offers the industry opportunities to build profitable franchises exclusively at retail.

Many direct-to-video titles, like the Moonbeam Entertainment line distributed by Paramount Home Video, Hollywood, Calif., target the rental market. But the titles released at sell-through prices, like Disney's "Return of Jafar" and MCA/Universal's "Land Before Time" series, have bigger advertising support, which results in greater consumer awareness.

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