Rentals Are Fourth In Growth Picture
as found that video rentals ranked fourth among all supermarket categories in growth from 1986 to 1996.
The report, by USA Today here, showed consumer spending on video rentals in supermarkets rose 218% during that period. In a list of top 10 growing categories, rentals trailed sandwich spreads (up 476%), refrigerated pickles and relishes (up 274%) and liquid antacids (up 254%). Lower on the list were packaged diet foods (up 207%), kitchen towels (up 206%), home pregnancy tests (up 205%), contact lens care products (up 187%) and condoms (up 168%).
Focus on Classics, Documentaries
NEW YORK -- Research from Roper Starch Worldwide here has shown strong growth in consumer demand for the classic-movie and documentary genres of videos, according to a report on the company's web site.
Of video consumers surveyed, 30% said they like to watch classics, up 8% since 1994, and 20% said they preferred documentaries, also up 8%. The report said consumers age 45 and up represent a large and growing market for these genres. Affluent and well-educated consumers are among those driving growth for documentaries.
The top genres continue to be comedy, action-adventure and dramas, according to the report.
VSDA Premieres Recruitment Drive
ENCINO, Calif. -- The Video Software Dealers Association here has launched a "Chapter Challenge" member-recruitment program offering prizes to those who bring new members into the association. The program began at the beginning of this month and will run through May 15.
Among the prizes are Bushnell binoculars, a leather executive portfolio, a Waterford crystal decanter and glasses, a leather bomber jacket and a Travelwell two-piece Pullman-luggage-on-wheels set.
The VSDA also reported its 1997 results for the Fast Forward to End Hunger program. The campaign doubled its 1996 totals, bringing in $2.2 million through in-store and sponsor contributions. More than 8,700 retail storefronts participated. The 1998 Fast Forward to End Hunger program will begin July 1 and continue through the end of the year.
Top 10 Supermarket Video Rental Titles
Title (Weeks Out) Studio Retail Last Week
1Air Force One (3) Columbia $22.95 1
2Hercules (4) Buena Vista $26.99 2
3The Game (6) PolyGram $106.99 3
4Devil's Advocate (2) Warner $107.37 4
5G.I. Jane (4) Buena Vista $107.37 5
6The Edge (1) Fox $104.16 New
7Soul Food (7) Fox $19.98 6
8Mad City (1) Warner $104.16 New
9Good Burger (2) Paramount $100.96 7
10Conspiracy Theory (9) Warner $107.11 8
Contact [tie] (10) Warner $107.11 9
The chart at right, tailored for the supermarket video market, is based on information taken from more than 1,000 supermarket rental locations serviced by Ingram Entertainment, La Vergne, Tenn.
