WARNER'S NEW VIDEO FORMAT NOT 'DIRECT' HIT WITH RETAILERS

BURBANK, Calif. -- Just two months since launching Warner Home Video's Rental Direct program, supermarket retailers interviewed by SN appear to be adjusting to the new direct-purchase model, but not without some initial complications and complaints.Warner here has characterized customer reaction as "very positive" to its new program for rental-priced VHS product, initiated in September. "We've gotten

BURBANK, Calif. -- Just two months since launching Warner Home Video's Rental Direct program, supermarket retailers interviewed by SN appear to be adjusting to the new direct-purchase model, but not without some initial complications and complaints.

Warner here has characterized customer reaction as "very positive" to its new program for rental-priced VHS product, initiated in September. "We've gotten a lot of retail compliments," John Quinn, Warner executive vice president of sales,

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