INDEPENDENTS RELEASE TRADE AD TO GAIN SUPPORT

LOS ANGELES -- To help the Hollywood community better understand the plight of independent video retailers, the Video Software Dealers Association has kicked off an advertising campaign aimed at the creative film community.d asks "What if there were only one video store in the whole world...and they didn't want your movie?"The ad, developed by the VSDA's Independent Retailers Council (IRC), is the

LOS ANGELES -- To help the Hollywood community better understand the plight of independent video retailers, the Video Software Dealers Association has kicked off an advertising campaign aimed at the creative film community.

d asks "What if there were only one video store in the whole world...and they didn't want your movie?"

The ad, developed by the VSDA's Independent Retailers Council (IRC), is the first in a planned series, with the next slated for placement in the program for the Seattle International Film Festival (May 18 to June 11). It directs readers to a new Web site (www.independentvideo.org) and provides a call to action, which notes that "half of America's video revenues come from retailers who are a little different. Each one of America's independent video retailers is a true original, providing unique choices and services for their communities. We're a vital part of the entertainment industry, and we need your support."

The Web site provides more detailed statistics, alerting viewers to the studios' imposition of "complex and often unrealistic and idiosyncratic terms" to achieve copy depth. As a result, over 4,000 independent retailers have closed their doors in the last few years.

"Cleary, these new models have enhanced consumer satisfaction and stimulated consumer rental spending on home video," says the site. "However, they have been more beneficial for larger, high-volume retailers and accelerated the market-share shift from smaller independent retailers."