The “supermarket” approach to video hire and sales

Press, 5 December 1988, Page 6 (Supplement)

The “supermarket” approach to video hire and sales

Video International — at 904 Colombo Street — is the biggest retail/hire outlet of videos in Christchurch — in the South Island, in fact. It has rental videotapes for $2 and $4 per hire — with supermarket trolleys for those who care to cash in on the bargain hire fees and tent a few for the week or week-end.

Mark Adams, manager of Video International, has, in his collection, which is distributed throughout the South Island, a total 13,500 tapes. The total includes 2500 at 904 Colombo St, with an initial total of up to 800 titles for sale.

The firm supplies dairies, service stations, and other video library operators.

The “wholesale and retail” outlet comprises an upstairs area devoted to the selling of films, at prices ranging from $599 for, example, children’s movies and “back catalogue stuff,” to $149 for the latest in the video selections available.

The average priced video for sale at Video International is $19.95, Mark said.

“There are music videos — a bit of everything — it will be the most comprehensive range in Christchurch ... in fact the South Island.” Included in the range are

the C.E.L. brand, and the 8.8. C. and Polygram labels. Do people want to own their own copies of videos? Mark says yes. “We proved that with ‘E.T.’ We pre-sold nearly 100 copies. There are a lot of people out there who want their own copies — a lot of private collectors. Some people want to own their own music videos, others want ‘adult’ stuff.” Just-released videos will be on sale at Video International the day of their release, Mark said. Buying in bulk means customers can get . their videos cheaper.

The number of people owning their own VCRs in New Zealand is growing — so it follows that the video hire and buy business is a growth one — something Mark attributed to the quality of New Zealand television programmes.

“And New Zealanders just enjoy good entertainment.” And yes it is a growth industry. It could become like the liquor industry ... for example it’s very rare that you find an independ-ently-owned bottle store — they are normally part of a large chain. 1 think it win oe the same with the video

industry — fewer small operators.” Mark said Video Internation had videos for children in “plenty.” “We have heaps of them for sale. It’s not a market we’re actually aiming at but one which we certainly cater for.” These are the ones priced from $5.99 to $lO. Mark says his outlet stocks many films not available through other sources. Included in these are thrillers and the like from the sixties and seventies. He said his firm was catering to another market not catered to before — the 35-year-old plus market.

“We also carry titles which appeal to many people in the ‘retired’ age group. A lot of this stock you just wouldn’t see at other video libraries.” The library is changed weekly — to give customers plenty of titles to select from and the hours of opening are 9 to six Monday through Thursday and 9 until 7 p.m. on Fridays. Tapes hired for the week-end on a Friday can be returned on a Monday or placed in the “dropbox” slot. Video International also sells blank video tapes, TVs and VCRs and accessories.