Ideo Retailing Billboard® Recording, Or Otherwise, Without the Prior Written Permission of the Publisher

FOR WEEK ENDING JUNE 28, 1986

@Copyright 1986, Billboard Publications, Inc. No part of this publication may be reproduced, stored in any retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, ideo retailing Billboard® recording, or otherwise, without the prior written permission of the publisher. TOP VIDEOCASSETTESTMRENTALS er'ilea magic op

á Compiled from a national sample of retail store rental reports. Y Y U

3 o á ul Ñ ui TITLE Copyright Owner, Principal ° $ t 3 Manufacturer, Catalog Number Performers >rc ** NO.1 ** Amblin Entertainment Michael J. Fox 1 1 3 BACK TO THE FUTURE 1985 PG MCA Dist. Corp. 80196 Christopher Lloyd Steve Guttenberg 2 2 7 COCOON CBS -Fox Video 1476 1985 PG -13 Don Ameche

3 4 3 ROCKY IV CBS -Fox Video 4735 Sylvester Stallone 1985 PG

Paramount Pictures Harrison Ford 4 3 9 WITNESS 1985 R Paramount Home Video 1736 Kelly McGillis

SLM Inc. William L. Petersen 5 5 5 TO LIVE AND DIE IN L.A. 1985 R Vestron 5123 Willem DaFoe RCA /Columbia Pictures Home Video 6- Jane Fonda 6 6 6 AGNES OF GOD 20563 Anne Bancroft 1985 PG -13

A. Schwarzenegger Adventureland's Best. Adventureland Video founders Martin Ehman, 7 7 11 COMMANDO CBS -Fox Video 1484 1985 R Rae Dawn Chong president, and Brent Smith, executive vice president, present the chain's best - Cannon Films Inc. overall -store award to co- winning franchisees W.C. Winkler of Charlottesville, 8 10 4 DEATH WISH 3 Charles Bronson 1985 R Home Video 800821 Va., and Zac Smallwood of MacClenny, Fla. From left are Ehman, Winkler, Island Alive Releasing William Hurt Smallwood, and Smith. 9 9 10 KISS OF THE SPIDER WOMAN 1985 R Charter Entertainment 90001 Raul Julia

Cannon Films Inc. 10 8 8 INVASION U.S.A. Chuck Norris 1985 R Home Video 800764 Embassy Films Associates CES 'MINI -WORKSHOPS' 11 11 5 A CHORUS LINE Michael Douglas 1985 PG -13 Embassy Home Entertainment 2183 (Continued from page 41) Lorimar Motion Pictures Richard Gere 12 15 2 POWER 1985 R Karl Lorimar Home Video 401 Julie Christie his company's "Take Twenty" pro- plause's Caplan. He described his motion, which reduced $79.95 titles to company's T-shirt promotion (buy Mark Hamill 13 12 16 RETURN OF THE JEDI CBS -Fox Video 1478 1983 PG Harrison Ford $24.95 for a 10 -week period, was a one, get 50 cents off standard $2.99 success. However, he noted, "Our daily rental), as well as its coupon ABC Motion Pictures Jack Nicholson 14 14 22 PRIZZI'S HONOR R Vestron 5106 Kathleen Turner 1985 market research showed that 70% of books, its monthly newsletter "Take the initial retail orders were for rent- One," and other tactics. Jessica Lange 15 16 8 SWEET DREAMS Thorn /EMI /HBO Video TVA3666 1985 PG -13 Ed Harris al libraries -it told us that small re- Stressing the informational aspect tailers not ready willing sell. RCA /Columbia Pictures Home Video 6- Glenn Close are or to of newsletters, Caplan asked, "How 16 NEWO.. JAGGED EDGE R 20591 Jeff Bridges 1985 Advertising and promotion are hit- can you expect to sell or rent non -A- a wall RCA /Columbia Pictures Home Video 6- Kevin Kline ting brick to some degree." titles if people don't know what you 17 13 15 SILVERADO 20567 Scott Glenn 1985 PG -13 "What seems to work best are pro- have ?" Crown International Pictures Deborah Foreman grams that create a sense of urgen- West Coast Video's Abt detailed 18 23 6 MY CHAUFFEUR 1985 R Vestron 5135 Sam J. Jones cy," concurred Doctorow. "The more cross -promotions with McDonald's Warner Bros. Inc. Sean Astin we have participating retailers sell- and Hires Root Beer, while Music 19 17 12 THE GOONIES 1985 PG Warner Home Video 11474 Josh Brolin ing and the more the business ma- Plus Video's Perliss suggested run- Universal City Studios Cher tures, the easier it is to move off tem- ning discounts on holidays and off- 20 22 22 MASK 1985 PG MCA Dist. Corp. 80173 Sam Elliott -13 porary pricing and have a consistent peak days. RCA /Columbia Pictures Home Video 6- Chris Sarandon flow of hit product." The subject of rental clubs was 21 18 11 FRIGHT NIGHT 20562 Roddy McDowell 1985 R Other impulse price points were brought up, with Abt observing that discussed, with Congress Video's Fry "even a $10 fee does engender a cer- 22 19 20 RAMBO: FIRST BLOOD PART II Thorn /EMI /HBO Video TVA3002 Sylvester 1985 R Stallone holding that $9.95 and $14.95 consti- tain amount of loyalty in the custom- Paramount Pictures Gary Busey tuted impulse points for special- inter- er." Most panelists agreed that ex- 23 21 10 SILVER BULLET R Paramount Home Video 1827 Everett McGill 1985 est video. "When you go into a sports ceptionally low rental prices, such as REMO WILLIAMS: THE ADVENTURE Fred Ward store to buy a baseball bat," he said, 99 cents per day, are self-defeating. 24 NEW O Thorn /EMI /HBO Video TVA3676 1985 PG -13 BEGINS Joel Grey "a $14.95 how -to hitting tape will be The importance of efficient cus- Bud Yorkin Productions Gene Hackman an impulse buy." tomer service was stressed, with 25 24 2 TWICE IN A LIFETIME 1985 R Vestron 5119 Ellen Burstyn Kartes Video's Kartes, however, Rosenblatt arguing in favor of in- Warner Bros. Inc. argued that a $9.95 price tag is asso- stalling computer systems in stores. 26 20 15 PEE -WEE'S BIG ADVENTURE Pee-Wee Herman 1985 PG Warner Home Video 11523 ciated in the public's mind with inferi- "If you've got people in your store New World Pictures or quality. waiting in line for 15 minutes, I'll 27 37 2 BLACK MOON RISING Tommy Lee Jones 1985 R New World Video 8503 Doctorow had the final word, say- open across the street from you," he Lori Cardille ing, "Price point is not the only moti- promised. "We designed and installed 28 39 3 DAY OF THE DEAD Media Home Entertainment M839 1985 NR Terry Alexander vating factor. The key to selling is a $1.5 million system in our chain in Mickey Rourke merchandising. Know your custom- November 1984, and it gets you in 29 26 12 YEAR OF THE DRAGON MGM /UA Home Video 800713 1985 R John Lone er, reach them, and interest them in and out fast." Slayride Inc. Lilyan Chauvin the product. a sell- 30 25 4 SILENT NIGHT, DEADLY NIGHT 1984 R Create through Countered Caplan: "We'll keep 'em USA Home Video 217 -919 Gilmer McCormack section; let people know the product waiting 30 minutes, and in the mean- Warner Bros. Inc. Kevin Costner is 31 28 7 AMERICAN FLYERS 1985 PG -13 there and present it in a pleasing time we'll give 'em popcorn, candy, Warner Home Video 11520 Rae Dawn Chong way. church services ... We made a mis- Samuel Goldwyn 32 27 8 ONCE BITTEN Lauren Hutton 1985 PG -13 "Whether it has a $9.95 or $29.95 take with computers before must Vestron 5115 -it price tag isn't so important; $89.95 is be the best or you shouldn't buy it." Meredith Salenger 33 29 4 THE JOURNEY OF NATTY GANN Walt Disney Home Video 400 PG also a sell -through price point if it's Rosenblatt said Video Library dou- John Cusack 1985 merchandised right." bled its rental total from 1984 to 1985 Paramount Pictures 36 33 BEVERLY HILLS COP Other methods of increasing sell - after the computer was installed. Abt 34 Paramount Eddie Murphy 1985 R Home Video 1134 through discussed included utilizing also sang the praises of computers, RCA /Columbia Pictures Home Video 6- Rob Lowe 35 30 20 ST. ELMO'S FIRE 1985 R displays that permit customers to saying West Coast Video's system al- 20559 Demi Moore hold the tape (or at least the empty lowed easier rotation of inventory in Atlantic Releasing Corp. 36 35 19 TEEN WOLF Michael J. Fox 1985 PG box) in their hands; talking to local addition to speedier customer trans- Paramount Home Video 2350 wholesalers to exchange promotion actions. NATIONAL LAMPOON'S EUROPEAN Warner Bros. Inc. Chevy Chase 37 34 15 1995 PG -13 ideas; and providing store employees The role of point-of- mate- VACATION Warner Home Video 11521 Beverly D'Angelo purchase with cash incentives for sales. rials in spurring rentals was also em- Embassy Films Associates Kate Nelligan 38 31 4 ELENI 1985 PG Video Library's Rosenblatt Embassy Home Entertainment 7609 John Malkovich opened phasized. CBS /Fox's Brown ex- the rental seminar by stating, "The pressed concern about the "40% to Meryl Streep 39 33 11 PLENTY Thorn /EMI /HBO Video TVA3394 1985 R Sting best way to maximize rentals is to 50% or stores who don't use the mate- have more copies of the hits. That's rials -and I don't know why, because Universal City Studios Anthony Michael Hall 40 32 18 WEIRD SCIENCE PG MCA Dist. Corp. 80200 Kelly LeBrock 1985 -13 what the customer comes in for. And two or three customers don't know you have to be able to convince them what they want when they come in. Recording Industry Assn. of America gold certification for theatrical films, sales of 75,000 units or suggested list price income of $3 million (30 000 or $1.2 what a good you We million for non-theatrical made -for-home video product; 25,000 or $1 million for music video product). RIAA platinum certification for theatrical films, sales of selection have, even encourage its use, so that titles 150,000 units or suggested list price income of $6 million (60,000 or $2.4 million for non -theatrical made- for-home video product; 50,000 units or a value of if the title's out." will become [imprinted] in customers' $2 million for music video product). Titles certified prior to Oct. 1, 1985 were certified under different criteria.) International Tape Disc Assn. certification for A discussion of promotional meth- minds." a minimum sale of 75,000 units or a dollar volume of $3 million at retail for theatrically released programs, or of at least 25,000 units or $1 million at suggested retail for non -theatrical titles. SF short-form. LF long -form. C concert. D documentary. ods followed, dominated by Ap-

BILLBOARD JUNE 28, 1986 43