Fourth quarter 1998 promises to be a video record-breaker

Drug Store News, August 24, 1998 by Allene Symons

Paramount's huge Titanic replica at the Video Software Dealers Association show in Las Vegas last month was a symbol of video's fourth-quarter 1998 message--and it wasn't S.O.S.

Some industry observers think this could be a record-breaking season for sell-through video, thanks not only to "Titanic," but also to other sure hits on the way: "Lion King II: Simba's Pride;" probably "Godzilla" (only rumored to be a 1998 release so far); the re-release of "Lady and the Tramp, children's video, such as "Barney's Great Adventure;" and other titles.

Pat Kirsch, vice president of sales and service for Dart Distributing in Chaska, Minn., noted that the second half brings a unique opportunity for retailers, especially the chain drug channel with its many female shoppers. On Sept. 1, both "Titanic" and the first full-length Barney video go on sale at retail. "Having the same street date as 'Titanic,' the increased traffic will probably help 'Barney's Big Adventure.' I think retailers should capitalize on that," said Kirsch.

In this case, two releases at the same time could add up to extra sales. But, in recent years, too many simultaneous releases caused problems. A positive change this year is a better flow of sell-through releases, noted Bill Bryant, vice president of sales for grocery and drug for La Vergne, Tenn.-based distributor Ingram Entertainment.

"The studios are taking a look at other studios' street dates and are respecting those. In the past, more titles were released in October, and what we saw was a log jam. It's better for retailers now that studios are spreading their releases with a more even flow. Stores with space restrictions weren't able to carry as many titles in the past, and now they can manage them better," Bryant explained.

Besides the obvious major titles for drug chains--"Titanic" and "Lion King II: Simba's Pride" (which lands in stores Oct. 27)-Bryant also thinks "Small Soldiers," coming to stores Nov. 10 from Universal, "will be huge."

In addition, Bryant noted that re-released classics, including the "Rescuers" and "Lady and the Tramp," should do well in chain drug because they are household names. Bryant also cited "Lost in Space" - (coming from New Line Oct. 6) as another strong secondary title.

Other video releases rumored to be on the way this year include "Doctor Doolittle," "Space Jam II" and "X-Files." These could be good secondary titles for drug chains in the fourth quarter if they are released before the end of the year, as expected.

For the kiddie set, Bryant has his eye on Warner's "Here Comes the Teletubbies" and "Dance with the Teletubbies," which he thinks have big potential. He explained, "These will appeal to the same age group as the Barney watchers."

Among upcoming holiday titles, both Bryant and Kirsch cited the new "Rudolph the Red Nosed Reindeer" from Good Times, with Whoopi Goldberg among its celebrity voices. "We feel this could sell very well. There hasn't been a new Rudolph in a long time, the packaging is very good and there's a lot of star power in the voices," said Bryant. Similarly, Kirsch of Dart said, "The new Rudolph from Good Times will probably be a breath of fresh air for a Rudolph title."

Kirsch also noted another holiday title as a possible sleeper: "Veggie Tales Christmas," from Lyric Studios. He explained that the recent Veggie Tales video titles, which stress traditional values, have done fairly well at this distributor's retailers.

Bryant said he is also looking for pretty good sales of "Land Before Time VI" since the other five titles have performed well at retail. The series, for kids from preschool age up to age 10, seems to hold the attention of a wide age-range of children, noted Bryant.

When appealing titles are released closer to the end of the quarter in December, it's a chance for last-minute sales in the heat of holiday spending. "Last-minute Christmas cash seems to drive sales, so studios have started paying more attention to December," said Bryant.

Pre-recorded video could bring extra excitement to drug chains this fall-especially if teenage and preteen girls bring their baby-sitting money to their neighborhood drug chain avidly seeking their very own copy of "Titanic" with Leonardo DiCaprio.

Better yet, it looks like there's something for everyone this season. "'Titanic 'is really kicking things off. 'Lady and the Tramp' comes two weeks after that, and 'Godzilla' will fall in the quarter somewhere, too," said Kirsch of Dart. "I think this will be the biggest fourth quarter in the history of video."