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AFI Program Boosted Rentals

14 Aug, 2002 By: Hive News

Video rentals of the 100 romantic films featured in the American Film Institute's “AFI's 100 Years … 100 Passions,” broadcast on CBS on June 11 increased 42 percent the week following the telecast, the Video Software Dealers Association (VSDA) reported today.

“AFI's 100 Years … 100 Passions,” honored 100 of the most romantic love stories ever told on film, continuing the celebration of AFI's salute to America's most-beloved movies.

In the week immediately following the telecast, the aggregate number of turns (rental transactions) for the100 titles increased 42 percent over the week prior to the telecast. The highest-ranked films showed an even greater increase, according to VidTrac.

The aggregate rental turns for the top ten titles on the AFI list increased 94 percent.

And Casablanca, the number one passionate film according to the AFI, saw its turns increase 262 percent in the week immediately following the telecast. But the impact of the “AFI's 100 Years … 100 Passions” was not limited to the top-ranked films.

The most impressive rental increase was generated by the film ranked number 78 by the AFI, Coming Home, with turns increasing 522 percent. Other movies showing the most impressive rental increases the week following the telecast were classic films that are more than 40 years old, with most being from the 1930s and ‘40s.

In addition to Casablanca and Coming Home, the titles that had increases in turns in excess of 200 percent in the week following the telecast were: Ninotchka (AFI #40, increased 406 percent); Random Harvest (#36, increased 385 percent); Morocco (#83, increased 365 percent); Now, Voyager (#23, increased 330 percent); Camille (#33, increased 283 percent); Woman of the Year (#74, increased 244 percent); Splendor In The Grass (#47, increased 222 percent); and The Ghost and Mrs. Muir (#73, increased 206 percent).

“These classic films span 100 years, yet their appeal is timeless,” said VSDA president Bo Andersen. “Programs such as AFI's remind people about the richness of movies, allowing consumers to view old favorites again and bringing new generations to these wonderful movies. The video store remains the single place where consumers can find these classics and enjoy them whenever they want. Video retailers take great pride in being able to offer these award-winning titles to movie-lovers everywhere.”

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