With the growth of sell-through, retailers have an increasingly difficult time getting customers to comprehend the true cost of lost rental tapes, said retailers participating in SN's video roundtable. "The public has been duped because of the proliferation of sell-through titles," said Tom Carton, president and chief executive officer of Buckeye Entertainment Corp., Dublin, Ohio. "People really don't understand the difference between rental and sell-through, and you can't explain it to ...

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