WILSONVILLE, Ore. -- Hollywood Video here is looking favorably upon its chainwide program of renting selected children's titles for free and said its stores will keep adding titles.
"The free children's program is a success, and we're continuing to expand it," said Sean Mahoney, senior director of public affairs for the retailer. The "Kids Free" program was launched this summer at all 1,800 Hollywood units. "We've been praised in the video trades for the program," Mahoney said, "and we've heard that some other retailers have started doing it as well."
Depending upon the size of the store, each unit will have approximately 100 to 200 children's titles available as free rentals. In some locations, as much as 25% to 33% of children's titles are now being offered free, according to Mahoney.
Featured titles include "The Mighty Ducks," "The Land Before Time," "Air Bud" and "Mary Poppins."
"Families are such a big part of our business that we wanted to make the family movie experience easier," he said, noting that there are no strings attached to walking out with a free kidvid movie. The rental lasts for five nights, and customers can rent just one at a time. While Mahoney declined to discuss Hollywood Video's strategy, he did say the chain wanted to position itself as a "family entertainment destination."
Will this be a threat to supermarkets?
"It's obviously a tactic to get parents in the store," said Bob Gettner, video buyer/coordinator at B&R Stores, Lincoln, Neb. "We have three or four Hollywood Videos right here in our city, so it's possible it could impact our children's video eventually."
Linda Mata-Varona, video manager at Country Mart in Hollister, Mo., said the program isn't a threat to her business at all.
First, there isn't a Hollywood Video close by, and second, "renting your videos at Country Mart means you don't have to stop at another place," she said.
