Suppliers are finding they get more mileage out of their major video cross promotions by targeting specific chains for building cross-merchandised displays. "By identifying some of the more progressive, more impactful chains, you can create promotions that are more store-specific with the cross-promotional partner," said Andrew Kairey, executive vice president at Universal Studios Home Video, Universal City, Calif. "By taking more of a sniper approach, and not trying to get compliance at ...
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