LINCOLN, Neb. -- B&R Stores here recently promoted the video release of "The Lord of the Rings: The Fellowship of the Ring" with magical fanfare in one of its Russ's Market units, also here. The in-store event included a costume contest, a trivia contest, bingo games and celebratory snacks from the bakery department. The film's release garnered much attention from the retailer because "it did big box-office numbers and we were up against big competition in selling [the release]," said ...
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