RENTAL COPY DEPTH GIVEN GREATER ROLE BY COLUMBIA

DAN ALAIMO

CULVER CITY, Calif. -- In a move to get more copies of movies into rental locations, Columbia TriStar Home Video here has launched a new program providing free copies of selected titles to retailers who meet certain purchase requirements.

"This is an opportunity for supermarkets to increase their depth of copy and better satisfy the consumer," said Paul Culberg, executive vice president. By embracing both well-known hits and lower-profile titles, the program addresses both depth and breadth of copy, he added.

Seven titles will be part of the program initially: "Texas Chainsaw Massacre: The Next Generation" and "The Myth of Fingerprints," streeting March 3; "In the Company of Men" and "The Assignment," streeting March 17; "I Know What You Did Last Summer," March 24; "U Turn," March 31; and "Seven Years in Tibet," April 7. All orders for the program are due Feb. 17.

Distributors and Columbia TriStar set a minimum number of units required for purchase of at least six of the seven titles. These goals are based on retailers' purchases of "The Fifth Element" and "Anaconda."

When the quotas are met, retailers receive additional units equal to 20% of their order. These credits must be applied to a minimum of three of the eligible titles. Extended pay-per-view windows and post-street-date advertising also will be part of the program.