RENTING IN SEATTLE: RATES ROSE, SURVEY SHOWS

RANDY WEDDINGTON

SEATTLE -- Supermarkets here have increased their video rental rates, according to a recent SN market survey.

This follows a long period of time when rental rates were stagnant despite the steadily rising cost of tapes, and is in keeping with a national trend set by the large video specialty stores.

In a 1995 SN study of Seattle retailers, new-release rentals had been as low as $1.99 in supermarkets. On visits to area stores earlier this fall, SN found that rates in supermarkets were 25% to 50% more than that, and some video specialty stores were charging almost double.

Quality Food Centers in nearby Shoreline and Edmonds were both at $2.49 for one-day new-release rentals. On catalog titles the Shoreline store posted a "3 movies/3 days/99 cents" special, while the Edmonds store offered the more typical "3 movies/3 days/$3."

Albertson's in Seattle and Edmonds matched QFC's new-release rate, as well as the same "3/3/$3" offer (excluding new releases and new arrivals). One-day catalog rentals were 99 cents. Albertson's also advertised a Monday bargain day with all tapes renting for 99 cents.

Safeway in Seattle, Lynnwood and Edmonds had one-day rentals of new releases for $2.99 and catalog titles for $1.49, though it had the "3/3/$3" catalog special as well. The stores discounted new releases on Mondays, with two tapes for two days going for $5, and on Wednesdays, with two tapes for one day going for $2.99.

Hollywood Video in Lynnwood rented new releases at $3.29 for one day on the newest titles and for five days on slightly older ones. "Titanic," with more than 400 rental copies in stock, was an exception to this policy, advertised as a guaranteed rental for five days. Catalog rentals were $1.99 for five days.

Videoland in Seattle followed Hollywood's new-release pricing, down to the same one-day and five-day distinction according to age. Catalog rentals, though, were at $1.50 for five days.

Video Update in Seattle offered new releases at $3.25 for one or two days depending on age and demand. Catalog rentals were 47 cents per day.

Crazy Mike's in Edmonds, located near a Safeway store, had new releases at $2.99 per day. Five-day catalog rentals were $1.99, with children's titles at $1.49. The store also had a "5 tapes/5 days/$5" special on catalog tapes, as well as a Tuesday bargain day with all titles renting for 88 cents.

Blockbuster Video further divided its new-release section, offering one-, two- or five-day rentals at varying rates In an Edmonds store these rates were $3.79, $3.52 and $3.25, while in Seattle they were $3.79 and $3.49, and $3.24 and $2.99.