European Stars and Stripes (Newspaper) - January 06, 1991, Darmstadt, Hesse Video fever still running High Over Here Deewee Arrington poke staff writer renting six videos is a typical saturday night ritual for Sec. James Stephens. He a not All that unusual among military Consumers overseas who s find that going to the movies for entertainment is either too expensive on the Economy or too noisy at base Heaters. Most americans assigned overseas done to have Cable or satellite equipment. Few want to spend prime time watching to broadcast in a . A and according to Stephens a unless you re a sports fanatic there a absolutely nothing to watch on an on weekends.�?�. _ video rentals in the United states have been on the slide for roughly the last four years possibly because the Novelty has worn off. . Nielsen Media research found that the number of monthly rentals had dropped to 2.07 rentals a month per household by the end of 1989 from the Industry speak of 3.26 rentals a month per household in late 1986. The slip Hasni to been As noticeable overseas for rental operations that Cater to americans. Video rentals Are still Strong Here where . Military Consumers see their entertainment options As limited and too pricey. A we replace the variety that people have in the states a said Bernd Puschmann of . I 1 itary video a video rental Chain with 45 stores in Germany seven in Italy and two in Spain. A a lot of people done to dare to leave the Barracks. They want to live the american life. What can you do in. The Barracks a Puschmann says. At video outlets in army and air Force Exchange service operations in Europe for instance video rental revenues increased from $3.1 million in june 1989 to $3.9 million in june 1990, or by More than 25 percent. Puschmann would not release figures but he said that . Military videos business Slid a a slightly from 1989 to 1990 because of fluctuations at several stores. Its busiest locations include Germany a most populous military communities a. Branch Between Ramstein a and Kaiserslautern Frankfurt Stuttgart Mannheim Giessen Furth As Well As Pitburg a individual customers might spend $200 to $250 a month on videos a Puschmann says. A there Are . Contributing to the slowdown outside the installation Walls is the proliferation of video operations. In Furth for example five new video stores that targeted the american population joined eight existing operations last year in an already overcrowded Market. And the video Market is particularly vulnerable this year to changes in the . Military population. Observers expect Many one shop operations to go out of business As draw Downs and deployments to operation desert shield reduce the number of available customers. Also faced with overcrowded markets for limited patronage some stateside video rental businesses lure video philos with such extras As Home _ bake pizzas to boost rentals. Video offers Home delivery in some locations in Germany. In More Remote overseas locations such As Izmir Turkey. Americans torm video cooperatives to expand of viewing fare. A �. A a a �. �. For Consumers like spec. Rose aids who is assigned to Lan Stuhl. A store s location and its hours Are important. Quot we average about five videos on a weekend Quot says Edwards whose choices include cartoons and a family Type stuff for her child. A stores run by cafes and v1com, an a a fes contractor concentrate on providing the most popular videos in such categories As Acton Advent Turc comedy drama aerobics musicals general family and children a. Each store submits a profile of its installation population and us video selection then what we do is place them outlets where customers can do several things at one time kill a shopping trip real easily a an cafes official says. A for the majority of customers renting a videos an impulse.�?�. Puschmann a stores emphasize Vanett past Anil present among its 18,000 films that titles. Quot adult movies Arentt As popular As people might think. It is an option for people and some it times its a door opener for us Quot Puschmann says. A then t hey Sec what Csc we have and forget about these movies.�?�. Greater slowdowns in the business May hinder an operations ability to invest video variety. An old Gary Grant classic for instance May Only rent once a month and take longer to pay Back its Purchase Price. The latest Arnold Schwarzenegger shoot Mem up on the other hand will Likely earn its keep in a fraction of the time. Rotating the lesser known Stoik among stores is one Waysome operations offer the variety and keep costs manageable. And at least in the slates Many experts Sec variety As the key to successfully wooing and video client. One video Chain manager told the new York times a people Arentt fed up yet but they be seen what the arc is to see in the local stores and they want
