The film studios originally did not want home video to emerge, and they went so far as to take court action in an effort to prevent this. The situation was problematic to both the film studios and to Sony, the inventors of the VCR. On one hand, the film studios were concerned about the loss of revenue they would experience as a result of their films being freely available in the home. On the other hand, Sony and their supporters saw the video cassette recorder as an opportunity to extend the period over which film studios earned revenue from their product. So, partly in order to keep both camps happy, the business model of rental windows was conceived. The rental outlets would buy copies of a film on VHS (or possibly Betamax at the time) at a hundred dollars a piece, and rent them to the public at a fee of several dollars a night. The fact that video cassettes by nature are not a long-lasting product, chiefly because they degrade in quality with each subsequent viewing, helped business in this regard because only the most dedicated collectors would want to spend twenty or thirty dollars to buy a film in this format.
This is just one major reason why Australian collectors would prefer to pay fifty-odd dollars, in spite of the currency problems, to own a film now rather than in six months time. It is also a lot easier to buy films from overseas outlets via the Internet than it is to buy them from the local retailer, as buying over the Internet does not even require the effort of leaving your home. With the current bitterness over being made to wait six months for a sell-through version of Fight Club, only to find three commentaries and one deleted scene missing, and not for the oft-quoted reasons of PAL disc space, either, rental windows ring like a prophecy of doom to the collector. Not only have we been asked to wait six months to buy a title that generates untold levels of curiosity and controversy, but the version we were given the option of buying contains an incomplete set of extras. Under these circumstances, it is hard to trust that the local distributor will do the right thing by the consumers in six months time for future rental window releases.
The use of rental windows in this age of the Internet and digital video does not benefit the consumer at all, and it does not help the distributors at all to impose it. Since the rental window will not reduce the price of the eventual sell-through product at all, consumers can rightly see no benefit in waiting for six months to buy the film if they would rather own it now. Since distributor practises are also currently forcing the relatively draconian and absurd laws of the BBFC upon a country where classification is emphasized in preference to arbitrary censorship, it is little wonder that Region 1 DVDs turn up in the hands of the Australian consumer with increasing frequency. In an ideal world, the consumer would rent or purchase a film on DVD directly from the film studio that was responsible for putting it together. This would allow the consumer to view or own the film in question, and ensure that all of the profits rightfully go to the studio.
Chopper is an excellent example of what happens when this theory is not put into practise. The film was made with Australian funding, entirely with Australian actors in Australian locations, and it was released theatrically in this country first. Australian consumers have every right to expect to be able to buy the film on DVD before the rest of the world, and every right to be angry when they are denied the opportunity. This film has already been made available for addition to the film buff's collections in England, and it will in all probability be made so in America before it is finally made available for sale in Australia. It seems Australians can't even get a fair bite of the sales schedule with a film that was made on their lands.
With those features in mind, there is little to make a consumer see any advantage in waiting for six months in order to own the local version of a DVD. The factor of medium-degradation, previously a strong incentive not to go to the additional expense of importing, is not there. In the specific case of Chopper, the only thing to worry about when importing the PAL-compatible disc from the UK is the BBFC's notorious inability to acknowledge that adults watch films. The only thing that rental windows can accomplish is encouraging Australians to spend their dwindling funds in other countries, thus depriving local distributors of revenue and further jeopardizing the viability of the local market.
One thing you have to think about when questioning whether rental windows are a good or bad thing is that the rental outlets are putting huge amounts of pressure upon distributors to release more products with rental windows. The only people who lose out from the non-usage of rental windows are rental outlets, and their thuggish behaviour towards distributors and the format in general reflects this.
Rental outlets are just going to have to get used to the fact that they are a part of the outdated business model used in the past, and stop being a thorn in the side of both the format and the consumer.
© Dean McIntosh (my
bio
sucks... read it anyway)
March 29, 2001