Lincoln Way and 222 Lincoln Way. Two additional stores were built after the buy-out in Des Moines. Burton said the new ownership has been positive for the video stores. Under the new management, customers have more copies to choose from and a longer rental period on new releases. Also, new releases are now available for three days and two nights instead of the 24-hour rental period offered by Movies to Go.
Higher prices are another change introduced with the new name.
Catalog titles or old releases were 99 cents with a three-day rental period from Movies to Go. The price on new releases did not actually change, because the 25 cent automatic insurance charge placed on all movies at Movies to Go has been dropped, Burton said. The higher prices are competitive within the video rental market, Burton said, citing Block Buster as the main competitor. Burton said customers could go to grocery stores and other smaller video outlets and get old releases cheaper, but they would not have the selection offered by Moovies. Market surveys done by Moovies revealed that the number one draw for consumers is selection, followed by the convenience of the location and then service.