Blockbuster Inc.'s parent company, Viacom Inc., owns mount Pictures. This makes it possible for the company to buy movies for a much lower price than indies can, according to Elgaen. Elgaen suspects Hollywood Video has a deal similar to Blockbuster. Most profits, as a result, come from older movies. Still, even with the numbers against him, Elgaen said he could have stayed in business if his lease had been renewed.
Local indies emphasize relationships with customers, special deals, and even pornography to compete.
Until it was forced out, Super Star Video had relied on extremely loyal customers whom the Elgaens treated as friends. Manager Dixie Arnold spoke of one customer whose father was dying. The man wanted to be there when his father breathed his last but the small town where his father lived didn't have a video store. Mary Kadlec, who bought Video City in April, also emphasized customer service. But Kadlec also pointed out the numerous bargains and services Video City offers.