Patent ID: 7996265

Claim:
A method performed on a computer for fulfilling a media request, comprising: allocating a first portion of inventory for on-line fulfillment to a particular inventory location; allocating a second portion of inventory for in-store fulfillment to the particular inventory location; determining in-store rental activity of the second portion of inventory, wherein determining in-store rental activity comprises: determining a protected in-store rental activity of the second portion of inventory based on past in-store rental activity; determining an actual in-store rental activity of the second portion of inventory; and comparing the protected in-store rental activity and the actual in-store rental activity to determine whether to reallocate the first and second portions of inventory; reallocating the first and second portions of inventory in accordance with the determined in-store rental activity; receiving, at a computer, a media request associated with a subscriber account; and selecting, by the computer, one of a plurality of inventory locations to fulfill the media request, wherein at least one of the inventory locations accommodates in-store media rental requests.