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Many motion pictures that do not perform well in movie theaters depend on the rental market for success, and some movies are released direct to Blu-ray Disc and DVD. Until 1998, movies were released in three phases: theater, rental, retail. There would typically be a two- to three-month delay between the time a movie was available for rental, and when the movie could be purchased by the consumer. This started changing with the advent of movie releases on DVD. Blockbuster video refused to use the VHS strategy for DVD, so the studios began releasing DVDs at an initially lower price. During 1998, retailers would have the DVD version of a film available for sale the same day the VHS version was available for rent.

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