This is madness...

From IMDB:

Video Stores Buying From Wal-Mart Instead of Distributors

Video rental outlets are discovering that they can purchase new movies from mass merchants like Wal-Mart, Costco, and Best Buy at a lower cost than what distributors charge, Video Store magazine reported today (Monday). It quoted one "rentailer" as saying that he could cut his budget by 27 percent simply by buying from Wal-Mart and other discount chains. The trade publication disclosed that a survey that it coordinated showed that more than 41 percent of rental outfits are purchasing from mass merchants.