![]() ![]() It wasn't long before Blockbuster realized that people didn't like returning movies quickly, so it increased late fees so much that analysts estimated that 70 percent of Blockbuster's profits were from these fees. It therefore needed to get the customer to watch the movie quickly, and then return it quickly, so that the clerk could rent the same DVD to different customers again and again. ![]() But, obviously, it didn't make money from movies sitting on the shelves it was only when a customer rented a movie that Blockbuster made anything. Blockbuster had made huge investments in its inventory for all its stores. It had stores all over the country, a significant size advantage, and what appeared to be a stranglehold on the market. ![]() In the late 1990s, Blockbuster dominated the movie rental industry in the United States. ![]()
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