Vid Group Seeks Shop

The Video Software Dealers Association, a trade organization in the home entertainment industry, is contacting agencies about a possible $20 million advertising effort, sources said.
The Los Angeles-based group has reportedly narrowed its list to four contenders, having initially contacted shops in the Southwest, Midwest and East, according to sources.
Cathy Scott, vice president of marketing and communications for VSDA, said she was unaware of any search.
But Liz Greene, a representative of the association’s largest member, Blockbuster Video, said Jim Nitarnicola, chief marketing officer of Blockbuster Entertainment, had contacted “several” agencies about the VSDA’s upcoming marketing plans. Nitarnicola serves on the group’s marketing committee. Greene said discussions were still in the early stages. Nitarnicola could not be reached for comment.
One source speculated that the association, which represents the $16 billion home entertainment industry, may be looking to create a campaign promoting video rentals in the face of increased competition from pay-per-view and satellite technology.
Agencies were expected to be briefed later this month by the association.
The VSDA had begun a search on a similar project nearly two years ago but dropped it early on, sources said. Established in 1981, the VSDA represents more than 3,400 companies in the home entertainment field. Members include independent and national chain video rental companies, video game and multimedia producers, motion picture studios and other related businesses.