During the 1980s, video distributors gradually realized that many consumers did want to build their own video libraries, and not just rent, if the price was right. Rather than sell a few thousand units at a wholesale price of $70 into the rental channel, video distributors could sell hundreds of thousands of units at a wholesale price of $15-20 into the retail "sell-through" channel. By "slashing prices and making up in volume what it loses in margin", The New York Times reported in 1983, Paramount Pictures had two of the top three best-selling videotapes and six of the top 20 rentals.
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