Blockbuster storms Taiwan

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TAIPEI -- U.S. video chain Blockbuster, which entered Taiwan just six months ago, is claiming to have taken the local video market by storm through a combination of no membership fees or pre- payments and high stock levels of the most popular films.

The company has opened 17 rental stores to date. But, according to Marketing Director Lance Chao, the real push is yet to begin, with the company aiming for a minimum of 300 stores across the island.

Advertising is being handled by Bates advertising, with a 1997 budget of around $400,000. Chao said that bus panels have been the primary advertising method used so far.

Copyright October 1997, Crain Communications Inc.

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