VIDEO . . . WHAT’S NEW : Specialty Programming Is Finding Its Marketing Niche

When your video company has more obscure underground films and tony documentaries in its catalogue than Hollywood blockbusters, you may have to do something special to get attention. That’s just what Mystic Fire Video and Home Vision, two leading distributors of “specialty programming,” are doing.

Mystic Fire has just reduced the price on all of its unusual, exotic and arts-oriented tapes--including film versions of two James Joyce novels, collections of experimental films by Kenneth Anger and Maya Deren, and a tape on Tibetan medicine--to $29.95. At the same time, the growing Montauk, N.Y. company has made a free, 32-page, full-color catalogue available. Information: (800) 727-8433.

Chicago-based Home Vision, already a leading distributor of quality arts tapes and documentaries, will soon be launching a new label, Public Media Incorporated. PMI’s catalogue, which should be available in about a month, will offer 130 titles. Some of the more recognizable titles come from the BBC and PBS series: Robert MacNeil’s “The Story of English,” Hugh Johnson’s “Vintage: A History of Wine,” “Great Railway Journeys” and “Floyd on France.” Information: (800) 323-4222.

One of the things Mystic Fire and PMI have in common is the late Joseph Campbell, the great teacher of mythology who recently gained wider fame in PBS’ “The Power of Myth” series of interviews with Bill Moyers.

Mystic Fire somehow scooped up the video rights to the six volumes of “The Power of Myth” and they’ve become the biggest sellers in MF’s line--sales have passed the 100,000 mark. Meanwhile, PMI plans to offer an excellent hourlong documentary on Campbell, “The Hero’s Journey” (also seen on PBS), plus three volumes of Campbell lectures.

THIS WEEK’S MOVIES

“The Mephisto Waltz” (CBS/Fox, $59.98) didn’t get much attention when it was released in 1971 and not built much of a reputation since, but like the similarly underrated “Legend of Hell House” (1973), it’s one of the most understated occult films of the ‘70s. Alan Alda plays a music journalist who finds strange goings-on in the house of a dying concert pianist (Curt Jurgens). The film features some real mystery and suspense, a few laughably outlandish touches, one of Jacqueline Bisset’s more watchable early roles, lots of Liszt and a reasonable amount of not-too-graphic scary fun.

James Caan and Marsha Mason received critical praise (and Mason an Oscar nomination) for their roles as a sailor and a prostitute in the bittersweet love story “Cinderella Liberty” (CBS/Fox, $59.98). The sensitive, realistic drama was directed by Mark Rydell (“On Golden Pond”) and released in 1973.

The crisis of turning 40 gets predictable treatment in 1980’s “Middle Age Crazy” (CBS/Fox, $59.98), starring Bruce Dern and Ann-Margret.

“All’s Fair” (Media, $79.95, PG-13) is a battle-of-the-sexes comedy released early this year. The cast includes George Segal and Sally Kellerman.

OTHER NEW VIDEOS

The late Andy Kaufman was a love-him-or-hate-him comedian when not toning down his strange persona(s) for “Taxi.” Often his shaggy-dog stand-up shtick seemed more intent on mocking the audience than entertaining it. Many of his more devoted fans found that funniest of all. Media has released a 1979 network show that will give you a pretty good idea of what he was up to--though it doesn’t show Kaufman at his most outrageous--including his intense Elvis impersonation. “The Andy Kaufman Special” ($29.95) also features guests Cindy Williams and (in one of the hour’s more excruciating encounters) Howdy Doody.

Thirty-seven veterans of baseball plus comedian/baseball fan Billy Crystal are interviewed in “Grand Slam!” (VidAmerica, $29.98), a 98-minute tribute to the game hosted by Dick Schaap and seen on television earlier this year.

John Cleese narrates “Quark the Dragon Slayer,” an animated version of the European comic strip about a baby giant (!) who not only slays dragons but causes general havoc. “Samson and Sally: The Song of the Whales” is a multi-prize-winning animated film that teaches children about conservation. Both 70-minute films are Danish productions available from Just for Kids for $39.95 each.