Buyers Lower Standards If Price Is Right

Sacrifice quality for a cheaper price?

The public will do it every time, argues Jerry Pettus Jr., president of Charlotte, N.C.-based United American Video, a leading national supplier of videos priced under $10.

UAV’s videos--consisting of vintage movies, old TV shows and cartoons--are duplicated in the EP (extended play) mode. Compared to the norm, SP (standard play), EP tapes offer lower audiovisual quality. But EP videos require less tape to make, so they can be marketed much cheaper. SP tapes generally are priced in the $14-$20 range.

“The consumer doesn’t mind the slight degradation in quality to get better price,” Pettus said. “They get a tape that’s very watchable. It’s worth it to them to pay $6 to $10 for it.”

Pettus argues that many consumers can’t tell the difference between EP and SP tapes anyway--especially on older, smaller, inexpensive TV sets, where the audiovisual fuzz seems natural. “Whatever problems you find on EP tapes are much more apparent and magnified on big, fancy TV screens with high resolution,” Pettus said.

In addition, there is an expectation of lower quality anyway with many of UAV’s titles, which include obscure John Wayne Westerns such as “Blue Steel,” “Randy Rides Alone” and “The Star Packer,” episodes from the “Underdog” TV series and such cliffhanger serials as “The Original Buck Rogers,” “The Original Flash Gordon” and “The Original Rocketman: Commando Cody.”

Don’t expect to find these titles in your local video store. UAV and other suppliers of EP videos deal mainly with discount stores, which offer low-priced videos as impulse buys. Ralph’s supermarket just announced a promotion offering the Billy Crystal movie “City Slickers” and three old John Wayne titles for $6--all in the EP mode.

What’s New

“Unforgiven” (Warner, $100). With the genre given up for dead after the early ‘70s, it seemed as if there would never be another great Western. But this best picture Oscar winner, directed by star Clint Eastwood, belongs with the likes of “Shane” and “High Noon.” Eastwood plays a bounty hunter hired to find the man who slashed a prostitute. First-rate performances by Morgan Freeman as the hero’s partner and Gene Hackman, who earned a supporting actor Oscar for his portrayal of the wicked sheriff.

“The Crying Game” (LIVE, $95). By now most movie fans know the famed twist of this movie, arguably last year’s finest. But knowing the secret doesn’t spoil this uniquely plotted, surprise-filled tale about the relationship--crossing all sorts of boundaries--between a reluctant IRA terrorist (Stephen Rea) and a British soldier’s ex-lover (Jaye Davidson). Not for those with conservative tastes.

“Peter’s Friends” (HBO, $93). A “Big Chill” clone vastly inferior to the original, this contrived comedy-drama is a rare miss by director-star Kenneth Branagh. A reunion of college friends at an English estate around New Year’s Eve is supposed to produce dramatic sparks and interesting character upheavals, but it doesn’t.

“The Lost Language of the Cranes” (CBS-Fox, $90). Provocative, excellently acted BBC drama about a family confronting homosexuality. A mother (Eileen Atkins) copes with a double jolt: Both her husband and her son admit to being gay.

“The Three Faces of Eve” (FoxVideo, 1957, $20). An acting clinic by Joanne Woodward, who won an Oscar for her performance as a Georgia housewife being treated by a psychiatrist (Lee J. Cobb) for a multiple-personality disorder. Despite Woodward’s portrayal, a very tame, modestly entertaining melodrama by today’s standards.

“The Clowns” (Hen’s Tooth, 1971, $40). This subtitled, made-for-TV documentary by the great Italian director Federico Fellini is an affectionate look at clowns. It has some stunning moments, but lacks the depth and scope of his best films. Duplicated from a mediocre print.

“Trader Tom of the China Seas” (Republic, 1954, $30). On an island rocked by a revolution, enemy agents smuggle munitions to the bad guys--but are consistently foiled by a trader (Harry Lauter) and his girlfriend (Aline Towne). Lots of action in this 12-chapter cliffhanger, but no spectacular sequences. Neither the hero nor the villains have much flair. Below average for the genre but print is excellent quality.

Upcoming on Video

Also: “The Bodyguard,” “Lorenzo’s Oil” and “Teenage Mutant Ninja Turtles III” (Wednesday); “Malcolm X,” “1492: Conquest of Paradise,” “Passion Fish,” “Amos and Andrew” and “Love Field” (July 21); “Home Alone 2” (July 27); “Scent of a Woman” and “Nowhere to Run” (July 28); “Sommersby,” “Sniper,” “Untamed Heart,” “Bad Lieutenant” and “Swing Kids” (Aug. 4); “Benny & Joon,” “Falling Down” and “The Vanishing” (Aug. 11); “Chaplin,” “Mad Dog and Glory” and “The Crush” (Aug. 18); “Groundhog Day” and “Boiling Point” (Aug. 25); “Aladdin” (Oct. 1).