National Video Rentals : Hot ‘Aladdin’ Rentals May Aid Sales

Many retailers are reporting that “Aladdin,” which soared from No. 7 to No. 3, is by far their hottest rental. Don’t be surprised if in the next week or two it buries “Groundhog Day,” which has had a long run on top. Some retailers speculate that “Aladdin” rentals are ultimately leading to purchases. The pattern is that parents rent it for their kids, who insist on repeated viewings. When the rental fees start to add up and the kids still want to keep seeing the tape, parents take the frugal way out and simply buy it. Also on the kid-vid front, although it’s only No. 30, “Once Upon a Forest” is the other big rental. “Fire in the Sky,” the alien-abduction movie that should do well on Halloween weekend, is doing glowing business already, jumping from No. 14 to No. 9.

* Just how much does Danny DeVito’s name mean in the rental market? Will people rent one of his movies despite bad word-of-mouth? The sentimental family film “Jack the Bear,” which stars DeVito, will be a good test. He’s the only real asset in a movie that got some bad reviews and couldn’t lure audiences to theaters--hence the anemic $4.7-million gross. Its rental premiere wasn’t spectacular either--No. 23. Whether it rises or falls next week will be a good indicator of its ultimate chart fate.

Rank Weeks Last on the Week Chart 1.”Groundhog Day” 1 7 2.”Point of No Return” 2 7 3.”Aladdin” 7 2 4 .”Falling Down” 3 9 5.”Alive” 4 6 6.”National Lampoon’s Loaded Weapon 1” 6 4 7.”Scent of a Woman” 5 11 8.”Chaplin” 8 5 9.”Fire in the Sky” 12 4 10.”Sommersby” 9 10 *”Jack the Bear” -- 1

Source: Billboard Publications Inc.