New DVD rentals almost always create a buzz with movie enthusiasts. Fan groups start countdowns to release dates, DVD rental stores initiate pre-order lists, and the movie studios enjoy what will ultimately become a fantastic money-making venture.

Although actors and directors would like to have people believe that the excitement associated with a new DVD release is solely due to their involvement in a particular film, often times the enthusiasm surrounding a new DVD release has more to do with strong marketing than creative influence.

The marketing behind new DVD sales and DVD rentals has to be very calculated in order for the release to achieve financial success. Like most business endeavors, success with marketing new DVDs or DVD rentals has to do with generating interest. However, creating demand for new DVDs can be tricky because most people interested in a particular movie already paid to view it in theatres. For this reason, movie studios intentionally institute a waiting period between the time a particular movie leaves theatres and its release date as a new DVD or DVD rental. During this waiting period, movie studios are flooding websites, blogs, television shows and other media outlets with aggressive advertising campaigns designed to create awareness and anticipation for the upcoming release of a particular DVD.

Although this marketing tactic is clever, it is not exactly new. This type of marketing follows a pure supply and demand business concept. It is simply a waiting game for generating interesting and hopefully making a profit upon the release date of a new DVD or DVD rental.