Which retail innovation in the film industry first allowed studios to earn significant revenue from consumers after a movie's theatrical run ended?

In the film industry, successful marketing and distribution strategies are critical to a movie's commercial success. Major studios have evolved their product promotion tactics significantly over the years, creating innovative retail experiences and promotional campaigns to drive box office revenue. This trivia question explores a major innovation in how movies were marketed and sold to consumers, changing viewer behavior and creating new revenue streams.

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Home video sales (VHS tapes)
Movie-themed merchandise licensing (toys, clothing)
Limited edition collector's DVDs with bonus features
Digital streaming platform exclusivity deals