Blockbuster Misread Japan's Video Market

In 1991, American video rental company Blockbuster entered Japan through a joint venture and expanded to 32 stores by 1996. However, its "wholesome home entertainment" policy excluded extreme horror films and adult entertainment, which accounted for 35 percent of the Japanese video market. The limited selection left Blockbuster at a disadvantage against local competitors, and the company surrendered its remaining shares and exited Japan in 1999.

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