Audio Video News

Blockbuster, the world's largest video rental chain, will label video games and movies with terrorist themes, company executives announced September 26.

The intention is to protect customers who may have been traumatized by the September 11 terrorist attacks that damaged the Pentagon and destroyed the World Trade Center. The labels will state: "In light of the events of September 11, 2001, please note that this product contains scenes that may be considered disturbing to some viewers."

Swordfish, the recent John Travolta action flick, will get the first label when it is released on October 30, said Blockbuster spokeswoman Karen Raskopf. The warnings will be placed on all such new material in Blockbuster's approximately 5000 US stores, and will remain through the end of the year. The company will not pull titles off the shelves, but wants to be sensitive to customers' feelings, explained chairman John Antioco. Taking titles out of circulation would play "right into the hands of the people who would like to curtail our freedoms in this country," Antioco stated.

Raskopf said movies about terrorism have been very popular in the aftermath of the attacks; a possible explanation may be that they typically depict American heroes triumphing over the conspirators. Romances and comedies have also been popular in the rental market because they offer relief from the stress of gloomy news.

Blockbuster was one of many companies to make major contributions to relief efforts after the incidents of September 11. On September 14, the video rental giant announced a $1 million commitment to the September 11 Fund, established by the United Way and the New York Community Trust to help the victims of the terrorist attacks in New York and Washington. Blockbuster stores have served as collection centers for the fund since September 18, and the company has launched an internal fundraising effort that will reach approximately 55,000 employees. "Our hearts go out to the victims, their loved ones, and everyone involved in rescue efforts," Antioco stated. "We realize there are many people searching for ways they can help out in this effort and that is why we are making our US Blockbuster stores collection points for donations to the September 11 Fund."