The Home Market refers to revenue derived from people viewing movies at home. It is broken down into three sections: rentals, sales and TV rights. Combined these bring in more than double the domestic box office and can turn a film that was a mid-level hit to a monster hit, or lift a film that struggled at the box office to one that shows a considerable profit. And to think, just a couple of decades ago studios were suing VCR manufacturers and Video Rental stores claiming they would kill the industry! Of course now DVD is king, representing more than 80% of rentals and nearly all of the sales.