Video stores do not make money from late fees. In fact, late fees deter customers from renting. Video stores charge late fees as a way to recover lost revenue from not being able to rent past due items to other customers.
Imagine that Blockbuster has 100 copies of The Incredibles on DVD. Each day, 100 different people should be able to rent a copy of The Incredibles. But if you keep your copy a day late, only 99 people will be able to rent a copy of The Incredibles that day. Now, consider how many other people keep their copy out past due.
If items are not returned on time, other customers cannot rent them. This means that not only does Blockbuster lose money by not being able to rent these items to someone else, but it also means that Blockbuster loses money because the customer who wants the unavailable item will take his business elsewhere.
There has to be a penalty for not returning items on time, otherwise, why return them at all? Moreover, why should you get to keep an item out for an additional night that you did not pay for?
The Blockbuster "End of Late Fees" promotion is false advertising. The customer is told a return date but the actual return date is seven days later. If the item is not returned at that time, the customer is charged a "restocking fee"; A rose by any other name is still a rose, folks. If the item is not returned after 30 days, it is sold to the customer's credit card at retail price. Keep in mind, retail price is the cost Blockbuster has to pay to purchase that item from the distributor, not the price one would pay at Wal-Mart. The afforementioned copy of The Incredibles is about $75.00 to purchase from VPD.