Maybe that is what rentals at Blockbuster cost at the end of their run (or before they were super popular). I used to go to a wonderful local movie store for $0.99 - $1.99 rentals because blockbuster was $3.99+ a rental. Granted, that was for 5 days, but Blockbuster was definitely pricey in it's prime. Disclaimer: pricing is just based on one suburban area in the United States.