Video Concepts, Inc. (VCI) markets independently produced films on DVDs through a variety of video retail outlets. VCI is deciding whether they should obtain the rights to a film titled Burnt Orange Forever. VCI estimated the total market for the film will be 100,000 units. Other data available: Distribution rights for the film: $100,000.00 DVD Label design: $5,000.00 DVD Package design: $10,000.00 Advertising: $35,000.00 Reproduction of copies: $4,000.00 per 1,000 units Manufacture of packaging: $750.00 per 1,000 units Royalties: $500.00 per 1,000 units DVD Shipping Costs: $1 per unit VCI's suggested retail price for the film is $20/unit and the retailer's margin is 50%. (There are no other channel intermediaries such as wholesalers to consider.)

1. What is VCI's $ contribution margin per DVD unit sold?

2. What is VCI's % contribution margin per unit sold?

3. How many units will VCI have to sell to break even?

4. If VCI sells 100K units, what will their $ profit be?

5. VCI is considering a shift to digital distribution, replacing DVD production with digital downloads. Calculate the breakeven units (downloads) required given the following data: Lower retail price of $15.00 Digital distribution retailers (iTunes, Amazon) will require a 25% margin VCI will sill need to pay distribution rights for the film, as well as royalites for each download. VCI will still need to design a digital "poster" for the film, costing $5,000. VCI will not need to produce DVDs, design/manufacture packaging, or ship DVDs As there will not be brick-and-mortar retail outlets, a higher level of advertising will be necessary: $50,000.00