"By 1990, movies were either rented or sold at much more reasonable prices directly to consumers (known as sell-through). Video rentals reached a plateau, but video sell-through sales continued to grow. By 1992, the value of video sell-through sales exceeded the domestic theatrical box office for the first time. Home video caused a significant downward shift in the box office; for instance, the domestic box office represented 80% of studio revenues in 1980, but by 1992 it decreased to no more than 25%."