changed its name to 20th Century-Fox Video, Inc., though it continued to be headquartered in Farmington Hills, Michigan. However, Blay was forced out at the time, with Telecommunications division president and CEO Steve Roberts taking charge of TCF Video. During this time, 20th Century Fox Video released a few titles for rental only, including Dr. No, A Fistful of Dollars, Rocky, Taps, For Your Eyes Only, Omen III: The Final Conflict, Chu Chu and the Philly Flash, La Cage aux Folles II, and Star Wars. While sale tapes were in big boxes that were later used by CBS/Fox in its early years, Video Rental Library tapes were packaged in black clamshell cases. Similar approaches were taken by other companies. CBS/Fox Video In 1982, 20th Century Fox entered into a joint venture with CBS to form "CBS/Fox Video", also launching two sub-labels; "Key Video" (later reactivated as "Key DVD" by 20th Century Fox Home Entertainment), and "Playhouse Video", which both became inactive in 1991. CBS/Fox Video was renamed "Fox Video" the same year, alternating with the CBS/Fox name until 1998, when Fox Entertainment Group acquired CBS's interest in CBS/Fox and renamed it to "20th Century Fox Home Entertainment" on March 16, 1995, alternating with the Fox Video name until 1998.CBS/Fox Video was formed in June 1982 by the merger of TCF Video with CBS Video Enterprises; Roberts remained head of the joint-venture, but was replaced as president in January 1983 by a former Columbia Pictures executive, Larry Hilford. Hilford had been a verbal critic of the video rental business, but with the situation out of their control, he attempted to make the situation work for them. CBS/Fox and other home video units increased prices of the cassettes by around 67% to maximize income. They also moved to encourage customer purchasing instead of renting. As a part of that, CBS/Fox looked to existing retail chains for direct sales. Toys R Us and Child World signed the first direct deals in July 1985 with CBS/Fox. Walt Disney Home Video soon followed with a direct deal with Toys R Us. In March 1991, a reorganization of the company was made, which would give Fox greater control of the joint venture. All of CBS/Fox's distribution functions were transferred to the newly formed Fox Video, which would also take over exclusive distribution of all 20th Century Fox products. CBS began releasing their products under the "CBS