DVDs are the name of the game for Direct Brands (doing business as Columbia House). Initially a 50-50 joint venture between entertainment giants Sony and Time Warner, Columbia House is a club-based direct marketer of DVDs and Blu-ray discs. The company sells more than 8,500 motion picture and television titles via mail order and online. After an inital period, customers can wait for the company's movie selection to arrive in the mail or choose a different title. Founded in 1997 as a music CD sales club, the company is owned by Arizona-based investment firm Najafi Companies, LLC.
In 2009 Columbia House's parent announced it would consolidate distribution and support services for its DVD and CD clubs by shutting down operations in Indiana and South Carolina. Continuity clubs such as Columbia House have taken a hit in recent years, as more consumers opt for digital downloads and curb their spending amid the US recession.