From KCRW in Santa Monica, I'm Claude Brodesser Ackner, and this is The Business.

So you still want to do the show business, and you think that you got what it takes.

I mean, you really got a rap and be all at, but prepare yourself for the breaks.

Check it out.

This week on the business, Hollywood's been beguiled and bedeviled by Ein Rand's Atlas Shrugged ever since it was published in 1957.

Fifty years later, why hasn't it been made into a movie?

We talked to legendary producer Al Ruddy, the first guy to get Rans go-ahead.

That was back in 1974.

But first, it's the Hollywood News Caravan.

Go nowhere, it's the business from NPR.

I've been to a blockbuster video lately?

I know I haven't.

In fact, mine just closed.

And I'm not alone.

Blockbuster has closed hundreds of

stories in the past few years, and last week it finally succumbed to the blunt force of supply

and demand. Blockbuster announced it was starting to explore, quote-unquote, demand pricing. That is,

newly released movies will go for $3.99. Old chestnuts will likely rent for about $0.99. And movies, new or old, that are suddenly hotly desired, will rent for $4.99. Which means that if Michael Keaton is suddenly found dead wearing antlers and strapped to the back of Sarah Palin's snowmobile, well then Mr. Mom is probably going to go from a buck

to a five-spot. Still, it might be too little too late for Blockbuster. Last week, rival Netflix

formed a joint venture with TiVo. Soon, Netflix movies will be downloaded directly into your TiVo.

Netflix said it will begin testing its new service, which accesses

movies and TV shows from a 12,000 title online library at no additional charge, provided

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