<ARTICLE> 5
<LEGEND>
THE FINANCIAL DATA SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED
FROM THE CONSOLIDATED BALANCE SHEETS AND CONSOLIDATED STATEMENTS OF EARNINGS
FOUND ON PAGES F-3 AND F-4 OF THE COMPANY'S FORM 10-K FOR THE TWELVE MONTHS
ENDED DECEMBER 31, 1997.
</LEGEND>
<MULTIPLIER>   1,000
       
                                                   
<PERIOD-TYPE>                                                 12-MOS
<FISCAL-YEAR-END>                                        DEC-31-1997
<PERIOD-END>                                             DEC-31-1997
<CASH>                                                         4,744
<SECURITIES>                                                       0
<RECEIVABLES>                                                  2,952
<ALLOWANCES>                                                     113
<INVENTORY>                                                   23,752<F1>
<CURRENT-ASSETS>                                                   0<F2>
<PP&E>                                                        30,769
<DEPRECIATION>                                                13,069
<TOTAL-ASSETS>                                               208,868
<CURRENT-LIABILITIES>                                              0<F2>
<BONDS>                                                            0
<PREFERRED-MANDATORY>                                              0
<PREFERRED>                                                        0
<COMMON>                                                         249
<OTHER-SE>                                                   152,504<F3>
<TOTAL-LIABILITY-AND-EQUITY>                                 208,868
<SALES>                                                       51,510<F4>
<TOTAL-REVENUES>                                             331,541
<CGS>                                                         47,206<F5>
<TOTAL-COSTS>                                                266,887
<OTHER-EXPENSES>                                              18,716<F6>
<LOSS-PROVISION>                                                   0
<INTEREST-EXPENSE>                                             1,890
<INCOME-PRETAX>                                               44,048
<INCOME-TAX>                                                  18,170
<INCOME-CONTINUING>                                           25,878
<DISCONTINUED>                                                     0
<EXTRAORDINARY>                                                    0
<CHANGES>                                                          0
<NET-INCOME>                                                  25,878
<EPS-PRIMARY>                                                   1.04
<EPS-DILUTED>                                                   1.03
<FN>
<F1> RENTAL MERCHANDISE, HELD FOR RENT.
<F2> BALANCE SHEET IS UNCLASSIFIED.
<F3> ADDITIONAL PAID IN CAPITAL AND RETAINED EARNINGS.
<F4> STORE AND FRANCHISE MERCHANDISE SALES.
<F5> STORE AND FRANCHISE COST OF MERCHANDISE SOLD.
<F6> GENERAL AND ADMINISTRATIVE EXPENSE AND AMORTIZATION OF INTANGIBLES.
</FN>