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I don't have the text of the propsed regs handy, but mere distribution or transmission of content does not make you a secondary producer, so both the corner video store and the online dvd store don't have to do anything.
BUT - if the online dvd store was given promotional content for a video including the boxcover and assembled an ad from it, then yes, they would have to maintain a 2257 file on their work for any hardcore pics shown.
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