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Open up the back and see if the tape looks ruined or dusty. If it's dusty try to blow it off. If it's twisted or crumpled, it's a goner. VHS tapes don't have an extremely long life span (especially rentals) so there's a chance it's just old, too.
I would bring it back to the store, tell them it doesn't work and get a free rental out of it at least.
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