PurchaseType doesn't need to be stringly typed. See https://talks.golang.org/2015/json.slide#1.

    type PurchaseType byte
    
    const (
        Free PurchaseType = iota
        Rent
        Buy
    )
    
    func (t *PurchaseType) UnmarshalJSON(data []byte) error {
        var s string
        if err := json.Unmarshal(data, &s); err != nil {
            return fmt.Errorf("purchase type should be a string, got %s", data)
        }
        have, ok := map[string]PurchaseType{"Free": Free, "Rent": Rent, "Buy": Buy}[s]
        if !ok {
            return fmt.Errorf("invalid purchase type %q", s)
        }
        *t = have
        return nil
    }
    

That's enough to give this output:

    [{Inception 0.99 Rent} {Johnny Mnemonic 0 Free} {John Wick 17.99 Buy}]

http://play.golang.org/p/dyNVlgmFtu