Celebrating 17 Years of Film.Biz.Fans.
by Alex Ross Perry
March 31, 2012 12:48 PM
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From Hammer to Nail: What We Lose When We Lose Video Stores

[At this point where we are talking about the value of walking into a store and experiencing the environment of it, Martin’s wife and baby stop by, during which I learn that they met the day the store opened. She was the second customer to open an account. She was across the street, noticed the store opening and excitedly hurried over, and was cut off from being customer number one by some guy.]

ARP: Would you still rather go to any of the video stores we still have rather than rent online?

JM: Absolutely. I want to start a blog called The Last Video Store. Interview filmmakers about the influence of video stores on them. I know from my own experience, when Todd Haynes was making Velvet Goldmine, he went through anything glam rock at the store in Williamsburg, in-depth. He rented the T-Rex tape that we had half a dozen times. So to do that, to talk to filmmakers about what the video store meant to you, and to highlight video stores that are still going. And maybe bring some attention to them.
"Going in some place and talking to someone about movies is what it’s all about. These places should exist, and there’s an investment in that."

ARP: So you still believe in the video store?

JM: Absolutely. I think it’s an experience that is valuable and worthwhile. Going in some place and talking to someone about movies is what it’s all about. These places should exist, and there’s an investment in that.

ARP: I want to talk about the era of Netflix, which brought a seismic shift to the world of home video. So starting around 2008, which I called the end of the golden age of DVD, what is your take on what Netflix means? Talk about the changes to your business or the business in general since it started, specifically now that coming to a store is a choice for movies, instead of the choice.

JM: The first wave that decimated things was Blockbuster. The store I grew up loving as a child, a Blockbuster opened up a block away and bought them out and closed them down very quickly. Netflix was the second big thing, which ironically spelled the end of Blockbuster. It definitely changed everything. I’d have to say that 75% of the customers that still come in have Netflix, either the mail service or streaming. The same way people have cable and other things, they have Netflix. A lot of times people will come in with a movie, red envelope in the other hand on the way to the mailbox. There’s been a lot of bad interactions over the whole Netflix thing. The second you bring up a late charge to somebody, they immediately throw Netflix in your face, like a threat. They’d say, ‘I guess I’m getting Netflix now.’ You know, what can I say? I can’t keep the store open without late charges. I understand to some people it’s an outdated notion, it just so happens for a rental store that you need to do that. I remember one time, we didn’t have the movie "Start The Revolution Without Me." This woman was so incensed that we didn’t have it that she said, ‘Well, I guess it’s time for me to start my Netflix account, now isn’t it?’ I thought that was a rather extreme thing, considering "Start The Revolution Without Me" isn’t exactly the most common thing. This was totally antagonistic.

ARP: Part of my problem with it is this ridiculous claim people have that Netflix has ‘everything.’ In my opinion, and the opinion of thousands of other people, Kim’s had everything with a capital E. But it actually only had 50,000 titles. Netflix says it has 120,000. But you have 10,000 titles, and I feel like I could come here three times a week for 10 years and not see everything that I want to. I don’t understand what people mean when they say ‘everything.’ I was here recently and couldn’t find what I wanted, so I got something else. People are so impressed by the claim of everything even though they can’t possibly process that.

JM: A week ago, I could have walked around the store in 10 minutes and pulled 200 things that Netflix doesn’t have and won’t ever have.

ARP: Way more than 200. Obviously anything on tape that is not on DVD.

JM: And out of print stuff. New Yorker Video, all of those titles, Netflix won’t have.

ARP: Right, they’ll stop circulating stuff that is out of print, and for me that is the bread and butter of why you come to a video store. It’s ‘everything’ vs. a curated selection. This is your stuff, and there’s nothing here that you didn’t choose. It’s not all 50 new releases this week. It’s what you know will rent here. We never sold any children’s movies at Kim’s. A Disney DVD that will be the top seller of the week with a million copies, we got four.

JM: At Walmart they’d have a thousand of them.

ARP: Yeah, and people are so put off by not having everything. Like Amazon has everything, so: no need to go to the bookstore. Netflix started at the end of the golden age of DVD, and I believe it is largely responsible for studios saying that the bonus disc, with the three one-hour long making of featurettes, that’s not necessary because everybody who will rent or even see this DVD are getting it on Netflix, and they don’t get that second disc.

JM: Yup, they just get that one disc.

ARP: So now that Netflix is the thing, you have to get the bonus features separately. And nobody is doing that, so why would we bother to make them? So a small percent of the people can buy them? DVD came in and the idea was, you don’t just need the movie, you need everything about the movie. And Netflix says, ‘No, you just need the movie. And you don’t need the artwork anymore, no packaging, no booklets with essays. Just distilling it to this thing. The thing you go to the store and put your hands on, that’s worthless. We throw it away and just keep the disc.’

JM: I don’t know the inner workings of it, but I wonder if it ever had the artwork, or if they just ship the discs to them, ready-made Netflix versions.

ARP: I’m sure the bigger companies anyway.

JM: My fundamental problem with Netflix is the fact that it’s purely a moneymaking endeavor. There is no care for cinema, the enduring tradition of cinema. The second they started the business, they were thinking of their exit strategy. It’s only there to corner the market, create this enterprise and then move on to greener pastures, like producing, streaming, and god knows what else. The second they started shipping those red envelopes, they were looking to get away from it. To take people in, as I think Reed Hastings even said, to put every brick and mortar video store out of business, then get out of it and move on to other things. Whereas video stores by and large, this video store and virtually every video store that is still in business, is not there to be about money. It’s about the environment, and about community. It’s something you do because you love it, not because you want to get out of it.
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  • lexlilexi | April 2, 2012 5:02 PMReply

    This article moved me in ways I can't articulate at the moment but I just wanted to thank Indiewire, Alex Ross Perry, and Joe Martin for having this conversation and publishing it a few times. I've savored every word and am going to keep thinking long and hard about a lot of what you've both said here. Long live film love! It will have to find another way to materialize in the flesh. That's really what its all about.

  • Corey | April 1, 2012 2:35 AMReply

    A good interview about the profound shift. But there are a few questions that should be asked as a follow up. How about the shelf-life of DVDs vs. VHS. DVDs get scratched up so easily since they're not in a protected case like VHS. Seems like most videostores could keep a VHS tape in circulation for over a decade. I'll get a title from Netflix that's been out for 2 months and it's scratched to the point where it's unplayable. Did the stores in Brooklyn have X-rated sections? That was a big revenue source down here for stores. And unlike the new titles that lost their luster after a few weeks, an adult title could steadily rent for years. Seems like when adult videos could be watched via the internet, that revenue vanished when people went from 56K modems to cable. Where is the nearest Redbox to that store?

    The human interaction of the videostore is lacking as people don't really bump into each other at the Redbox. You don't work the aisles looking for that strange Vestron cover that tempts you for months to see if the cover matches the action. Seems most people in line act like they're at a bank ATM. Asking them "what are you thinking of renting" is as evil as saying, "What's your PIN?"

    Pals keep asking my why I don't stash my DVD collection onto a mega-harddrive to watch them "easier." But I adore the packaging. I've created a mini-videostore in my former storage room. Eight shelving units rescued from Border's old video section. I can stare at the spines and covers. I correct pals that it's not a man-cave - it's a Cinema Chapel where I can go to genuflect.

    Far as the Bond DVDs go, call me a sucker for special editions since I've bought the VHS, the original DVDs, the Special Edition DVDs, The Ultimate DVDs and the Blu-rays. There's just something cool about getting the complete context of the movies especially the trailers that included "The Bond Sale Double Features."

  • MDL | March 31, 2012 9:41 PMReply

    Independent video stores [in Los Angeles] are a big part of how I learned cinema history. I watched many older classic films [on film] at retrospectives in places like UCLA, the American Cinematheque and LACMA. But video stores filled in the gaps. And when I moved to Los Angeles in 1991 there were many stores to pick from. It was a fountain of film on VHS and then DVD. So it is very sad to see video stores going away. However, I do not think the death knell of appreciating older, vital cinema is over; it is just changing. I still frequent a couple video stores and also stream Netflix and Hulu, which have a lot of good old titles that I may have missed in the past. Hulu, specifically, has the Criterion collection. And the image quality is better than old VHS or DVD. So I would say these new services are tools that the cinephile can use to expand their horizons. But it is true that young folks who have a love for old classic films or foreign indie titles from decades past will not get as good an experience with streaming titles as they would have with a good strong indie video store that took the time to build a great collection. And especially if you liked hunting for older titles rather than the new mainstream ones. But there is still hope out there for we who love cinema. I wish video stores could still be as vital. Maybe in some cities they still can? Especially when Netflix loses rights to older titles or rare titles completely disappear. There has to be a way to preserve the right to see the thousands of films that are yet to be made available on streaming services - or are only available at $20.00 a pop at place like the WB archive. Cheers to video stores.

  • Dr. Rottwang | March 31, 2012 8:33 PMReply

    There is appreciation and sadness when any film oriented business closes, but for someone who has worked in movie theaters for over three decades, the closing of video stores is a bittersweet irony. It was video stores that hastened the demise of many great, grand theaters. Now we are faced with another bout of theater closings. The digital projection age is once again culling theaters from our cultural landscape. Predictions of 10,000 screens going dark is more chilling than the loss of storefronts.

  • RevGreg | March 31, 2012 8:19 PMReply

    I ran a mom and pop shop in Edinboro, Pa. called Poppa Ropp's Video for 23 years, an amazing run for an indie video store to say the least.

    We were known for our large selection of foreign, horror/sci-fi and cult movies, although we also had the latest box office hits and popular stuff in stock.

    We survived cable, satellite, Blockbusters, Movie Galleries, internet, etc... but the day I saw Netflix I knew it was over.

    While this article brings back those sad final days, I gotta tell ya, I am amazed that ANY video store is still in business (not only due to Netflix but the explosion of internet downloads and streaming sites). Never before has so much been available at your fingertips.

    And guess what? As our doors closed in 2005 for the last time, I was actually sorta happy for the fans of cinema. Seriously. The fact that you can now rent over 80,000 movies (about 75,000 MORE than any video store you have ever walked into in your life) via Netflix alone, the fact that nearly every film imaginable is now available somewhere in some format (sometimes remastered) and Blu-Rays are still affordable (trust me, they wouldn't be if video stores were still out there - VHS ended up at something like $110.00 per tape when we went out of business), have made this a very, very good world for film and video fans!

    Change is good. It happens whether we like it or not. And yes, there is a sadness of seeing these old places closed up and gone. There was definitely a magic inside those video stores of yore...

    So, I'm not sure this is much of a story at this point. I feel bad for the owner and may be the only one commenting that knows EXACTLY how he feels, but he should be happy it made it this far, in a world that is now raising the first generation of kids that will never, ever know what it was like to rent a video from an actual store.

  • bguest | March 31, 2012 5:58 PMReply

    Netflix is awesome...Bergman, Fellini, Kubrick, Godard...American indie classics like Slacker,
    Clerks, El Mariachi, new art cinema like Le Havre, Uncle Boonme...sorry about your store but Netflix rules!

  • Chris | March 31, 2012 5:38 PMReply

    I agree it is sad when any small business that provides a unique service to devoted customers has to close down. It negatively affects both the owner as well as the loyal customers. However, it is profoundly wrong to say that this trend of closing video stores will diminish the choices or sense of discovery of movies of all types. We are at the beginning of huge transition that will place every movie (of any kind) at the beck and call of vast numbers of people around the planet--at a scale that could not have been imagined a mere decade ago. There are also curators of this content emerging (and more will emerge) with better tools of discovery that will widen the field of choice for all of us through digital distribution. These curators are and will be passionate viewers of the obscure as well as the mass media choices who will assist us just as the video store owners did--and some of them will be former video store owners. So mourn the passing but also look eagerly at the present and to the future ways of viewing great movies of all types.

  • Simone | March 31, 2012 4:06 PMReply

    "I am afraid that the next generation of filmmakers, cinephiles and just plain movie nerds will have a pitifully limited understanding of what they might not already want to see."

    Too true. My entire life would be different if I didn't have that little rental store in my hometown to grow up with that introduced me to the amazing spectrum of movies that exist. In hindsight, I wouldn't have chosen my college major, met most of my friends, lived in my city or worked the job I work if it weren't for the people who worked at that store who exposed me to the movies that made me love movies. This was one of the most heartfelt pieces on the subject I've ever read, thanks a lot for posting it.

  • gotnotruck | March 31, 2012 4:03 PMReply

    Forgot to say I Love the Cohen Bros. Especially "A Serious Man", talk about profound, secularly spiritual, and funny. Not even close to an oscar, not that I care. Never have watched. But Up in the Airhead was. Liked Wendy and Lucy and many new directors, but have a hard time remembering their names. Brain cells popping off. If you're wondering all this talk about "spirituality" like a pox these days: I'm an atheist mystic. Raised atheist: always had visions from all religions, then some. But absolutely no belief in god, especially that mean tempered, irrational, two timing, white guy with a beard.

  • gotnotruck | March 31, 2012 3:54 PMReply

    Tell me about it. I still mourn Tower Records. And book stores. There's exactly one left near me. Barnes & Noble, which, when it moved in, closed down Endicott, Shakespeare and Co. Numerous second hand books followed. To read paper books is greener. Take it out of a library and return it. To recycle an e reader or cell phone, (and fashion dictates you need a new one every two years), requires them to be originally shipped here from China, use energy while you use it, shipped back to China, recycled, (theoretically), and shipped back here. Only to end up toxic in a waste dump. Using energy in the process. Last summer a call came forth from Con Ed to "unplug and do not use electronic devices". I LOVE good movies. Was glad to read in the Slimes today that other countries do "action films" better than we. Animated schlock with beefed up guys in stupid costumes make me puke. New York is great for movies. But I wanted to be able to go to Tower Records, and buy or rent music and DVDs. Now most kulchah goes through Amazon. bleeping. com. Progressives are anti Walmart. Ignoring the fact that, as The Economist says, approvingly, "Amazon is Walmart online." Look at what it's done with books and book stores, music, movies. And to movie makers, musicians, artists. Out of luck. The record companies of the old days were bad, but not as bad as being gobbled up by Amazon. An Amazon guy on late night NPR said "It's a great business model. Many fewer employees." To find out just how much fun it is to work there, check out the latest Mother Jones for "The Secret Hell of Online Shopping", by a journalist who did a "Nickled and Dimed" as did B. Ehrenreich. I've always suspected that the internet cost jobs. A woman economist on Charlie Rose a few nights ago said unemployment wouldn't get that much better here because of " globalization and the internet". I have this computer, a TV, and a DVD player, radio. Used to have a video/dvd player which seem to no longer exist. 5th Ave when I moved here permanently in '70 below Tiffany and Bergdorf's was publishing house book stores. I bought post cards, which I collect, on Prince St, before Soho became a glitzy mall. Manhattan is a series of strip malls called avenues, lined with the same boring chain stores you see in 'burbs anywhere. Except Madison Ave for the .001%. Fashion is an art. Coffee shops like Cafe Romana, where John and Yoko hung out undisturbed, opera playing and a garden in the back. Gone. Other independents: gone. If anyone tries to close Cafe Reggio, I'll chain myself to it. Perhaps it's better in other boroughs. What I want from films: anything by Tarkovsky. Love films with philosophical and/or spiritual content with profundity. Another example, "Ward Six", a new Russian woman director version of the Chekov play at Walter Reade a few years ago. About a psychiatrist who ended up a patient having a long conversations with another patient, not caring about his change in status. Shot in gorgeous color on the original ward. I'm 66. Young love in its four or five permutations and combinations bore me to tears. So predictable. A woman in her twenties agreed recently. When I was young, I learned a few things from them. Now blissfuly beyond that. Love documentaries. I was in the Civil Rights Movement in the South, along with many other white Southerners. No one even wants to write an article about us. One reason is Bob Moser of The Nation's observation that "Talking about race in the South is a way of not talking about race in the rest of the country". Although PBS suggested I pitch something to American Experience. We're dying off. Another idea is to do a documentary of the Village in the sixties, not folk music scene, acid scene. 1,000 mics of Sandoz LSD stamped as such. For some reason the New York Hyterical Society isn't interested, any more they are on racism in NYC. Yes, I miss DVD stores, record stores, and book stores. Thank god for all our fine movie theatres! On TV, most of the good stuff is on Sundance in the morning or early afternoon. The later, the stupider.