Netflix, Red Box, DVR, On Demand, and the Internet have changed how people watch movies. Convenience, affordability, and selection all play a part in how movies are accessed and viewed by typical consumers. I’ve watched movies in all of these formats, and I completely support these options to deliver my entertainment because it’s typically fast, easy, and cheap. There are times, though, when I like to indulge in a less mainstream picture or watch a classic that I’ve always heard about but never seen. Such movies typically aren’t readily available through any of these retailers (except Netflix, but even then, you have to wait a couple days for the DVD to show up in your mailbox). So tonight, I set out to hit up my locally owned and operated Wild ‘n’ Woolly video to check out their selection and take advantage of their free Tuesday rental. Unfortunately, I came home empty handed.
When I was younger, a trip to the video store was exciting. I remember when we first got a Blockbuster. I remember thinking it was so cool to see all my favorite movies in one place, even if I couldn’t understand why their sign was a VHS box with a bite taken out of it. Unfortunately, Blockbuster was so far away, I needed a ride from Mom or Dad to get there. If neither were available for transportation, I could walk myself to the local VideoMax. Despite its darker, seedier interior and penchant for older movies on display, it was always a viable option, especially on snow days. Either way, in my youth, an evening trip to the video store was second only to Toys ‘r’ Us.
That excitement was relived tonight on my way to Wild ‘n’ Wooly. I had a pretty good idea of what to expect and wasn’t let down. First, I was struck by the smell which is eerily similar to my memories of VideoMax. The scent of the carpeting combined with thousands of plastic sleeves with a dash of what I can only describe as electric exhaust (sniff the vent of your computer or TV. That smell.) I thought it was really neat how their films are divided by categories and subcategories. For example, “Horror” is split up into “Vampires,” “Zombies,” (tonight’s Free category, btw), “Slashers,” et cetera. On top of this, they’ve taken copies of the DVD jackets and laminated them so scrolling through the movies is a lot like another hobby of mine: thumbing through back issues at the local comic shop.
After careful contemplation, I took my selections (A Zombie movie called Gory, Gory Hallelujah, about 4 actors vying for the role of Jesus in a local production when the dead start to rise, and Super, an super hero movie with Rainn Wilson and Ellen Page). Once I got up to the counter, everything fell apart. First, I realized I didn’t have a membership. The ease of swiping a card through the Red Box or logging into my Netflix account made me forget about the (often) laminated cards issued by video stores. If I looked hard enough, I could probably find an old Blockbuster card around somewhere (which is odd, because even when I went there regularly, I could never keep track of my card). So I asked to sign up.
“All I need is an in-state driver’s license,” the clerk told me. I froze. I’ve lived in Louisville for over two years, but still maintain a Tennessee driver’s license. I explained this as I frantically dug out every piece of identification in my wallet. My UofL student ID, my health insurance card, everything. I laid them all out on the counter, but it wasn’t enough. I was told to come back with a piece of mail with my current address on it at the very least.
So, things didn’t go as planned. While I’m not mad at the store (I’ll certainly go back, and I understand the need to be sure of their clients’ addresses, lest a copy of Showgirls turns up missing, which I’m sure it has) I’m disappointed that my exciting journey back in time didn’t work out. I had invested a significant portion of my evening walking there, going through the selection, and making my choice very carefully, which is something that is lost when we just point and click on a title where most of the choices are made for us by limited selections and generated recommendations based on previous viewing preferences. I had made an effort to seek out something different and support a local business, only to be undermined by the technology that I so often take for granted suddenly becoming irrelevant.
Something’s got to give in this scenario, and it won’t be Netflix or Red Box. If somehow, they were to suddenly offer a significantly broader selection of titles or perhaps incorporate some form of social networking to allow users to meet, chat, discuss, and recommend films, they will be able to offer everything the local stores do. But that’s not going to happen. Licensing, costs, and demand will all see to that. In that case, it is up to the local retailers to catch up by using technology. Out of state license? No problem! Keep a credit card number on file, and charge it daily for overdue titles a la Red Box. The point is, this store lost a sale tonight for two reasons: 1) We have become accustomed to fast, easy delivery without having to divulge an inordinate amount of personal information, and 2) Wild ‘n’ Woolly was not prepared to accommodate a customer like me.
For better or worse, the landscape of this industry has changed. I still value the local shop that offers customers good movies at affordable prices, but I’m guessing they are becoming few and far between. Changes must be made to stay afloat, and I think the outcomes will more than outweigh the costs as tech becomes more accessible and owners are better able to assess trends and demands of the public.