There is no Alternative

If you could stop downloading movies for just a few minutes, Edmonton, I’d like to tell you about a change to your video rental options.

I’ll wait for those of you who didn’t even know you could still rent movies to settle down.

Ok.

If you’ve ever been on Whyte Avenue’s east side (east of Gateway Boulevard) you’ve probably seen Alternative Video Spot in the strip mall between 100 and 101 Streets. If you’ve been by recently you’ve seen a big, empty store. Yes, this long-time movie icon of Old Strathcona is gone.

But fret not, my arty movie-loving friends, for the team that brought you Alternative Video Spot has packed up their favourite flicks and moved ever-so-slightly southwest. You can call them “The Videodrome” now.

In an e-mail exchange, Alternative/Videodrome’s John Hudson explains the move.

“In short, the strip mall we were in had become a very unpleasant place to do business. First we were beside a rough bar and once the smokers were forced out on the street we had a constant stream of men outside the bar, drunk and smoking,” he writes.

“This, of course, attracted other undesirables such as drug dealers and “working” women. Then, after a couple years of that, a liquor store opened on the other side of us which attracted the street people first thing in the morning. So we were trying to run a business that attracted families who the had to run a gauntlet of un-family like people to get to us. Add to this our landlord was completely unsympathetic to our plight and wanted $7000 a month for the “privilege” of being there. We could not come to reasonable terms so we left.”

I’ll throw in a thought I’ve gleaned from neighbours; the strip is not a popular one for reasons outlined by Hudson. It’s something area residents are aware of and looking to keep from turning really bad.

As he continues, your friendly neighbourhood movie staff is still working.

“Everyone came over, the process has been very similar as we know what we are doing and have a very good system in place. Also the newest staff member started three years ago so there is a continuity to the film knowledge in the store and an excellent rapport with the customers. Heather Noel is the “face” of the store and now owns half of it.”

Stopping in the other day I was struck by that local movie store feel. Do you know what I mean by that?

It’s not cavernous, the staff is easily chatting with customers about films, small TVs play a movie in all corners of the store. It’s possible the feeling is also tinged with nostalgia for this old guy.

Hudson says when the store hit a crossroad they knew they had to stay in business.

“We wanted to create something new. We wanted to expand our presence on the Internet (both sales and rentals) and the word Alternative tended to get hits we did not want. Also, people who did not know us were wary of that word as well. So we felt it was the perfect time to to re-brand.”

I opened this story by talking about downloading movies, and surely that is a problem for stores from independents such as The Videodrome up to the big chains. Video-on-demand has to be cutting into the old market too. I think I’ve found myself checking that selection more than walking to an actual movie store.

“It’s important to remember that actual DVD sales make up more than half of the studio’s revenues and if the market shifts it will be difficult for them to make that up in another unproven area. So they are behind the format,” Hudson says.

“That being said, there has been a shift away from renting (about 10%) on the major Hollywood titles. Our goal is to expand our sales, especially with hard to find titles, as we know where to get them, and with rentals-by-mail via the web. We have a stunning collection of films and, of course, you cannot find those great classics and foreign films to download or dial up. So we will work hard to have an even deeper collection of these titles.”

Hudson also thinks his store has an advantage in bringing in dozens of new titles at once, as opposed to chains which tend to have a boatload of copies of just a handful of new releases. (Yet, all those copies of Must Love Dogs were never to be had by me.)

Technology is another market that could actually add something to the movie rental store.

“Blu-ray is another area of growth for the company, as you cannot download that kind of hi-def quality, you have to have the disc. There has been a great increase in the amount of Blu-ray players out there and that is reflected in their rentals.”

In short, Hudson thinks opening a new movie store in 2010 isn’t as crazy as some, myself included before talking with him, might think.

Sally Poulsen (you might know her from such blog posts as Commerce Place and Footloose veggies) is actually one to still peruse the aisles at movie stores.

“I like to rent DVDs for a few reasons,” she says.

“Mostly for the instant gratification that comes with not waiting for an hour while a bit torrent version downloads. Also, I dig the experience. There’s something to be said for the tangibility of walking into a store full of movies. It makes stumbling across something unexpected much more likely.”

Hudson sees some of that in Videodrome’s future.

“A deep collection of rare and wonderful films for rent,” he envisions.

“Rentals by mail of said titles and sales of hard to find films. That is where will will be going over the next few years, continuing to offer great rental prices (any 4 films for $12) with a stunning selection and the ability to find things others can’t.”

Plus, when you can’t remember the name of that movie with that guy from the thing Googling doesn’t always help, but that sharp young man at the store always knows.

- You can find The Videodrome at their website, in the real world or on Twitter.