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Not Dead Yet: How Some Video Stores Are Thriving in the Age of Netflix

Not Dead Yet How Some Video Stores Are Thriving in the Age of Netflix WIRED


Hop the F train from Kim’s final location to Brooklyn and you’ll find Video Free Brooklyn, a tiny storefront touting the tagline that “Video stores didn’t die, they just had to evolve.” Originally opened in 2002, the space was taken over by the husband-and-wife team of Aaron Hillis and Jennifer Loeber in 2012.

While the decision to purchase a video store at the height of streaming’s assault on the traditional rental industry seemed counterintuitive, Hillis calls it “a labor of love that, surprisingly, also made economic sense.” Part of that is location: Video Free Brooklyn resides on Smith Street, a main thoroughfare of the borough’s Cobble Hill neighborhood, which means steady walk-in traffic. And once people find it, they tend to come back. “The neighborhood tends to be more educated and media-savvy,” Hillis says, “which translates to more discerning tastes.”

Stashed in: Curation, movies, Netflix, Content is king.

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Fascinating: Video store as curation! 

Because discovery and recommendations are still important in a world of many choices.

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