Night Owl Video has just launched its real world location in Williamsburg, Brooklyn, NYC. It restores the chaotic, comforting allure of physical media with every movie lover’s favorite friend! Jess Mills and Aaron Hamel, two cinephiles dedicated to the importance of film, opened the store. Their mission is to pick up the slack from the loss of video rental stores over the past 10 years. As of 2018, Night Owl Video is the only full-service video store in NYC. With a remarkable collection of nearly 1,500 unique titles, you’ll discover films in all formats, from VHS to DVD.
Located in a vibrant neighborhood known for its artistic spirit, Night Owl Video opened its soft launch on April 5, attracting 550 customers within just five hours. This overwhelming response indicates a strong demand for physical media, a sentiment echoed by many cinephiles who feel disconnected from streaming platforms.
Hamel and Mills both started under the Troma Entertainment umbrella. It didn’t take long for them to recognize the desire for a place where cinephiles could interact with the movies and filmmakers on a deeper, more intimate level. When [Kim’s] closed, we just kind of got sick of waiting for someone else to open,” said Hamel. Their vision was clear: to create an environment that encourages film appreciation without the constraints of algorithms dictating viewing choices.
Along with films and juvenile films, Night Owl Video stocks a number of peripheral items. His store is decked out in horror memorabilia, everything from posters and clothing to horror film magazines like Fangoria. Among the store’s standout rarities is a $100 Japanese laser disc of David Lynch’s cult classic “Eraserhead.” This new addition fits right in with the store’s quirky charm.
On the horizon, the founders have continued expansion in mind as they prepare to launch rental offerings soon. Hamel particularly emphasized the waning era of physical media. He likened it to the vinyl records comeback, adding, “The physical media industry for films is going in the same direction that vinyl was 15 to 20 years ago. This electromechanical/analog versus digital comparison illustrates an emergent preference of many collectors who prefer physical formats to ephemeral, digital substitutes.
The store features a collection of rare and cult films from new distribution companies like Vinegar Syndrome, known for preserving films from the 1960s to the 1980s. This commitment to curation guarantees that users can discover titles more often than not inaccessible from conventional streaming services. Long-time local customer Dwayne Mendez summed up his grievances with the new digital front door. As he put it, “With Netflix, you’re not going to discover anything that you’re looking for.”
In addition, Night Owl Video stores all television shows, kids shows, and commercials that never/ didn’t come to DVD. This unique inventory attracts a diverse customer base, making sure there is something for everyone. Hamel was especially impressed with their pledge to be inclusive. He continued, “We’re just trying to stock every type of format, every type of genre, every type of movie, so that way the store can have something for everybody.
The shop features an “end-of-the-world” DVD selection that customers are invited to purchase. This kooky addition to your shopping itinerary just might be one of the coolest and most fun experiences on your trip. Customers like Liza Jackson appreciate the thrill of collecting physical media: “It’s fun collecting things, and you don’t have to worry about it being taken off of Hulu or anything.”
“Mills further elaborated on their mission: “We really want to bring back the idea of not letting an algorithm pick movies for you.” The founders aim to create a community space where film lovers can browse shelves and share recommendations without the influence of corporate streaming giants.
Their community response is part of a larger movement back to tactile media – and for good reason. At the same time, Hamel watched a fervent collecting enthusiast base start to develop. He pointed out that all these younger generations are finding the magic of physical formats after having been born and raised in a digital environment. The experiential joy in touching tangible media I think is becoming more alluring because consumers are getting sick and tired of screens.
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