Video rental stores seem like ancient history nowadays, but one California shop is surviving the test of time. The Video Wave in San Francisco has been drawing in a new generation of customers, who are embracing the old way of movie rentals.

California

A video rental store in San Francisco, Video Wave, is drawing in a new generation of customers despite the dominance of streaming services. The shop, owned by Colin Hutton, is believed to be the last remaining video store in the city and has survived challenges since the rise of streaming around 2008.

Younger customers are finding value in the tactile experience of browsing DVDs and enjoying the physical aspects of movie rentals. Industry data shows that while overall DVD sales have declined, sales of 4K and collector editions have increased. The store's continued survival may depend on growing its subscription base, which could help it remain open in the future.

California video rental store draws new generation of customers

Video rental stores may seem like ancient history nowadays, but one California shop is surviving the test of time. The video wave in San Francisco has been drawing in a new generation of customers who are embracing the old way of movie rentals. CBS News Bay Area reporter Itay Haad tells us more. In a world ruled by algorithms and autoplay, one small store in San Francisco still does things by hand. No streaming, no logins, just rows and rows of DVDs and a local crowd keeping movie night alive. Did you ever imagine when you opened this store that you'd be the last one standing? No. Colin Hutton is the owner of Video Wave, believed to be the last remaining video store in San Francisco. For years, he thought the final credits were about to roll. There's been many, many moments we wouldn't survive it. The trouble started around 2008 when streaming took over and video stores began to fade to black. But then something unexpected happened. Customers started to return, including a whole new generation just discovering the joy of cubbing attractions. Is it the tactile thing? It's the tactile thing. 23-year-old Caitlin Zephyr says there's something refreshing about slowing down and hitting pause. When it comes to things that are streaming on your phone, it feels like everything's demanding your attention right away and these other things, there's a step removed from that. Believe it or not, DVDs are having a moment. Not quite a blockbuster comeback, more of a cult classic rewind. While overall DVD sales dropped last year, 4K editions jumped 10% and collector versions climbed 25%. Lucas Hildebrand, chair of film and media studies at UC Irvine, says for Gen Z, part of the appeal isn't just the films, it's the boxes, the artwork, even the act of browsing. I think there's also this hunger for people who grew up with social media and who grew up with the internet to actually have in-person interactions. What's your last name? Ironically, the store's future may depend on the very thing that nearly destroyed it, a subscription model. If I had 150 more subscribers, that would be the difference between not making it and making it. And if enough people sign up, Video Wave might just avoid the final cut. Thanks very much. Thank you. Etai Had, thank you, bringing back the memories.

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