On February 1998, the New York Times decreed that Blockbuster Video had established itself as the main video rental outlet, pushing all other independent video retailers into marginal and niche markets. Fifteen years later, the closure of the last Blockbuster locations still in operation heralded the end of an era, where online streaming services had replaced video stores as the preferred method of film distribution. But this is hardly the whole story.
During the upcoming Society for Cinema and Media Studies conference in Seattle, I will be chairing a panel that takes a closer look at this narrative and proposes how various video cultures and communities arise, thrive and/or diversify in the 21st century. In his paper “’Are you guys closing?’ – Video-clubs and the ‘Third World of the internet’”, Matthias Mushinski (Columbia University) looks at cinephile consumers and sellers in Montreal, noting how the dual facts of limited content and Canada’s bandwidth caps challenge the notion that “everything is available” online. Similarly, my paper “What is (in) a diasporic video store?” considers how to incorporate informal and unconventional retail points—particularly those that cater to immigrant communities—into scholarship on media distribution and diasporic cinemas.
Finally, Michael O’Brien’s (UT Austin) paper “Limited Release: Online Cine-clubs and Digital Archives” approaches the legacy of video clubs as practices of community building, and tracks how these practices are perpetuated in private BitTorrent trackers. In different ways, all of these papers take concepts such as cinephilia, film communities, and home film cultures, and set them alongside new work on distribution technologies and film consumption practices, to illustrate the myriad ways in which the transition to digital is ongoing—and anything but smooth.
Our panel respondent will be Professor Daniel Herbert (U of Michigan), whose recently released book Videoland: Movie Culture at the American Video Store charts the rise and fall of the rental industry between the early 1980s and the early 2000s, when video stores served a vital function in the sustenance of movie culture.
Given last year’s announcement of Blockbuster’s closure, the current discussions about ISP speeds for online streaming, and the continuous consolidation of production studios, I expect there to be a lively discussion not only from the presenters but also with the audience. So if you’re also interested in talking about these topics, come join us on Thursday March 20 at 11:00 AM (session F6)!