In Digital World, Brookline’s Brick-and-Mortar Video Shop Lives on

It’s no secret that chain movie rental companies are struggling to stay afloat in this era of constantly evolving technology and business practices.

Right here in Brookline, we’ve seen Blockbuster in JFK Crossing fold under the pressure of changing user preferences in 2010, preceded by Hollywood Video in Brookline Village only a few years earlier. And generally speaking, independent outlets tend to fare even worse in the face of competing services like Netflix, Redbox, on-demand cable and streaming online outlets.

But, still, Washington Square’s independently owned and operated Movieworks remains a staple despite all the odds.

In some ways, the industry’s general falter has worked to Movieworks’ benefit. Owner Greg Revill says that today “there are no other video stores to speak of—all the Blockbusters within a 5-mile radius have pretty much shut. They’re dropping like flies. It’s good for us in a way because it allows us to pull from other areas like Newton, Chestnut Hill, JP and Boston proper.”

While Revill is the first to admit that being an independent video store operator presents its own very real set of concerns, there are also some notable upsides to it, some of which he believes have helped Movieworks survive. “It’s the glory of a small company. I never get far from the frontlines. The boardroom is in my brain. Of course, the people who work for me are a very important part of it. So it’s not like it’s a one-man show—it’s that we don’t suffer from any corporate communication dilemmas.”

Indeed, the staff is a big part of Movieworks’ ongoing allure. Employees tend to be educated film buffs, always happy to chat with customers and offer recommendations. Because of this, renting at Movieworks feels like a very personalized experience. Revill is the first to sing his staff’s praises. “The people here are a huge part of the store’s chemistry, and the chemistry is a huge part of the success. They really drive the bus in terms of customer interaction.” Though the generally young staff has rotated frequently over the years, the prominence of area schools with film programs guarantees that a “culturally aware group” of potential employees is always readily available.

However, Movieworks’ biggest boon may well be its location. Revill believes, “The environment in Brookline is definitely part of the reason we’re still here.” The town represents a unique enclave where big chains like Barnes & Noble and Blockbuster fold in favor of independent shops like Brookline Booksmith and Movieworks. As Revill puts it, “There’s an affection here for non-corporate players in retail.”

But, of course, all this still fails to address the elephant in the room: How can Movieworks continue to compete with home-delivery outlets, cable on-demand options and online streaming? While Revill knows better than anyone else that the movie rental culture is certainly changing, he says that there are still some staple audiences. “One of our biggest strengths is family nights. For all the video stores that have suffered at the hands of online delivery, there still isn’t a substitute for young families who want to get something for everybody. That hasn’t suffered.” Still, though, Revill admits that this niche alone isn’t enough to keep the business alive.

Luckily, Movieworks has built a reputation for itself that perennially draws customers. This niche consists of the store’s robust “grid,” which contains a catalog of more than 20,000 titles, including classics, independent flicks, and foreign films. Revill believes it was this catalog that helped Movieworks outlast chain video outlets in the area. “The reason Movieworks is still here and the other aren’t is we’re in an area that supports niche film. There’s plenty of interest in that sort of film around here, and we stock them. Blockbuster long ago erred toward new releases and gave up on stocking a large selection of titles, whereas we definitely went the other way a while back. Serious movie types know that the selection is here.”

This is not to say that Netflix and other such services haven’t cut into Movieworks’ business—most Movieworks customers also have Netflix accounts. But still, Revill says, customers tend to use both services, rather than turning away from the in-store experience altogether. “Obviously, there’s an intersection—customers aren’t getting all their movies here anymore, which cuts into our business. But, at the same time, Netflix can’t get you the movies you want on your clock. It has to be on their clock.”

When asked to speculate about whether video rental stores will soon become a thing of the past, Revill admits that he’s still trying to figure out what the market will evolve into himself. “I would think the tactile experience will always be a draw, but I’m still not really sure how to market that experience or even if it can be marketed. I think there has to be some synthesis of online and in-store experience, in the broadest sense, for brick and mortar retail to remain viable. It comes down to the question: Is the live in-store experience still important to a lot of people? Sure it is.”