Believe it or Not, There's Reason to Think Blockbuster Might Be Making a Comeback
If you haven't seen this film, I can recommend it. It's one of those happy little diversions in a documentary genre that's otherwise saturated with the grisly murders of bright, happy cheerleaders with sparkling personalities and smiles that would light up a whole room.
The Last Blockbuster tells the tale of the final existing brick and mortar store of a franchise that was once as ubiquitous across America as McDonald's. And of the charming Oregon mom who is keeping this piece of our history alive against all odds and sound business practices.
It's really a fun watch. And sort of ironic, since it's available only through the very streaming services that made stores such as hers obsolete. But as it turns out, Sandi Harding's store might not be the last of its kind. It might just be possible that this patient might be getting off its deathbed:
The Hill - Are Blockbuster nights about to make a return?
Fans of the once-ubiquitous video rental store Blockbuster are keeping an eye on the blue and yellow company after its website quietly came back online over the weekend. A visit to Blockbuster.com now directs to a message reading simply, “We are working on rewinding your movie.”
Fondness for Blockbuster has increased over the past couple of years, as 80s and 90s nostalgia has permeated TV and movies. Last year, streaming giant Netflix even released a now-canceled sitcom based on employees of Blockbuster’s last store. The company’s actual last real-life store, located in Bend, Oregon, has become a popular attraction, and even briefly an Airbnb rental.
Given the latest resurrection of the company’s website — and reactivation of its Twitter account — many are now abuzz about a potential Blockbuster reboot. ...
Blockbuster is currently owned by Dish Network. The TV provider purchased the Blockbuster brand for a reported $228 million back in 2011.
This would be the most improbable comeback story of all time. Streaming was to Blockbuster what the White Man was to the mighty buffalo herds that once blackened the plains of the Midwest. The idea that these two enemies could somehow coexist would be nothing short of a miracle. A crazy, unnecessary, nonsensical miracle.
I get there's a certain nostalgia for these places. Especially among Gen-Zers who still harbor fond memories of hopping in the minivan, heading down to the strip mall, and roaming the aisles with mom and dad, trying to decide between the Pixar movie or the Power Rangers one. Between the Disney tweener comedy or the Olsen Twins solving a mystery.
But it's just that, and nothing more. It's chasing memories. These places went out of business for the same reason they don't make typewriters anymore. Obsolescence happens. And personally, to me Blockbuster was never as good as the stores they put out of business, the Mom & Pop places that featured more obscure and older titles. Plus the room out back with the swinging saloon doors where you could catch guys coming out with a copy of Pretty Shitty Gang Bang hidden between Armageddon and Notting Hill. As opposed to just 50 copies of the Kevin Costner Robin Hood movie, and nothing made before 1970.
The point being that if this is Blockbuster trying to bring back stores, as opposed to just announcing some new streaming service of their own, it's a waste of time and money. As well as perfectly good retail space that could otherwise go to filling our Vape Store needs.
The even larger point though is that, if this happens, it'll be an example of nostalgia getting out of control. Just because you remember something fondly doesn't mean you need to bring it back. Last week I heard a great point in a conversation Penn Jillette was having with Adam Carolla. And they agreed that the rule should be that you never get too nostalgic for anything that happened within three years, plus or minus, of your first blow job. Because at that age, you remember everything as being the peak of human civilization, but only because it was the best time for you. It doesn't mean the stuff you loved wasn't objectively garbage. I think that's a hell of a good rule to follow. (So I'm trying to be less nostalgic for Avengers: Endgame and the last season of Game of Thrones.) Just because we could bring back video rental stores doesn't mean anybody should.