David vs. Goliath: Vidiots triumphs over Blockbuster

While the big movie rental store chains are dropping like flies, two other venues are flourishing. These are the ever-convenient Netflix and the independent video store.Two prime examples of these funky smaller stores are Vidiots and Cinefile. So how are these two video stores staying in business while their conglomerate competitors are going under? Movie Gallery’s last store closed in August; Hollywood Video declared bankruptcy in February and Blockbuster recently followed in September.Patricia Polinger, one of the two owners of Vidiots, provides an answer to its success.“I think since Blockbuster and Hollywood Video are closing, there are a lot of people who want to browse and talk about movies. We are more personal and have a very loyal following. I’ve even noticed more people coming in with little kids,” Polinger said.In this “now” generation that demands everything instantly, it seems most would rather sit on the couch and rent their movies with the click of their mouse. However, there is something special and sacred about running one’s finger along the spines of DVDs on the shelves, searching for that rom-com with whats-her-face, or that laughably awful horror film that you saw in high school.Another thing that is unique about such stores as Vidiots and Cinefile is their selection of movies.“The collection is as diverse as the tastes of the dozens of employees and thousands of customers that helped build it. It's a real group effort and we've amassed over 40,000 titles in the last ten years. In general, the goal is to carry at least one or two titles of anything and everything anyone can think of and if we don't happen to have something we'll do our best to make it available,” Phil Anderson, owner of Cinefile said.Vidiots and Cinefile have a certain vibe, a feeling that you could talk to the clerks for hours because they really know their stuff. From Cinefile’s obscure movie posters plastered on the walls to Vidiots’ windows painted with mermaids and martians, it is clear they both have a distinct personality. Not just the clerks have opinions — the stores seem to have their own opinion as well. Blockbuster and Hollywood Video were both very generic, like most large chains are, but small businesses will always feel more personable.“There’s a large group of people out there who like to support small businesses. Smaller stores can offer a wider selection,” Anderson said.While Netflix offers convenience, Vidiots and Cinefile have begun offering more than just movies. In July, Vidiots introduced Vidiots Annex, which offers film study classes in everything from censorship in cinema to cartoon mythology to cult films, as well as free screenings every Saturday night at 8:00 p.m. Their website includes "playlists" of movies with common themes ( “Beyond Harry Potter” and “Manhattan Fabulous,” to name a few).Cinefile sells hilarious t-shirts with the names of famous directors in the logos of iconic heavy metal bands. They often show weird and bizarre hard-to-find films as well as free stand-up nights and comedy shows. All of the extra opportunities offered guarantee that they are more than just a movie store: they are a movie lovers Nirvana.“ I would say we have real intelligence, which is better than artificial intelligence, like Netflix,” Polinger said. With movie-buff clerks, hard-to-find cult classics and a passion for film, Cinefile and Vidiots are sure to continue sharing their love of movies for a long time.Vidiots: 302 Pico Blvd, Santa Monica CA 90405 (only two blocks from Samo!)Cinefile: 1280 Santa Monica Blvd , Los Angeles CA 90025Olivia LeganStaff Writer