Walking around the Toronto International Film Festival this year, there was a unique attraction drawing large crowds. A dusty white van filled with old DVDs created a buzz that led to long lines extending down the street for four consecutive days. Fans eagerly waited for up to three hours for a brief three-minute interaction, surpassing the excitement for popular stars like Timothée Chalamet and Scarlett Johansson.
Peter Becker, president of the Criterion Collection, remarked on the unexpected connections made in line, from film clubs forming to even engagements between attendees. The Criterion Mobile Closet, housed in the van, not only offers DVDs but also Blu-ray and 4K UHD films, spanning from recent hits like “Anora” to classics like “The Kid” from 1921, with a focus on the 1960s.
The van is a mobile version of the renowned “Criterion Closet” at the brand’s Manhattan office, known for its acclaimed “Criterion Closet Picks” video series featuring stars like Michael Cera and Willem Dafoe. This unique experience garners millions of views, boosts the Criterion streaming service, and influences cultural discussions.
Criterion, along with other boutique labels like Vinegar Syndrome and Arrow, is driving a resurgence in physical media, offering high-end packages of older movies. These specialty editions, such as Second Sight’s luxury release of “The Nice Guys” and Criterion’s Wes Anderson box set, cater to collectors willing to invest in unique and curated film collections.
The success of boutique labels like Criterion can be attributed to their personalized approach, creating exclusive artwork and extras for lesser-known films. This strategy has cultivated a dedicated collector’s market, fueling what some describe as a “second golden age for physical media.”
Despite the decline in DVD and Blu-ray revenue in recent years, there remains a steadfast passion for physical media among movie enthusiasts. While big tech companies have exited the market, industry experts believe that boutique player companies will emerge to fill the void, catering to the enduring love for tangible movie collections.
Filmmaker Eric Janvier echoes this sentiment, emphasizing the irreplaceable connection people have with physical media. His latest film, “Last Stop Video Rentals,” celebrates the nostalgia and resurgence of traditional video stores, highlighting the profound impact of physical media on movie lovers’ experiences.