If you were living on this planet in the ’80s or ’90s, chances are you have fond memories of your local video store. ‘Stuck On VHS’ brings the VHS era back to life through its small but essential ephemera: rental stickers. These stickers capture a time and place where movies mattered and video stores ruled! ‘Stuck On VHS’ also contains essays by Lunchmeat editor and Video Vortex culture captain, Josh Schafer, and three peelable pages of rad stickers for your own VHS collection.
Gone are the days of local video stores. The friendly staff that knew you and your taste in movies eradicated by the advent of digital platforms with endless taste. Old-timers talk about the video era with profound fondness. ‘Stuck On VHS: A Visual History of Video Store Stickers’ brings acute nostalgia to the fore by examining the culture of video rental stores through the tiny stickers slapped on VHS cassette tapes. It evokes a sharp synesthesia of the long lost video store, reminding those of us who lived in that time of the true value of our home video stores while still staying quirky. It basks in raw nostalgia never settling for thoughtful analysis but simply maintaining its warm glow of remembrance.
Alamo Drafthouse is at it again: embracing the niches of film-lovers by creating something they will appreciate. Following the creation of “Video Vortex” (a cult movie and b-movie revival institution), video historian Josh Schafer returns with the first book of the new publishing arm for the Drafthouse. ‘Stuck On VHS: A Visual History of Video Store Stickers’ is the perfect book to start off the unique brand of the Drafthouse. Those of us blessed to have ones know they work hard to remember the roots of cinema, video culture, and just plain uniqueness. Schafer’s book captures the spirit of love “Videovore’s” have for their lost medium, transmitting it near perfectly even to the younger crowds.
We forget: VHS tapes stayed around as long as 2001 (as evidenced by a sticker specifically labeled 9/11/2001) and their role as an institution goes largely ignored. I was lucky to catch the heyday of Blockbuster DVD rentals. They always had titles I couldn’t rent (but whose covers intrigued me) and sweet deals on popcorn/candy when you check out. This book thoroughly reminded me of that place in a way so profound I can practically taste the butter. It’s truly a love letter, and for a brief period, I returned to that golden era of instant rentals.
This coffee table book accurately reflects the culture of videotapes. It features entire galleries of “Be Kind, Rewind” stickers. I enjoyed the simple design of the whole book and while I appreciate the unadulterated love of videos, I crave just a little bit more. See, I’m young enough that I need more background knowledge. I want some facts and statistics so I can safely place this period of time and understand its rise and fall. Of course, that’s not what makes this book the joy it is and might even ruin its nostalgia. Naturally, what I want and what makes this book great are two completely different things. I’m more than happy with this book. I recommend all fans of VHS culture and Videovores check this out. For those of you who never rented a tape in stores, don’t fret! The whole thing’s retro vibes come across so completely you’ll instantly feel the mood. If this is the first book coming out of the Drafthouse’s publishing arm I’m more than excited. They have several incredible writers on staff their I’ve been following for years. I eagerly await what further texts on film culture they may publish next!
Available for sale at Alamo Drafthouse theater locations and MondoTees.com January 20th.
