Video Adventure Holding Its Own Against the Big Guys

By Victoria Scott

Manager Larry Maday of Video Adventure in front of the foreign films collection.

Those who predicted the disappearance of the independent video rental store - including Reed Hastings, Netflix CEO - would have a hard time explaining Video Adventure.

Evanston's 25-year-old Video Adventure, 1926 Central St., along with its fraternal twin at 631 Chicago Ave., are doing just fine, says Central Street manager Larry Maday.  His actual words were, "Video Adventure has stayed the same."

It has stayed the same in a lot of comfortable, small-town ways, having focused for two decades, he says, on "independent, cult, documentary and classic films."

Despite the advantages of online and mail DVD rental giants like Netflix (with its tens of thousands of selections) and of large-chain powerhouses like Blockbuster (with its multiple copies of new releases), Evanstonians seem to like doing business in their neighborhood.

Caroline Hauser, who lives within blocks of the store, says she and her husband subscribe to Netflix and are cardholders at Blockbuster.  But they still frequent Video Adventure.  "Often, last-minute, we decide we want a specific movie, and we can walk and get it," she says.  "Sometimes we want a movie and we don't know what movie, and we can get a recommendation [at Video Adventure].  They know so much.  They have seen everything."

Mr. Maday, who grew up in north Evanston and has worked at the Central Street location for eight years, seems happy to analyze why his store has survived while many have failed.  The market share of movie rentals at independent stores plunged from 55 percent in 1997 to 38 percent in 2004, reports the Entertainment Merchants Association.

Mr. Maday says he believes one reason for Video Adventure's enduring appeal is that they still carry VHS.  Some of their tapes are more than 20 years old and not available on DVD.  So aficionados can still see that oddball film they loved when videos were new.

He also credits the straightforward rental policies of the store.  "People are looking for something simple," he says, alluding to competitors' changeable and often complicated rules and deals.

So Video Adventure, whose film-loving owners live in Northbrook and Schaumburg and leave operations to Mr. Maday, keeps it simple - $3.50 for one film for three nights, with a $1-per-day late fee.  "If you don't watch it in three days, the chances are slim that you're going to watch it," he says.

The store's long-standing midweek special (now $2 for Wednesday overnight) is about the only exception to the single-price rule - unless you count the special exceptions an indie store can make.  "For kids who get their wisdom teeth out, we sometimes work out extended time [for returns]," says Mr. Maday. 

The staff accepts reservations for movies every day but Wednesday.  "We recommend [reservations] for "buzz movies and sequels [or prequels to films playing] in the theaters," says the manager.  When Guillermo del Toro wowed critics and audiences with "Pan's Labyrinth," he says, "everyone wanted to see his earlier work."

But Mr. Maday says he thinks the biggest drawback to ordering movies online is "losing the human factor."  That loss is Video Adventure's gain.

"Our customers love to come in and talk about movies," he says.  "It's the joy of sharing something with someone."  Employees listen to their customers, keeping notes of requests.  Mr. Maday considers these in placing his monthly orders.

When customers walk in, he points out, "someone says hello and offers to help."  Video Adventure clerks - six or seven strong and cinephiles all - have cultivated certain genre specialties, says Mr. Maday.  Ari loves cult and horror films and samurai movies. 

Molly, a film school grad, is "the pop-culture expert who keeps her ear to the ground," tracking TV hits like Showtime's "Tudors."  Pete's realm is classics, film noir and silent films.  But all of them caught the spirit when they held Patrick Swazye Night, with posters, karaoke and video films running on the TV near the entrance. 

The staff helps generate movie ideas with end-cap displays - Bill Nighy movies, for instance, or movies filmed in Chicago - designed to "inspire customers to look around," says Mr. Maday.  "Ordering online is not the same as roaming the aisles."

Employees have recommendations, he says, for "a dad with eight girls coming over for a sleepover," or they can say, "Teenage boys like this."  They can tell a squeamish customer when to shut his eyes (during the slaughter of a steer in "Fast Food Nation") or warn parents about rough language in "Little Miss Sunshine," he says.

Mr. Maday says the staff can predict when "the place will light up with customers."  Snowstorms bring them in.  So does hot weather - and summer in general.  Fridays between 5 and 7 p.m., when the commuter trains roll in, people grab food and come over for a movie.  "It's fun," he says, with kids sitting on the floor and a Charlie Chaplin movie playing.  At times like that, says Mr. Maday, "It's not even a job.  It's like a clubhouse."

Davis Street Green District To Hold Grand Opening

Three new woman-owned businesses will celebrate their grand openings in unison over the June 1 weekend, to promote healthy green living in Evanston. Each store features organic and earth-friendly items to help embrace a green lifestyle.

The businesses are Ethical Planet, 1110 Davis St., healthy living general store; vegan, organic, cruelty-free, Earth-friendly.

Tink-Tinks, 1104 Davis St., fun and funky products for the modern parent.

Wild Tree Café, 1100 Davis St., organic food co-op, café and sustainable catering.

The grand opening celebration kickoff will begin at Wild Tree Café at 7:30 p.m. on June 1, with a free community meditation circle and party afterwards.  

The celebration will continue between 10 a.m. and 8 p.m. on June 2 - longer at Wild Tree Café - with a closing drum circle at Wild Tree Café.  

Saturday's events will include free demos at each location, vegan food tasting at Ethical Planet and smoothie tasting at Wild Tree Café, free samples, raffles, live music, store discounts and family fun.

Contact Fran Horvath of Ethical Planet,  847-866-2088, or Jaqi Boyer of Wild Tree Café, 847-656-6472.