I Luv Video — which operated for 36 years at multiple locations around Austin — is being resurrected as the nonprofit We Luv Video.
The brainchild of a group of devoted I Luv Video fans, We Luv Video aims to recapture the tangible charm of browsing physical movie rentals on DVDs and VHS cassettes. The new incarnation of the store will preserve the spirit of the original, with a focus on community events like movie screenings, eclectic film selections and an unwavering love for the medium.
recalled."Back in the early '90s, there must have been 350, 400 video stores in Austin. Literally, one in every corner. It was crazy." "If you wanted to really watch a movie — whatever, Top Gun — back then, you'd go to a Blockbuster. But if you wanted some cool movies, weird, avant garde movies, you'd go to I Luv Video," Bejarano said.Even as streaming services like Netflix crushed most of the video stores that remained, I Luv Video hung on. But rentals declined. By 2015, the business was down to just one location on Airport Boulevard.
Bejarano agreed to lease the collection of DVDs and VHS cassettes temporarily with the possibility of donating them, depending on the success of the store.
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