Melbourne's last video store thrives as young people embrace physical media

In the heart of Melbourne's CBD, Rex Rekhi's video rental store feels like a portal to the past, yet it buzzes with a distinctly modern energy. Rows of DVDs, CDs, and vinyl albums fill the space, and Rekhi, the shopkeeper, finalizes sales with a smile, noting a significant shift in his customer base.

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Ten years ago, the average age of people walking in here were, 40, 50, 60. Now [its] 20 and 22, we are even getting teenagers.

"Ten years ago, the average age of people walking in here were, 40, 50, 60. Now [it's] 20 and 22, we are even getting teenagers," Rekhi said. He expressed surprise at young customers' knowledge of classic films from the 1940s, a far cry from 2013 when he considered closing shop due to the rise of streaming services. "At that time we were in freefall," he recalled.

Rekhi observes a noticeable increase in customer numbers this year, with many expressing fatigue with streaming platforms. Young people are frequently coming in to purchase their first physical copy of a film or album. "After COVID, streaming was going well, but then every streaming service gave birth to two or three more … [and] you still don't have everything," he explained. "They are saying it is time to own something again."

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At that time we were in freefall.

Cinephile Jarret Gahan echoes this sentiment, curating a personal collection of beloved hard copies. He notes a growing trend among movie enthusiasts who cherish specific films or TV shows, especially as streaming services increasingly remove content from their back catalogs. Gahan highlights that physical media offers unique features often absent in streaming, showcasing a 1984 fantasy film's A5-sized box containing a press kit, lobby cards, production notes, and multiple discs with special features. "It is a piece of art," he stated.

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After COVID, streaming was going well, but then every streaming service gave birth to two or three more … [and] you still don't have everything. They are saying it is time to own something again.

While large retailers scale back their physical media offerings, Gahan points out that smaller outlets are specializing in unique editions and catering to a burgeoning community of enthusiasts. "Now we have all these boutique labels releasing stunning [hard copy] issues … curating newly created special feature content," he said. This resurgence suggests a desire for tangible ownership and curated content, pushing back against the ephemeral nature of digital streaming.

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I buy the films that I love.