BATTLE GROUND’S Twilight Video is a rare example of a small, privately-owned video store surviving in the industry. Owner Brian Tidwell is pictured here in his Battle Ground store. Photo courtesy of FH Browne.
Video stores, the big box ones that is, are just about gone. Relics of an earlier day before Netflix, Hulu and the Redbox, online streaming of movies, cable and satellite channels that send movies right into your home.
Blockbuster filed for bankruptcy in 2010, as did Movie Gallery and Hollywood Video with each of them going under while facing significant losses, defaulting on loans, and having liquidated thousands of videos. After 20 years in business Hollywood Video is closing the curtains, and has been liquidated, as are the 1,900 Game Crazy Movie Gallery locations as well as many of Dish Network’s 7,500 worldwide Blockbuster stores which are also nearing their final scenes.
Around the country small video stores, many of which have long struggled against the video rental giants, are thriving even as the mighty oaks of the retail forest continue to fall. Battle Ground’s Twilight Video is one of those small, local video stores that is thriving, in spite of the trend in the industry.
By practicing good customer service, finding a niche and staying focused on what they do best, these independent video retailers, some still renting VHS tapes, are succeeding in spite of the burgeoning online video business.
“It’s my passion to keep this business going,” said Brian Tidwell, owner of Twilight Video, located at 1417 SE Rasmussen, Suite 101, Battle Ground. “This is something I love. I’ve been renting movies since they invented the VCR and we like what we do. My wife Lynne, my son James both help me run the business day to day and we think smaller operations like ours certainly have a place in the community and serve a need.“
Having a passion for what they do is one thing the smaller entrepreneurs, like Tidwell, have in common. While the big guys were constantly updating their product mix and getting rid of the less popular titles to make room for high turnover movies, Twilight has focused on creating a breadth of offerings.
“We specialize in documentaries, old classic movies, concerts, kids movies and programs, and other special interests,’’ Tidwell said. “The bigger box stores just focused on new movies, and bought dozens of copies of every new movie. We’re more selective.”
The secret to survival according to Tidwell?
“Have the stuff people ask for and be able to answer people’s questions,” he said.
Tidwell also advises small businesses — in any industry — tailor their products and services to customer preferences.
“Once I see what people are interested in I focus more on those, which in our neighborhood is classic Hollywood smaller audience films, and a small but diverse variety of selections,’’ he said. “But, of course, we do buy and bring in the latest hits as well; we have to serve that customer base as well. We’re growing and getting stronger every month and we’re only in our second year.”
In the future, he’d like to possibly open 2-3 more stores locally but isn’t in any rush to do so.
“We don’t want to get too big for our britches,” he said.
Not only do some small video outlets make money renting tapes, they have created another income stream by selling VHS tape collections on commission. The company sells VHS tapes at a discount. It’s a good deal for the buyer, the seller, and, like Twilight, many of the smaller companies will trade DVD’s – something you’d never see in the larger stores.
Finding ways to serve their customers allows the small mom and pop stores to build an ongoing relationship with those customers.
“People still like that personal touch,” Tidwell said. “Being able to talk to someone and ask for recommendations is important. So many people are tired of dealing with big businesses, they kind of like knowing the owners are local and understand what they want to watch.”
To reach Battle Ground’s Twilight Video, call (360) 666-1479.
