Walking around the Toronto International Film Festival this year, there was a unique attraction drawing large crowds. A dusty white van filled with old DVDs created a line that stretched for blocks, with fans patiently waiting for hours for a brief interaction.
The star of the show was not a celebrity like Timothée Chalamet or Scarlett Johansson but rather the Criterion Mobile Closet, a van stocked with a variety of films, including Blu-ray and 4K UHD movies spanning from classics like “The Kid” to modern hits like “Anora.”
Peter Becker, president of Criterion Collection, expressed excitement over the connections and experiences formed in the line, with film clubs being created and even engagements happening among attendees. The mobile van is an extension of the popular “Criterion Closet Picks” series, where celebrities like Michael Cera and Willem Dafoe select their favorite films.
The success of boutique labels like Criterion has contributed to a resurgence in physical media, with collectors showing a renewed interest. These labels release high-end packages of older movies, with prices ranging from over $100 for limited editions to deluxe box sets priced at $400. This niche market has thrived due to the unique artwork, commentary, and extras provided with each release.
Despite the decline in DVD and Blu-ray revenue in recent years, there is optimism among industry experts that boutique companies will fill the gap left by major manufacturers exiting the market. The enduring passion for physical media is evident in the continued support for these labels, as seen in the success of films like “Summerhood” and the enthusiastic response to the Criterion Mobile Closet at the film festival.