In Oakland, California, a nostalgic wave is sweeping through, reminiscent of a time before the era of instant streaming. This resurgence, driven by the belief that entertainment should be freely available to everyone, has given birth to the “Free Blockbuster” initiative. Echoing the iconic video rental chain that became a staple in American culture starting in the mid-1980s, Free Blockbuster is reviving the joy of physical media in an age dominated by digital consumption.
The essence of Free Blockbuster mirrors the community spirit seen in the “Little Free Library” projects scattered across neighborhoods nationwide. However, instead of books, these kiosks are stocked with VHS tapes and DVDs. The principle is simple yet profound: “TAKE a movie, LEAVE a movie,” accompanied by the nostalgic reminder to “Be kind, Rewind!”
Brian Morrison, a Los Angeles producer and ex-Blockbuster employee, is the visionary behind this movement. His goal is to dismantle the “myth of scarcity” by making entertainment accessible to as many people as possible, free of charge. A collector of VHS videos himself, Morrison inaugurated the first Free Blockbuster library in 2019 in his Los Angeles neighborhood of Los Feliz.
Since its inception, the initiative has seen significant growth, with dozens of kiosks appearing across the United States, including three in the Bay Area. The movement has even crossed international borders, with installations in Canada and Mexico. Individuals inspired by the cause are encouraged to create their own Free Blockbuster franchise, contributing to the spread of free entertainment.
The organization, FreeBlockbuster.org, suggests creative freedom in constructing these kiosks, with one innovative idea being the repurposing of abandoned newspaper vending boxes—a nod to another victim of the digital revolution. Once established, franchisees can brand their library with the Free Blockbuster logo, further solidifying their connection to the movement.
For those unable to build a kiosk, the website offers fully decorated Free Blockbuster boxes for purchase at $349, ensuring the expansion of this community-driven project. Franchisees are also urged to promote their locations to foster momentum and community engagement.
The Bay Area’s latest addition to the Free Blockbuster family is located in Rohnert Park, established in January at 1376 Garmont Court. Owned and operated by a decade-long former Blockbuster store manager, this location embodies the passion and dedication of those involved in the movement. Additional kiosks can be found in Oakland and San Jose, each hosted by businesses that share a love for the Free Blockbuster initiative.
In San Jose, the Gameshop Downstairs hosts a library, offering not just movies but also video games, music, and even VCR and DVD players—anything that the community might value. This inclusivity and generosity have made the Free Blockbuster a cherished resource, especially among the city’s unhoused population, providing access to entertainment and a sense of belonging.
Free Blockbuster stands as a testament to the power of community and the enduring appeal of physical media. In an age where digital dominates, this movement offers a tangible connection to entertainment, proving that every Free Blockbuster library is, indeed, a valuable service to the community.