Oakland North

audio slideshow by MARTIN RICARD

The Video Room to North Oakland is like peanut butter to jelly: You can’t have one without the other.

Not only has the independent video rental store remained open for 30 years, but it also boasts one of the most stunning collections of cult and classic films in the East Bay. Not to mention the full staff of knowledgeable movie buffs and a section solely dedicated to local films.

But with the advent of Netflix and other video entertainment innovation, the Video Room has taken a serious hit. The store, at 4364 Piedmont Ave., recently was downsized to about one-third its original size to stay afloat and to compete with the rest of the video rental market.

With a new year, however, the staff at the Video Room have decided to stay in the game for the long haul. During the first week of 2009, the store is celebrating a new look and a reorganized group of collections–including popular British TV standouts, a complete Disney section and a “director’s alley” with films alphabetically sorted by each of the major film directors. The store also is offering a host of new incentives, such as senior rates, special prices for family films and a free rental to all new customers.

Most of all, the store still has the same down-home charm that has made it a mainstay in the community. See the project below.