Video killed the radio star; streaming killed the video store.
So it is with Hastings Entertainment. The company has thrown in the towel and is in the throes of its final liquidation sales. Once upon a time, it was a source for books (at that time printed on paper) and music (at that time recorded in the grooves of vinyl platters). Video (at that time magnetically recorded on half-inch tape) and video games (at that time recorded on various types of electronic media) came later.
I found my first Hastings in the late ’70s, early ’80s in Amarillo, Texas. Rock music blared from speakers, the record section was huge, the book section was enticing, the posters on the wall bright with color. Some of the stores were found in those temples of consumerism, the indoor mall, but others could be found in the old-style strip shopping centers or stand-alone buildings.
When I went back to New Mexico, I found Hastings already had invaded, including a couple of stores in Santa Fe. Once the legality of home viewing of Hollywood movies on rental tapes was confirmed, Friday nights became busy places as individuals, couples and whole families came in looking for a weekend’s entertainment possibilities. Sometimes all copies of the movie they wanted were all gone, setting tempers on edge. A waiting game was sometimes played as employees brought in the returns from the drive-up drop-off bin. That paid off only occasionally, but for some customers, always worth the chance.
I worked one summer at one of the SF Hastings stores. I was assigned the Books section (naturally), and found that the chain practiced what I call the “shallow inventory.” This meant only those books that moved fairly quickly were stocked and if they didn’t, they were out. Even so, the sheer number of books was amazing. Once, the entire staff stayed all night doing a “purge” — the managers called it “inventory” — where we pointed a hand-held electronic device at the UPC code (the store pasted its own code over the publisher’s before the book went on the shelf) and if it beeped, the book was pulled. By daybreak, the aisles were jammed with the new rejects, which soon disappeared from the store, probably as fodder for the pulp mills. Or to return as bargain books to be placed on the special shelves. You could get some pretty good books for little money but of course the authors don’t get a cut of sales. Cheap for you, total loss for them.
Stocking the shelves was the Task That Would Not Die. The guys in receiving would cram wheeled carts with the night’s arrivals and they’d be waiting when I reported for work. Morning, noon or night, those damn carts never seemed to empty. Help a customer find a book, go back to shelving the new ones. Clean up the children’s section — another constant task; kids, you know? — go back to shelving books. Make the four thermoses of coffee in the morning, go back to shelving books. Put away the magazines and books left on the chairs where the customers had been reading and drinking coffee like the place was Starbucks (also just getting going), go back to shelving books. It lasted until it was time to play janitor and vacuum around the Books desk, the last task if you were the closer. During the night, some strange magic would be performed and the stocking carts would appear the next day loaded to the point of collapse again.
The only respite came when I was assigned to a cashier slot. I hated that, I’d rather shelve books than cashier. I’m not a people person, so being pleasant to a long line of customers was a real trial. Most of the customers were video renters, and if late charges showed up their accounts, they could get nasty. Gift certificates — not cards then, paper, another sign of antiquity — took special processing. And the soda companies thought it’d be fun to stick coupons for free drinks on the caps of the plastic bottles, creating another pain for cashiers.
Vinyl records were still the main option for music when I started. There was something zen about standing flipping through the eye-catching art on the sleeves. But, technology changes, as it always does, and new gadgets started rolling in. First it was cassette tapes (eight-track tape cartridges had pretty much withered away), then CDs slowly started to proliferate. (Digital audio tapes, DATs, came and went practically unnoticed.) Vinyl is having its last laugh, though, rising from the dead on wings of audiophile preferences.
On the video side, VHS won the war against Betamax, but soon they were succumbing to DVDs. Tech advances add new capabilities, but the disks seem to be the end of physical media. Streaming is the new paradigm for now, as it is for music and video games. Books still cling to printed life against e-books, but Hastings evidently missed the import of all this streaming and electronic downloading and such. So it has to pay the piper, as it were.
One time my friend and I were waiting our turn to get a Saturday night movie when a woman in the next line freaked because she didn’t want her name entered in the store’s computer. That’s Santa Fe, N.M., folks, and that’s not unusual. She asked if there was a video store that didn’t use computers, and, that again being Santa Fe, of course there was.
(That store was called Video Library, and Hastings reportedly opened a second store in SF with the express purpose of running them out of business. Didn’t work; they’re still renting VHS tapes and DVDs and still keeping track of them on file cards filled out with pencil. The locally owned bookstore, Collected Works, also has out-lasted Hastings. The record store, alas, didn’t.)
When Santa Fe raised the minimum wage, Hastings retaliated by closing one store (the one I had worked at, but I’d long since left). That left the one in the DeVargas Mall Center, which needed a viable store badly at the time as malls themselves were being rattled by changes in shopping habits. It wasn’t the only video store in town, but the Friday and Saturday crowds made it seem so.
In their heyday, the stores became nodes for pop culture. Comic books became a staple, and the stores stocked theme merchandise, everything from bobble-head dolls to clothing to posters to kids toys. Some electronics, too; headphones, portable players, that sort of thing. The last time I saw a Hasting store, the shelves were jammed, the music loud, the lights flashing. What they looked like the day before the bankruptcy was announced I don’t know.
The other cultural phenomenon Hasting rode for a while was the rise of the “speculation genres” — science fiction, fantasy, horror — into the mainstream of popular culture. The revolution in special effects in movies made possible by computers helped spark this boom. It was necessary. Harry Potter had jolted popular culture with a huge blast of storytelling magic. Seeing the movie version with the old special effect methods would have made them laughingstocks. Suddenly stories that had been around for years — Lord of the Rings, Chronicles of Narnia, Beowulf — became fodder for the new tech in the new movies. Along with that was the realization that books for children and young adults held some great source material for Hollywood producers eager to get a share of the disposable income the new generations of entertainment-savvy youngsters had rattling in their pockets.
I asked George R.R. Martin during a signing in the DeVargas store why he, having spent time in Hollywood working on TV shows, thought the old, venerable tales like Lord of the Rings had to be made into movies. He gestured around at the store with its mass of merchandise and said something like “it’s kind of obvious, isn’t it?” Uh, yeah, I said, but beyond money, isn’t just reading books good enough any more? We did agree that visual storytelling pulled in more people to the material than just books could, and perhaps some of them then would turn to the original sources, which was a good thing. Thus was Hasting’s mission defined: To be a conduit for fans to get access to their favorite stories be it videos, CDs, books, video games or music.
(This conversation likely took place around the time of the publication of A Game of Thrones, the first book in the Song of Ice and Fire series. Yes, it was possible to have a conversation with George at a signing because not many people showed up that day. Not like now, when such an event would cause eager fans to form a line that would go out the door, up the highway and into the next county. Plus, at that time, he had no desire to make a movie or TV series out of his tale. Ha, ha, ha, how quickly things change, right?.)
I don’t mean to suggest that Hastings was a haven for all that was cool and hip. It was a corporate operation that looked upon all that merchandise with a cold eye for profits, not cultural milestones. The stores looked pretty much the same inside wherever they were. The music playing on the sound system generally was top-forty, with only an occasional foray into something cutting-edge. (And when that happened, it was quite noticeable.) The trailers playing on the monitors above the cashier stations were for that week’s new movies, but if you wanted something more esoteric — small independent, foreign, cult, obscure — your best bet was to hit one of the local video stores. Same with the books. Same with the games. Same with the music.
The shutdown of the chain signifies the end of another American cultural touchstone, like the passing of the malt shops of the ’50s or the malls of the ’70s, and ’80s. And while Gen-Xers and Millennials might look upon this as just another Baby Boomer lamenting the passing of his childhood, it could be worse — this could be about head shops with their psychedelic posters, background sitar music, albums (vinyl, of course) with bands like Jefferson Airplane, Moby Grape, Canned Heat, Jimi Hendrix and such filling the racks, all in a haze of incense (and perhaps something, shall we say, more pungent). So count your lucky stars.
So long, Hastings, you were a bright and noisy source for home entertainment and the occasional community hang-out for a while. Now, if you’ll excuse me, I need to buy some stuff from Amazon.com.
George R.R. Martin, author of — in case you live under a rock or something — The Song of Ice and Fire series, a.k.a. Game of Thrones, is raising money for the Wild Spirit Wolf Sanctuary in northern New Mexico ( the wolf part) and The Food Depot of Santa Fe (the hungry people part).
A $25 donation will get you into the drawing for the grand prize, where the winner will be flown to New Mexico, meet with George, then fly to the sanctuary together (in a chopper most likely, not on the back of a dragon, more’s the pity). There are pretty cool goodies available for other donation levels, but some have already been snapped up. There are 59 days left (as of 6 June) in the campaign, and they’re a tad over half-way there. I don’t think there’s any doubt they’re going to reach their goal (George R.R. Martin! Wolves! Helping hungry people! What’s not to like?). And, mayhap, you’ll even get to see a movie at George’s theater in Santa Fe.
All the information is available at the Prizeo.com site, including how to donate.
Congratulations to George R.R. Martin and Jon R. Bowman on the reopening of the Jean Cocteau Cinema in Santa Fe, NM, this weekend (Aug. 9).
A labor of love, as the saying goes, an effort by Mr. Martin to bring back the one-screen, intimate theater showing interesting movies without too much worry about whether said film will top the weekend box-office charts, along with a recognition older movies still have something to say to us. Such theaters are an endangered species as the multi-theater multiplex continues to squeeze them out.
Usually, you find such efforts in larger cities because there’s a better chance pf success. Santa Fe is not a big city, but it has an eclectic population that does like alternatives in books, movies, restaurants and lifestyle. So, while its a risk, it’s not a pie-in-the-sky dream.
It takes more than just a love of film to open such a theater. It takes budgetary planning, a knowledge of finances, a knowledge of how film distribution works along with a knowledge about the films themselves, which ones are likely to draw an audience, what kind of an audience that will be and how many days they might be willing to come for a particular movie. That usually falls to a manager the owner — who might be a film lover but a bit weak on the mechanics of showing them — chooses to run his heater.
And Mr. Martin couldn’t have picked a better managerthan Mr. Bowman. He knows film, he’s studied them formally since college (and probably informally since he was a kid) and he reviewed them for many years for the local newspaper. As director of the Santa Fe Film Festival, he learned about the distribution of new movies and movies making the film-festival circuit. which film creators might be available to attend and making sure they’re treated right, and how to entice an audience to come and take a chance on these movies. All while trying to keep things on budget. While Mr. Bowman’s personal tastes in films are sometimes, shall we say, a bit skewed, he does know the value of bringing films with wider interest, especially when trying to make a go of a small theater.
And it won’t be easy. The bigger chain theaters will have first crack at the big movies (something the Bowman-Martin team likely wouldn’t be interested in anyway), but they’ll also be in the position to get the smaller ones, too. And in a few months, a new multi-plex might rear its ugly head a few doors down in the Railyard retail complex. Might open — there’s been talk for years about opening a theater in that spot, but all have failed in one way or another. This one looks the most promising, but the Martin project has a big advantage: It’s open now, it’s real, it’s showing movies, it’s not just talk, it’s not just a dream.
Well, it was once, a dream born of Mr. Martin’s desire to regain the pleasure he once had of watching movies in small venues where the crowds were small, the movies intimate, the popcorn tasty. (That last isn’t just a wish — when the Jean Cocteau was showing movies in its earlier incarnation, it’s was renown for having the best popcorn anywhere. Martin-Bowman are under the gun to repeat that.) Santa Fe is lucky Mr. Martin is in a position to make his wish a reality. And while one would would expect that because of Mr. Martin’s affinity for science fiction and fantasy, that’s all that will show there, but one would be wrong. Both Mr. Martin and Mr. Bowman know that to make a success of the operation, they have to attract as many movie-lovers as possible. This means a wide range of films, and you can bet that’s what we’ll get. OK, so maybe the opening films for the free-admission opening week — Forbidden Planet (1956), one of the classiest SF films ever made; Orpheus (1950) directed by the theater’s namesake; and Dark Star (1974), John Carpenter’s darkly funny look at space exploration — may be biased toward SF/fantasy, but let them have their new-toy fun, eh? Dark Star is the midnight movie, so they have your fun in mind, too, see?
So, raise your bag of popcorn in a toast to the rejuvenated Jean Cocteau Cinema, may it shine a light in the dark — so we can see at least the film.
More information and photos are on the theater’s website.