How The Last Blockbuster is Using the Power of Nostalgia

Using short term gimmicks could reap benefits

When I first read that the last Blockbuster was turning into an Air Bnb I was dismayed. How dare they take something dear to me and destroy it like that?

The thought of turning something so incredibly pure into a rental property for people to stay in was nauseating. How was I ever going to make that cross-country trip now to buy myself some over priced Mike and Ike candies, Red Hots, and a Blockbuster shot glass?

The last of the 90’s would be no more!

The 90’s was a truly great era. So much great music that came out of that time period, such as Right Said Fred’s “I’m too sexy” or Hanson’s wonderful diddy titled MMMbop.

I would also be remiss in my duties of recalling the decade if I don’t discuss the films of the era. Classic films such as the Tim Burton masterpiece “Batman and Robin” or that genius film starring Carrot Top “Chairman of the Board”.

So many weekend evenings spent sitting on the couch with friends eating Domino’s pizza and playing a rented copy of Mortal Kombat on the Sega Genesis.

Ahh the 90’s. Such a wonderful decade to remember.

Creative Merchandising

All sarcasm aside, the 90’s has created some powerful memories for those who grew up during that era and Blockbuster is using that to fuel it’s business. The world will never see 9,000 Blockbuster stores littering the nation again like we did by the early 2000’s.

A lone single store located in Bend Oregon still manages to survive despite being a business that is no longer needed.

Since the world began streaming movies online the idea of driving somewhere to rent a film for the night seems absurd. For the Gen-x and Millennial generations, however it is a powerful nostalgia. One that would drive them to travel thousands of miles just to see a place that still rents dvd’s and vhs tapes.

If you grew up during those generations it is a little slice of your past. Although Blockbuster was often times spat upon in a similar manner to what Gamestop is these days the nostalgia still holds strong. So powerfully in fact that the last Blockbuster has actually become a tourist destination.

Blockbuster obviously won’t be able to sustain itself on video rentals to travelers alone. This is where the idea of selling memorabilia comes in. Anybody can purchase Blockbuster merchandise on Ebay. Yet the power of having a story to tell is much more enchanting.

Driving across country to buy a Blockbuster hoodie and coffee mug is more appealing than simply ordering online. Those trips themselves will also create more points of nostalgia in the future. Good memories to last a lifetime.

Creative Marketing

Nostalgia can be a powerful tool, but it occasionally needs to have the flame stoked to remind everybody about it.

Blockbuster used a rather ingenious publicity stunt to get themselves a bit of free publicity and to drive the fans wild. They decided to turn a small section of their store into a “living room” from the 90’s. It includes a dvd player, vcr, and even an old box television to give the true feel of the decade.

For a few lucky people they will be able to rent the location for a night. The price point of $4.00 is unbeatable. It is an incredibly limited rental of just 3 nights that is only open to locals. Unfortunately for most we can’t make the trip to stay overnight at the Blockbuster Inn.

While Blockbuster won’t make bank at the price point the free advertising will surely be helpful.

Built on Nostalgia

Much of American pop-culture thrives on bringing back old things and making them new. Record players, Nintendo Entertainment Systems, and even Rubix Cubes are a few products that have made a resurgence in the past few years.

Then there are all the other companies that have used the nostalgia gimmick to make a quick buck. In 2014 the Coca-Cola company brought back the 90’s staple drink Surge. Initially it was supposed to be a temporary re-release, but sales were high enough that it ended up staying on the market.

There is also the film and television industry. Much of the Disney brand is a trip down memory lane.

Most recently they have been remaking live action versions of a number of their old cartoon movies, such as Aladdin and Mulan. Along with the reboot of the Star Wars franchise, Disney is cashing in on people’s childhoods.

Lucky for us those feelings of nostalgia and longing for a time long past are a healthy thing according to the Journal of Personality and Social Psychology. Their article, published in 2015, shows that nostalgia can help to improve ones mood and to provide motivation.

As for Blockbuster, the idea of taking a location that exists purely for nostalgia’s sake and turning it into and Air bnb is an incredibly ingenious marketing move. The cost for the location to do this would be fairly minimal, but the press generated from this could help to increase awareness and is marketing 101. Why pay to advertise when the news media can do it for you.

Floyd Mayweather would be proud.