"Generation X" From The Cord: January 18th, 1996 It might not be all done up with black leather and chains, but nobody can deny the place has an underground feel to it. From the copies of "Frank" and "Out" magazine that adorn the wall to the bowl of free condoms by the cash register, the place is definitely an alternative to Jumbo Video. Welcome to Generation X. Generation X is the self-described "alternative video rental store" that opened December 3 at 69 Regina St. North in Waterloo. The brainchild of local entrepreneurs Floyd Chan and Mike Greaves, the store seeks to provide a "mind candy for your intellectual sweet tooth" to members of Waterloo’s arts and student community. Hard-to-find and off-the-wall movies are the specialty: foreign films, rare classics and animation specials that can'’ be found in ‘mainstream’ video outlets are here. It also houses a smattering of new releases and popular favourites, organized by director. Their insistence on uncut, undubbed and uncolourized film has also been of great appeal to movie "purists", said Chan. The senior partner, at age thirty, cut his teeth in the Canadian music industry. Video junkies have been flocking to the outlet from everywhere in Waterloo Region, Chan said, with customers driving from Guelph or further to browse their collection. One favourite rental is called "Wings of Desire". Greaves, a University of Waterloo film student, said that people have been coming in just to rent the previously unavailable title.
Greaves, a self-professed movie addict, is certainly one of those who have eagerly awaited Generation X. He shares a great love of film and a vast amount of movie knowledge with his clientele. This familiarity with the movie business, he believes, helps to differentiate the store and its philosophy from that of other outlets. "How can you provide good customer service if you don’t know what your business is about?" he asks. Chan and Greaves’ enterprise has endured many challenges since its inception last May. Finances have been a concern, as have reluctant landlords. Many building owners were reluctant to rent to a ‘cult’ video store,’ Greaves said. The partner’s grassroots philosophy is evidenced in every aspect of the business. The interior of the ‘flagship store’ was created and built exclusively by the partners. The wooden shelves for the movies were all constructed by hand, and the cases for the videos were all purchased second-hand. In finding video rentals for the store, the owners ran into their most serious difficulties. "The video industry is very closed," said Chan. "The whole [distribution] system is out of wack". For that reason, the pair had to go to outside the mainstream of the industry and do a bit of creative searching. Greaves and Chan tracked down movies in some interesting ways. They contacted American distributors, rooted for hours through boxes of used – and often useless – tapes, and enlisted the help of Internet users. Chan recalls several trips into Toronto’s Chinatown in order to secure sought-after movies from Hong Kong. The pair, speaking only English, would spend hours searching through catalogues and using sign language to communicate to Chinese movie owners. Great pains are also being taken to keep the store’s grass roots philosophy. "We’re always taking others opinions," said Greaves. "We’ll take requests. If someone wants something, we’ll go out and find it." This commitment to the community and their customers will continue into the future, said Chan. "This [store] is not about capturing a [huge] market share." For now, they said, Generation X attempts to provide an alternative to mainstream culture. It also provides Chan and Greaves with the opportunity to break from the labels that are frequently placed upon their generation.
"Someone’s go to rock the boat, right?"
|
The
store was conceived from the pair’s discontent with the lack of selection on the
local video market. "There’s a need that’s not being met by the mainstream
stores" said Greaves. "People have been waiting for a store like this [in
Waterloo]."
"The
media has misappropriated what Generation X is about," Greaves said, labeling them as
"slackers" who don’t want to make money" or be successful.
"We’re not out to re-appropriate that image. We want to make a living and do
what we want to do," he added, even if that goal is contrary to the "dominant
media image."
