How This Blockbuster-Inspired Pop-Up Created a Nostalgic Experience For Guests

ATLANTA—Nineties kids, rejoice. A Blockbuster-inspired, immersive theatrical experience has taken over a vacant retail lot at Avenue West Cobb in Marietta, Ga., about 45 minutes outside of Atlanta. Opened on May 5 and running through June 12, MovieBuster: Save The Video Store taps into everything customers know and love about the closed-down movie-rental chain—from a VHS in place of a traditional movie ticket, curated “Kodak moments,” and actors-turned-employees playing ‘90s cinema archetypes. Even the MovieBuster logo is reminiscent of Blockbuster’s in its blue-and-yellow-clad ticket shape with block lettering.

Erin Stegeman, the creator and director of MovieBuster, said that the idea for the Save The Video Store experience “came out of a postpartum sleep haze,” adding that it was 2020, and she had recently given birth to her daughter, Alma. In an ode to Blockbuster, MovieBuster: Save The Video Store features a replica of the closed-down movie rental store's VHS-lined aisles.Photo: Joe Funk, Into The Film

“It was 2 a.m. and [the baby] wasn’t sleeping, so I threw on Captain Marvel. There’s a moment in the movie where the titular character crashes into a Blockbuster, startling the patrons, and I had the immediate thought of, 'Oh, that would be so cool if the movie I was renting suddenly started happening in the video store,'” she said.

Immediately, Stegeman knew the concept could be brought to life with an immersive experience. “I had it outlined the next day” and said by the next week, interactive production company Into The Film was helping execute the production.A branded photo-op showed off MovieBuster's logo, complete with the ticket shape, coloring, and block lettering reminiscent of Blockbuster's branding.Photo: Joe Funk, Into The Film

The MovieBuster experience is 75 minutes, built around the premise that guests are immersing themselves in tropes from their favorite ‘90s movies. Guests are encouraged to dress for the occasion (think: a yellow-plaid skirt like Cher wore in Clueless, wide-legged trousers and a button-down knit shirt reminiscent of Henry Hill in Goodfellas, or a dino costume in a nod to Jurassic Park). 

In an ode to Blockbuster’s VHS-lined aisles arranged by genre—which shut down operations back in 2014—attendees will also get to walk through a replica store. And afterward, guests can get as involved as they’d like in interacting with the ensemble cast of employees, sipping on drinks from the sci-fi-themed bar, discovering secret spaces, or purchasing '90s-themed merchandise from an on-site store.

Production designer Matt Brohammer was tapped to bring in elements that made attendees feel as if they’d traveled back in time. “There’s old school video games that actually work (no quarters needed), trinkets and candy people can buy during the show from an ‘employee,’ and a solid improvisational cast that may just put you on your own special mission,” Stegeman explained.In an ode to Blockbuster, MovieBuster: Save The Video Store features a replica of the closed-down movie rental store's VHS-lined aisles.Photo: Joe Funk, Into The FilmTo create the video store experience, interactive production company Into The Film took over a vacant retail space.Photo: Joe Funk, Into The Film

She added of the guest experience: “Guests can expect to compete in games, interact with our hilarious cast, who all exemplify ‘90s cinema archetypes (the problem kid, the risk-adverse rom-com lead, etc.), or just sit in our lounge and watch the action unfold.”

But it's not just a store—beyond the Save The Video Store experience, there’s a pop-up bar serving themed cocktails and mocktails courtesy of Randi Glover, founder and CEO of All That Jazz Entertainment.“Guests can expect to compete in games, interact with our hilarious cast ..., or just sit in our lounge and watch the action unfold," said Erin Stegeman, the creator and director of MovieBuster.Photo: Joe Funk, Into The FilmStegeman said of the actors, who were hired through a casting process courtesy of Stephen Beehler of the Role Call Theater: “The cast is incredible. They have great chemistry together and constantly keep me laughing.”Photo: Joe Funk, Into The Film

Even social media efforts have been themed, Stegeman said. “A fun thing we did and continue to do is have our promos be inspired by iconic ‘90s films, but set within the context of a video store,” noting that she’ll post iconic movie scenes to the faux video store’s Instagram page to garner buzz, including the infamous 10 Things I Hate About You poem. 

To attend MovieBuster: Save The Video Store, visit its website to purchase tickets. The PG-13 pop-up is $49 for general admission or $75 for VIP tickets, which include two alcoholic or nonalcoholic beverages.

VENDORS:
Casting: RoleCall Theater
Contributing Writers: Alejandro Dowling, Zach Kanner, and Ariel Barber
F&B: All That Jazz Entertainment
Graphic Work (Posters & Cutouts): Molly Hersh
Line Producer: Stephen Beehler
Marketing/PR: Mandy Kay Marketing; Passionflix
Production Company: Into The Film
Production Designer: Matt Brohammer 
Stage Manager: John Carucci
Venue: The Avenue West Cobb
Videographer & Editor: Joe Funk