Vintage Film Retailer Loving the Classics Announces Continued Growth

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Vintage film retailer breaks from conventions of increasingly technology-driven industry with an assortment of classic movie titles, all available on either VHS or DVD.

Recent years have seen the home video industry almost completely taken over by on-demand streaming video sites such as Netflix, with traditional brick-and-mortar video stores, as well as retail giants such as Blockbuster, struggling to compete with new technology. In a world dominated by instant online access to movies and TV shows, as well as the convenience of Redbox kiosks, vintage film retailer Loving the Classics is waging a surprisingly successful campaign to protect the “good ol’ stuff.” The online retailer recently declared a profitable quarter and announced continued additions to its ever-burgeoning product line.

Indeed, though Loving the Classics is an online-only retailer, its services are almost shockingly far-removed from the instant-access services provided by a site like Netflix. Rather than stream movies online, Loving the Classics provides an enormous library of classic titles available for customers to purchase. These titles can be obtained in one of two ways—via DVD or VHS.

Though this relatively low-tech approach might seem to put Loving the Classics at a disadvantage to the leading industry giants, the company’s efforts have thus far proven surprisingly effective. Loving the Classics has obtained an Elite Seller rating from Reseller ratings, and its library of titles now extends well past the 3,000 mark, with hundreds of new selections being added all the time.

In fact, the retailer’s emphasis on keeping things simple is a big part of its success story. Over 50% of its customer base is comprised of the 50+ crowd, a demographic that is generally less interested in the get-it-now functionality of streaming video. This mindset also plays into the site’s film selections, all of which can be termed “vintage.”

In fact, the titles covered in the Loving the Classics library are all either so old or so obscure that they have fallen into the public domain, and have never been available on video or DVD anywhere else. In other words, Loving the Classics is literally the only place you can buy them. Some of the movie titles go back to the 1910’s, and none of them are more recent than the 1970’s. The collection is noteworthy to collectors and film buffs for its selection on rare westerns and film noir entries.

Given the specificity of this service, it is unlikely that the Loving the Classics model could ever surpass any of its more cutting-edge peers. What it has accomplished with its relative modesty, however, is far from unimpressive. The retailer continues to flourish in an industry where many are floundering, giving credence to the notion that an old-fashioned approach can sometimes be a winning one.


Loving the Classics is a niche retail site that specializes in vintage film titles. With a range of movies that date as far back as the 1910’s and include vintage westerns, classic film noir, and many other genres, Loving the Classics is an ever-popular service among film enthusiasts.

For more information about Loving the Classics, or to place an order, visit


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Mark Bennette
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