In the early 1980s, a small video rental store opens its doors in a bustling New England town amidst the booming popularity of the home video market. Founded by an ambitious yet quirky entrepreneur, the store grows from a modest collection of VHS tapes to an expansive hub catering to every genre imaginable. At its core, the shop becomes a haven for movie enthusiasts and community members alike, fostering relationships among regular patrons and the eclectic staff. Through personalized recommendations and lively in-store events, the store builds a loyal customer base, standing out with its friendly service and distinctive ambiance. The first half of the film explores how the founders turn their passion for cinema into a thriving business, overcoming challenges such as competition from larger chain stores.

As the story unfolds, the rapidly evolving technology landscape presents new challenges for the rental store. The arrival of DVDs and digital streaming services threatens its traditional business model, prompting difficult decisions from the owners who struggle to retain their loyal customer base while adapting to these changes. Personal stories of employees, from the enthusiastic film buff to the part-time student worker seeking direction in life, intertwine with the store's trials, highlighting their connection to both the shop and its unique role in their community. The film delves into themes of nostalgia, adaptation, and resilience as it tracks the evolution of media consumption against the backdrop of societal changes, leaving audiences to ponder the future of such cultural staples.