A grand hit of 90s nostalgia has washed over Soho. Powered by a certain ever-popular chocolate and wafer bar, Blockbuster popped up in London despite having gone defunct in 2020. The marketing idea hasn’t come out of nowhere, of course. As technology continues to power us to new forms of entertainment, a positive reflection of what once was continues to grow. While a fondness for the entertainment hub wasn’t enough to keep Blockbuster alive and well, it has been enough to warrant other classic entertainment staples being remade for modern platforms.
Tapping into the Fond Memories
Blockbuster was an icon of the 1990s and 2000s, being the go-to place to rent films and TV shows for a great night in. The need to go to Blockbuster quickly waned, however, due to one of its main competitors pivoting the approach. Netflix not only allowed for online picks to be posted directly to customers, but then it became the streaming giant that it is today.
Still, the Blockbuster experience is remembered fondly in the age of on-demand, instant viewing. That’s why KitKat has brought it back to celebrate its sharing bars. Blockbuster was always about finding a great story with others, enjoying it at home, bringing it back, and picking another. The KitKat sharing bar is here to help Britain ‘Break Better’ with its Blockbuster pop-up to go all-in on inducing nostalgia for a great night in.
Even though Blockbuster hasn’t been gone for too long, with it significantly winding down in 2014, there is still a sense of nostalgia for the brand. This is almost certainly because nothing like Blockbuster exists anymore and the experience of going to the stores was so different to what we need to do now. Unfortunately for the company, physical movie rentals aren’t one of the once-enjoyed retro activities that have translated to the new state of play.
Blockbuster Just Couldn’t Adapt in Time
Actually re-launching a Blockbuster-style store would, naturally, be foolish, but having it come along as a one-off series of pop-ups for promotional purposes can certainly serve a purpose. Blockbuster didn’t adapt to the new state of play, with Netflix taking over in all regards. Pivoting to digital was key, as it has been for just about every form of entertainment – particularly in regard to going digital and offering a subscription service.
Some additional classic forms of entertainment have been able to adapt. It took longer than the likes of tables and slots, but bingo has fully embraced the digital space now. Not only are there online bingo games with modernised features and variations, but the bingo hall experience beloved in the 20th Century has also been replicated in the new range of live bingo events that take place throughout each week.
The classic game of bingo proved that not all forms of in-person entertainment have to fade as technology moves us forward. Netflix went from making renting movies available online to just hosting thousands of them on one platform that’s accessible for a cost-effective subscription. Blockbuster could have made similar moves, but they just didn’t see the move to digital quickly enough, having invested tremendously in their locations.
Blockbuster was brought back to Soho for a hit of nostalgia and to encourage everyone to enjoy better breaks with a brand-new KitKat bar. Hopefully, the pop-ups have inspired more locals to take the time to unwind in the ways we would in the 90s.
