The criterion is very happy – standing in the rain on the morning of the cold Saturday, hundreds of them, waiting in a line that extends several blocks. Three fans, Daniel Solis, Marco Castaida and the entity of Muhammad, have been informed that they had reduced: they are the last people today to be allowed to enter the mobile standard treasury, a bright white delivery car that was decorated in the well -known video mark logo, which was stopping in Eagle Rock this week in front of Vidiots.
“I am very excited,” says Solis, 33. “It is a long wait, but it is a relief that we made.”
“He told me last night to wake up as soon as possible and just show,” says Castaneda, 33, one of Solis’s friends since they were in the seventh grade.
“This will be the first time that I bought any normative DVD tablets,” adds Mohamed, 24, who came alone. “Obviously, I saw them in stores, but this emerging event, you were like: this might be a great way to start this group.”
They arrived in the morning at about 9:30. (The squad started at 5 am) Because of the rain, Criterion employees allowed guests to start off the truck early, at about 9:45, at the same time approximately they officially closed the line to more people. “This is the closest thing to close,” says Nour Shami, the chief marketing official in the standard, at the top of the day. “It is not great to send people away.”
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Despite the irreplaceable rain and unpredictable winds, the comfortable crowd-a variety often a variety of millennials and zoomers- looks completely satisfied with waiting for their role. It may take hours, but they all feel up to three minutes to choose up to three films for purchase (with a 40 % discount) of the company’s catalog for more than 1,000 titles inside that truck, which is decorated to resemble the legendary treasury in the New York office in New York.
Perhaps there is no more than 67 -feet cinema storage room than a 67 -feet square known as the Criterion Closet. This small office cabinet is huge on social media thanks to Criternom’s “Treasury Options” videosand It was launched in 2010, which includes famous actors, managers and musicians entering the space, choosing movies to take the house and explain a reason that these films mean a lot to them. Videos, which are now more than 260, have become a show for film lovers, who enjoy watching their favorite artists wandering around the cinema in real, unhappy ways. Many integrated criteria have imagined what would be the case in that cabinet – to be coated with this comfortable cocoon of wonderful films. For them, the mobile wardrobe is the best thing.
“On the fortieth anniversary, we were talking about,” What can we really do to share all the people who love the movie? “Al -Shami explains about the origins of the mobile cabinet.” Someone said, almost as a joke, “What if we put the cabinet in a truck?” We were like, do you know what? exactly What should we do. “
The Mobile Closet appeared for the first time at the New York Film Festival last year, as Criterion offers guests the first opportunity to purchase the company’s films that are beautifully packed. (Celebrities who “Treasury Options” get their devices for free. (You will return to June 6 to June 7, parked at the Aero Theater during the famous Week Week Festival in Cinematheque.)
Despite all the viral success in Closet, CERERION executives appear to be rejected as a marketing tool. Al -Shami, who was employed just a few months ago, insists that “the standard is not a subsidiary of the brand or marketing.”
“The slow accumulation of confidence over decades is the way we will build an audience,” says Peter Baker, head of the Criterion Group, who interacts with fans who waited in the rain for hours.
(Etienne Laurent / for times)
However, Criterion has been keen to ensure a mobile phone cabinet. The company’s employees in New York flew on the weekend, wearing standard hats and distributing free brands. Standard head walks up and down in the line, he says hello to everyone, even when it rains. He wears a clear mind, it cannot be flicked because it answers the questions and carries the court in general. But he does not like to use the word “marketing” without placing it in fingers.
“About 10 years ago, there was this phrase that we used to use,” Baker told me. “We wanted to be a center In the culture of cinema, it was a welcome space for people around movies. We have done a set of things, but they turned into a lot of work and perhaps less clear. “
What proved his success in the end was something fast, cheap and unplanned that the company had started, in principle, in 2010: In September of that year, manager Guellermo Del Toro stopped at the office. The company has always had a guest invitation policy to seize any films they wanted outside the treasury, but this time, according to Baker, a social media person suggested that they take a picture of Del Toro in the cabinet and publish it online. Baker gave it an idea when he reached his iPhone. He recalls, “I think we may allow us to photograph him making his choices,” he recalls. “I think people may want to see it.”
Baker instincts are fruits. “He is a natural showman and a very generous person,” says Del Toro. “It was also excited. I don’t think there are any discounts in this video. I think it is at least three minutes, like the pop song. The model was invented.”
Del Toro Adherence to global cinema (Actually only two minutes) Set the template for what would come. “Something slowly, people started Asking Baker says: To do this, which is fun, it took his own life. “
Over the next fifteen years, videos have evolved. The company installed better lighting so as not to look very dark. Instead of photographing the iPhone, the camera was upgraded to the Canon C70. The presentation became more consistent, the original hand approach was replaced by hand with a fixed bullet of the subject in the middle of the frame, and the glorious treasury shelves full of rush surrounding the part of both sides and its successors.
“This happened about five years ago – it started as a preventive measure,” says Valeria Rotila, one of the producers of the “Treasury Options” series, along with Hillary Weston, about the decision to put the camera on a mountain. “People have given more space in terms of moving. It also gives them a feeling that they are able to browse, they are able to take things in their rhythm and be in a dialogue with themselves as they are in a dialogue with us.”
Celebrities such as Andrew Garfield and Idberry have helped to make Fandom’s wonderful movie – not to mention the gastric. Even before the standard began to photograph these visits, Baker suspected that this humble greeting in Cineville (and physical media) would lead to the impression.
He recalls, “It was really common, if someone came to the office, so that we can spend 45 minutes in the cabinet to talk only about the films.” “Something draws their attention and say,” I remember that I saw this in such a place that this person enjoys at this time and time, and this was moving for me in this way. “It was intimate.
You are the next! Visitors climb steps to Criterion Mobile Closet on Saturday.
(Etienne Laurent / for times)
When I ask people in the row of what they love in the “Treasury Options”, the word “enthusiasm” appears frequently. This enthusiasm is clear with guests’ willingness to enter the mobile cabinet. The truck door is left, where they enter, closed during this fast size, while maintaining the intimacy of “cabinet choices”, and it is fun seeing the next two people who are about to enter the cabinet. Some know exactly what they will choose. Some have two films, which leaves inspiration to seize the treasury for the third film.
“I am politically thinking today,” says Elizabeth McChyun, 31, who was planning to seize the “great dictator”, “face in the crowd,” and Haynez “safe”. “On every weekend, I was basically going to protest,” McChyun explains. “” “
Regardless of the number of times you saw, the shift in the faces of the fans after visiting their amazing mobile wardrobe. Any concern about films determined by melting. They often get out of the cheerful experience, not fully believing in what they just went through. Sometimes they clearly move.
“I imagined that it would be overwhelming but was also delighted,” says Daniel Troneco Velaskoz, 23, who was born in Peru and grew up with Thabet Childhood Films. “Every movie is a story that resonates with anyone. Just having all these films, it is amazing.”
Ryan Kwan, Left, and Jesse Lopez within Criterion Mobile Closet on Saturday.
(Etienne Laurent / for times)
It is really. Early in the day, I had Odysse for three minutes. Regardless of the number of “cabinet choices” you know by heart, regardless of how you convince you that you will not let the massive range of the group overwhelm you, it is a modest experience to be about many stellar titles: Do you go to the Bruce Lee Box group? Do you get one of the new versions, such as the recently recovered “sheep killer” from Charles Burnett, before it is available to the general public? You feel that the watch beats in your head, you know that you must make decisions quickly. I went with two films that I knew I wanted-“Dekalog” Krzysztof Kieślowski, “After Life”, then felt a wave of panic. Like many people in a queue, I went with my heart, and grabbed “Wall-E”, a movie that means everything for my wife and I.
According to the standard, the most popular addresses purchased on Saturday were “Twin Peaks: Fire Walk With Me”, “Anora”, Richard Linkater’s “The Spreen Trilogy”, “Pan’s Labyrint” and “The Virgin Suicides”. The truck was supposed to close at 8 pm, but the standard running for an additional hour. Then on Sunday, the participation rate was already very huge by 9:15 am that the company had to close the line, and broke the record on Saturday.
Certainly the large crowds and wonderful feelings are encouraging for Baker, but he insists that the popularity of “treasury choices” is difficult to determine.
“As a company, we have always participated mainly in the suggestion that the product He is Marketing – that the film He is “The important point where the brand is transferred to the market is by movies,” he says. “The slow accumulation of confidence for decades is the way we will build an audience.”
“Closet Picks” by Winona Ryder, registered in June 2024 but was published in late August, shortly after the death of Gena Rowlands.
“If Winona Rider makes you want to go to see” a woman under influence, “it is a tablet of disk that is also on the Criterion channel – but it is also on iTunes and Amazon – however, you can search for this movie, great.” “This is just energy generation around an important movie and performance.”
In other words, this standard is happy to lead you to the cabinet, but what you choose is up to you. Inside, you are the expert, you are the connoisseur, you are the person who re -calls him why the films are very crucial for you. This type of safe space is precious, a sufficient reason for the courage of elements and an endless font.
“Go to COMIC-Con,” says Rebecca Safir, 43, who is the background and the arrested work as an actor. “I haven’t been in Hall H 15 years ago, but I have things from my fans I cared about. It has been some time since I stood in a long line,”
