Take One Video
In 2000, three friends pooled their resources to take Take One Video under their wing, growing the rental store into studios that not only lend art, but create it. At its height, Take One had reigned over the East Bay with four outposts; eventually, however, its influence dwindled to a single location that was suffering from lack of diversity, the increasing availability of online movies, and the mysterious appearance of sitcoms in the late-night sky. The current crew's knowledge of diverse film genres helps visitors navigate the cult-movie selection, and a seven-day rental policy—with rewards for early returns—gives renters the time to cultivate their connoisseurship. Unsatisfied by the distribution and archival preservation of audio, images, and film, Take One's staff amassed backdrops and light modifiers to build a photography studio and began using their post-analog savvy to create digital scrapbooks of their clients' newly transferred files.