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March/April 2004 Living Now
Doing Well by Doing Good
Video store cashes in on Spiritual Cinema

When Andi and Adam Black, owners of DJ's Video launched a "spiritual cinema" section in their video rental store in Ashland, Oregon last week, they had no idea that they would be starting an "evolution". Andi and Adam completely reorganized their store (40,000 titles!), putting all of the titles mentioned in Stephen Simon's book, The Force Is With You, in a new section identified as Spiritual Cinema. To help customers understand the concept, the Blacks also provided a description of spiritual cinema as defined by Simon.

According to Andi, "Titles that had been gathering dust for years are suddenly flying off the shelf. It’s just fantastic for our business. Many people have purchased The Force Is With You, which is now prominently displayed and available for purchase in the store. Some are reading the book and systematically renting the films that are discussed so that they can appreciate them from a new perspective," she added.

To make the section even more user friendly, Andi and Adam organized the videos in categories such as "reality and time," "life after life," "angels," and "the power of love." "Customers are telling me how much time it saves them in selecting a video, because the new section helps ensure that they will be able to select a film that is mind-expanding and entertaining."

If you want to present this concept to your local video store, The Institute for Spiritual Entertainment (ISE) in the process of developing a suggested marketing template that will be presented to the Video Buyers Group, a national organization that provides volume purchasing power and promotional support for independent video stores around the country. The owners and employees can sign up for free movie alerts on the ISE web site: www.movingmessagesmedia.com. Archived movie alerts can be printed out and placed in the stores next to the appropriate title so that customers can learn more about films in this genre, that are now available on DVD or VHS.