The VHS revival is a thrilling tale of rediscovery – as if the UK's cinematic landscape has collectively dusted off its old Betamax tapes and hit play. And it's not just the nostalgia-seekers who are getting in on the action, either – younger generations are embracing the tactile experience of physical media like never before.
Just when you thought the last chapter in VHS history had been written, a new film, 'This Is How the World Ends', has landed – and it's been released straight to video. Yes, you read that right: after 20 years without a new direct-to-video release, this is the first film of its kind since the format was all but abandoned. The director's acknowledgement that watching on VHS will result in a cropped image is telling – the appeal lies not in the tech itself, but in the rarity and unique experience it offers.
It's no surprise, then, to see sales of vinyl records at an all-time high – and while those who worship at the altar of wax often praise its 'warmth', this new wave is driven by different motivations. According to experts, there's a growing appetite for the 'cumbersome' nature of physical formats: the effort required to acquire them, the sensory delight of holding them in your hands. It's as if we're craving a break from the instant-gratification world of digital streaming.
As academics like communications lecturer ARE Taylor put it in his book, 'The Analogue Idyll', these older media are being presented as a 'remedy for our digital ailment'. The trend is all about finding a sense of balance – a respite from the constant stream of information and connectivity. That's why you're seeing trends like the 'analogue bag' – a collection of physical books, craft materials, designed to reduce screen time – and businesses responding with clever revamps like Kodak's re-released Super 8 cameras.
At its heart, this revival is about taking control back from big tech. We're craving ownership over the content we consume, rather than being beholden to leased digital offerings. As 'This Is How the World Ends' director notes, watching on VHS currently requires being part of an exclusive club – but soon enough, the film will be available for streaming too. It's a potent reminder that the analogue allure and digital convenience are not mutually exclusive – they're intertwined in complex ways we're still learning to navigate.