In the mid-2000s the Video clubs began disappearing from neighborhoods, destroyed by the strength of streaming platforms like Netflix either HBO Max, are now about to merge. To watch premieres, you no longer had to go to a shelf and select a physical title: the screen became the new showcase. Now, nearly two decades later, nostalgia for the rental experience returns once again, this time in a global digital version, with the launch of Letterboxd video library on December 10th. This was announced by the platform itself, a reference among online film fans, in a statement from its founding team.
Founded in New Zealand in 2011 by Matthew Buchanan And Karl von RandowLetterboxd was born as a social network for film lovers, a place to exchange opinions, organize lists and discover titles through shared experiences. With more than 24 million connected members, it has become an instant thermometer for trends, forgotten gems or future classics. According to Letterboxd, its new digital space, which is rolling out in 23 countries, is now expanding its offering: it not only recommends films, but also facilitates direct access through rentals and streaming.
Letterboxd’s move reflects the logic of classic video rental stores by allowing any user to explore a curated selection of independent films from around the world, many of which are unreleased or difficult to find. Unlike the omnivorous catalogs of Netflix or Prime Video, the Video Store launches with just nine titles, carefully selected and grouped into two main collections: Unreleased Gems, dedicated to films not previously released in the selected territories, and Lost & Found, which rescues unique and restored works with high ratings from the community. Among those selected are suggestions such as Indian neo-noir kennedy or the debut of Todd Haynes, Poisonselected “based on real member demand,” the company emphasizes.
Curation is explicitly supported by internal data: wish lists, ratings and interest signals collected from millions of users, the company explained. This is to ensure that the catalog evolves in real time, adapting not only to general trends but also to specific demand for previously forgotten titles. In the words of its CEO: Matthew Buchanancollected in the press release: “We take advice from the community and believe this has been crucial to Letterboxd’s success. They tell us what’s really happening: an action film from the ’80s suddenly becomes trendy, a festival title from two years ago continues to add prospect lists. Video Store allows us to respond directly to this real demand.”
According to the company, the rental price for each film ranges from $3.99 to $19.99 in the United States and is based on specific standards and agreements in each country. All titles can be viewed like in a digital video store 48 hours after playback begins and are available on smart TVs, Apple and Google devices as well as iOS and Android web and mobile browsers. Meanwhile, some films in the “Unreleased Gems” section can only be rented for the first 30 days after release.
Letterboxd makes no secret of its ambition to act as a bridge between audiences and distributors, to enable the rescue of “lost” films in catalogs or to give new directors visibility: “It’s our way of saying to the industry: Let’s use this interest to help films reach those who want them most,” says Buchanan. For the platform this is Video library complements its founding mission of discovering cinema and expands its role in the video-on-demand market by competing in a different league by offering more select content outside of the major studios and traditional distributors.
Among the debut titles, pieces that have toured at international festivals or have so far remained without digital access stand out, such as It ends – awarded at SXSW and Fantasia 2025 –, the Indonesian Sore: A woman from the futureand the Chilean The mysterious look of flamencorecognized in Cannes and sent as a candidate for the Oscar. Further examples illustrate the retrospective and restorative nature of the catalog: the Filipina Kisapmatathe Hong Kong action classic Tigers in rhythm or the satire of Elia Suleiman, It must be heaven. The presence of 4K restorations and exclusive digital premieres underlines the intention to make Letterboxd a relevant player in world cinema that goes beyond the recommendation screen.
With offices in countries such as the United States, Spain, the United Kingdom, Australia, France, Germany and several countries in Northern and Southern Europe, the Video Store presents itself as a heterogeneous and growing platform. The announcement came after Letterboxd sold 60% of its shares to Canadian firm Tiny in 2023, a deal that valued the company at more than $50 million and guaranteed financial strength for the international push. With this launch, Letterboxd justifies the rental experience that seemed a thing of the past, and once again suggests that the rediscovery of cinema could be as close as the next shelf – even if it’s virtual this time.
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