Criterion takes its viral closet on the road. When that van shows up, so does a scene

Enthusiasts of Criterion are overjoyed – braving the rain on a chilly Saturday morning, they number in the hundreds, standing patiently in a queue that snakes several blocks long. Three fans, Daniel Solis, Marco Castaneda and Kian Mohammadlou, have recently received some exciting news: They are now among the final individuals today to gain entry into the Criterion Mobile Closet. This sleek, white delivery van adorned with the label’s distinctive logo was positioned in Eagle Rock this weekend outside Vidiots.

“I’m pretty excited,” Solis, 33, says. “It’s a long wait, but it’s a relief that we made it.”

According to Castaneda, aged 33, who’s been friends with Solis since the seventh grade, he mentioned that I should get up at the crack of dawn and simply appear, he said this last night.

Mohammadlou, aged 24, expressed his excitement as he’d never purchased any Criterion DVDs before. He had noticed them in stores, but the unique pop-up event sparked his interest, making him think, “This seems like an exciting opportunity to kick off my collection.

9:30 in the morning was when they got there (The queue started at 5 o’clock in the morning). Due to the rain, employees from Criterion permitted guests to enter the van earlier than usual, around 9:45. This was roughly when they stopped letting more people join the queue, which is a time they typically keep open. As we began the day, Nur El Shami, the chief marketing officer of Criterion, shared with me that this was the earliest they had ever closed the line, expressing his discomfort at having to send people away.

In the face of heavy rain and gusty winds, a cheerful and relaxed group, predominantly consisting of millennials and zoomers, appear quite satisfied as they patiently queue up. They’re eager for their turn, regardless of how long it might take, to choose up to three films at a 40% discount from the company’s vast collection of over 1,000 titles. This special van, adorned to mimic Criterion’s iconic New York office closet, serves as their shopping destination.

The Criterion Closet, a tiny office closet measuring just 67 square feet, holds a significant place in cinema history due to its popularity on social media through the “Closet Picks” videos launched by Criterion in 2010. In these videos, famous actors, directors, and musicians enter the space to pick movies they want to take home, sharing their personal reasons for appreciating those films. With over 260 videos available, these clips have become must-watch content for movie enthusiasts who enjoy hearing artists talk passionately and candidly about cinema. Many Criterion fans fantasize about spending time in the closet themselves, immersed in a warm bubble of great movies. For them, the Mobile Closet is the closest experience they can get.

As a passionate movie enthusiast, I’ve often pondered, “How can we celebrate our 40th anniversary in a way that resonates with everyone who shares our love for cinema?” That’s when El Shami shared the story behind the Mobile Closet. One day, someone suggested jokingly, “What if we transport the Closet on a truck?” We thought about it and realized, “That might just be the perfect solution!

Last year, the Mobile Closet made its premiere at the New York Film Festival. Criterion provided attendees with an opportunity on a first-come, first-served basis to purchase their selectively chosen and attractively packaged movies. Notable figures who contribute “Closet Picks” receive them for free. Unfortunately, rain also disrupted things last time, but the Mobile Closet was well-received during the festival’s two weekends. This success prompted the company to set up shop in Brooklyn at St. Ann’s Warehouse and later, travel to South by Southwest in Austin, Texas. It will reappear in Los Angeles on June 6-7, stationed at the Aero Theatre during the American Cinematheque’s Bleak Week festival.

Despite The Closet’s widespread popularity, it appears that Criterion’s management are reluctant to discuss it in the context of marketing. New hire, El Shami, emphasizes, “Criterion isn’t particularly focused on branding or marketing.

Despite all this, Criterion has gone the extra mile to make the Mobile Closet an exceptional experience. The team from their New York office have traveled especially for the weekend, donning Criterion hats and distributing free branded tote bags. Even when it’s raining, Criterion President Peter Becker is there, walking up and down the line greeting everyone. He’s easily recognized under his transparent poncho, spreading good cheer as he answers questions and maintains a friendly atmosphere. However, he prefers to air-quote “marketing” whenever he uses it.

Approximately ten years back, there was a saying we frequently employed, Becker shares with me. Our aim was to function as a centerpiece in the film culture realm, creating an inviting environment for movie enthusiasts. We undertook numerous projects, however, they proved quite labor-intensive and possibly less noticeable.

The strategy that ultimately worked out well was something spontaneous, affordable, and untested that the company initiated in 2010: In September of that year, director Guillermo del Toro dropped by the office. Normally, the company allowed guests to pick any movies they desired from the storage area, but this time, their social media representative proposed taking a photo of Del Toro inside the storage area and sharing it online. This idea sparked in Becker, their social media person, as he reached for his phone. “I think he might let us record him choosing his films,” Becker remembers thinking. “I think people would enjoy seeing that.

In Becker’s own words, “Becker’s intuition proved correct.” He describes Del Toro as a born entertainer and an exceptionally generous individual. Moreover, he was brimming with excitement, and there were no edits in the video, making it a seamless three-minute presentation, much like a popular song. In essence, Del Toro is credited for pioneering the format.

Del Toro’s quick and enthusiastic exploration of various world cinemas (though it was just two minutes long) paved the way for future endeavors. As Becker put it, “Gradually, there was an increasing interest to participate, which was enjoyable. Eventually, it grew and developed a momentum of its own.

Over the span of 15 years, the videos underwent significant changes. The company improved the lighting to avoid a too-dark appearance. Instead of using an iPhone for filming, they upgraded to a Canon C70 camera. Additionally, the presentation style was streamlined, with the informal handheld approach being replaced by a stationary head-on shot of the subject at the center, surrounded by The Closet’s packed shelves on either side and behind.

Approximately five years ago, the decision was made to mount the camera – according to Valeria Rotella, one of the producers for “Closet Picks” series, along with Hillary Weston. This move allowed more room for people to move around freely, and it created a sense that they could browse at their own pace, even engaging in a conversation with themselves as much as with us.

Engaging conversations about films with stars like Andrew Garfield and Ayo Edebiri have contributed to making film fandom trendy and infectious. Before the filming of these visits, Becker had a feeling that these casual tributes to movie lovers (and physical media) would leave a lasting impact.

In his memory, it was quite usual when someone entered the office for us to spend around 45 minutes chatting about movies in the Closet. One thing would grab their attention, and they’d share, “I recall seeing that in such-and-such location with such-and-such individual at such-and-such time, and it had a profound impact on me.” It felt intimate, and there was a strong sense of genuine connection.

When I query folks standing in line about their fondness for “Closet Picks,” the term “eagerness” surfaces often. This eagerness is noticeable as visitors ready themselves to step into the Mobile Wardrobe. The entrance, which they pass through, remains shut during these brief shopping sprees, preserving the private atmosphere of “Closet Picks.” It’s entertaining to observe the anticipation of those who are about to enter the wardrobe. Some know precisely what they’re going to select. Others have two movie choices in mind, allowing inspiration to guide their decision for a third film inside the wardrobe.

Elisabeth McKeon, aged 31, expresses a political mindset today as she prepares to watch films such as “The Great Dictator,” “A Face in the Crowd,” and Todd Haynes’ “Safe.” She mentions that weekends have typically been spent at protests; this weekend marks a deviation from that pattern. She feels compelled to make a choice reflective of the current year and moment, stating, ‘Since I’m here, I might as well choose a movie that symbolizes this period.’

Each time I witness it, the metamorphosis in followers’ expressions following a trip to their Mobile Closet is truly captivating. Any apprehension about choosing films vanishes like snow in the sun. Typically, they leave the experience radiant, scarcely able to grasp what they’ve just experienced. At times, they’re noticeably touched.

Daniel Tronco Velasquez, aged 23, from Peru, who was raised with movies as a perpetual childhood friend, expressed that he had envisioned the experience to be overpowering yet thrilling. “Each film there carries a tale that echoes within anyone,” he said. “Just standing among all those films, it’s breathtaking.

This morning, I embarked on a brief personal journey. Despite being familiar with numerous films, the sheer number of exceptional titles left me feeling humbled. The question of whether to choose a Bruce Lee box set or Charles Burnett’s freshly restored “Killer of Sheep,” still unavailable to the public, loomed large. With the clock ticking in my mind, I needed to make quick decisions. I initially aimed for two films – Krzysztof Kieślowski’s elusive “Dekalog” and Hirokazu Kore-eda’s “After Life.” However, a wave of panic swept over me. Like many others in line, I followed my heart, selecting “Wall-E,” a film that holds deep significance for my wife and me.

According to criteria, the top-selling movies purchased on Saturday were “Twin Peaks: Fire Walk With Me,” “Anora,” Richard Linklater’s “The Before Trilogy,” “Pan’s Labyrinth” and “The Virgin Suicides.” The van was scheduled to close at 8 p.m., but due to high demand, it remained open for an extra hour. By 9:15 a.m. on Sunday, the crowd was already so immense that they had to halt the queue, setting a new record, surpassing Saturday’s attendance.

For Becker, the large gatherings and lively atmosphere are definitely motivating, yet he maintains that accurately measuring the success of “Closet Picks” can be challenging.

In our business approach, we strongly believe that the product represents its own marketing, meaning the quality of our work speaks for itself. It’s the films that are significant, not just a branding tool; they carry our brand into the marketplace. By consistently building trust over many years, we aim to cultivate our audience.

In June 2024, a recording of Winona Ryder’s “Closet Picks” was made, which was later published in late August, just following the demise of Gena Rowlands.

If Winona Ryder inspires you to watch “A Woman Under the Influence,” a film available on Criterion Channel (and also as a Criterion Collection disc release), you can find it there, or alternatively on iTunes or Amazon. No matter how you decide to view this significant movie featuring Winona Ryder, he suggests doing so because it’s about creating excitement for an important film and its performer.

Essentially, Criterion invites you on a journey into their Closet, but it’s your decision what treasures you pick up along the way. Inside this world, you are the guide, the expert, the one who rediscovers the profound impact movies have on you. This personal space is invaluable and worth any obstacles like harsh weather or long queues to experience it.

Rebecca Safier, age 43 and an actor who often does background work, states, “I attend Comic-Con.” She hasn’t been inside Hall H for 15 years, but she has personal interests related to fandom. It’s been a while since she waited in such a long line, though.

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2025-04-29 01:01