Inside L.A.’s Vidiots, a Video Rental Store Where DVDs Still Have a Waiting List

A companion to T’s 212 series about New York institutions, the 213 column highlights beloved landmarks in and around Los Angeles.

In 1985, when Patty Polinger and Cathy Tauber opened their video store, Vidiots, in a former bail bonds storefront a few blocks from Santa Monica beach, the movie rental industry was just gaining momentum. Blockbuster, the mega-chain, opened that same year in Dallas, while smaller rental franchises like Captain Video and Video Station were springing up all over California. Polinger and Tauber, childhood friends who grew up in West Los Angeles, had been working in international film distribution and business management, respectively, when they decided to change course. “We were tired of working in corporate environments that were dominated by men. We wanted to be in business for ourselves,” says Tauber when we met on a recent video call with Polinger.

The two friends came across a magazine article detailing the rise of video stores across the country — by the mid-1980s, there were some 15,000 movie rental outlets in the United States — and decided to take a leap. “Neither of us had ever worked retail before. We were in our early 30s and thought we were over the hill,” says Tauber with a laugh. “This was our chance.” When banks wouldn’t give them a loan, they cobbled together money from family. They knew they wanted a neon sign for the storefront but could only afford seven letters. A brainstorming session led to the name Vidiots.

Polinger and Tauber set out to distinguish their shop as an alternative video store, and one more welcoming than other niche retailers. They didn’t want customers to think that they “had to know every director,” says Polinger. “We were against that snobbery in other stores.” Initially they offered just 800 VHS cassettes for rental ($2.50 per day for members), including the Beatles documentary “Let It Be” (1970) and Jean Cocteau’s “Beauty and the Beast” (1946). The founders were also determined to make Vidiots — just 1,000 square feet — a community hub of sorts by hosting events. The year after it opened, customers were invited to a late-night gathering with the experimental filmmaker Kenneth Anger. Another early event had Polinger and Tauber baking a breast-shaped cake for the director Russ Meyer, known for campy sexploitation films like “Faster, Pussycat! Kill! Kill!” (1965). “Many women wore bras for tops and Russ was happy to autograph them,” recalls Tauber.

The store held puppet shows and limbo contests and threw a polka party for the documentarian Les Blank. An Elvis impersonator performed after the screening of the documentary “Mondo Elvis” (1984), and musicians from the nearby Venice Beach boardwalk would drop by to play drums on paint cans inside the store. “The vibe at night, especially on the weekends, was a party,” says Tauber.