Razzle Dazzle brings VHS, CDs, DVDs and more to new Cedar Rapids opening

CEDAR RAPIDS — What’s old is new again.

More than a decade since the last corporate-owned Blockbuster closed and over a year after rental vending machine company RedBox filed for bankruptcy, it might seem that physical media is a hard sell in today’s digital economy.

Chris DeLine, owner of Razzle Dazzle Music & Movies, says it’s quite the opposite, according to the latest trends.

For generations young and old, nostalgia is making a comeback through CDs, DVDs, VHS and vinyl records. Now, some titles can be had for less than the cost of a Blockbuster rental — with no need to rewind.

Here’s how the owner of a new specialty store is making old media shine again in his Lindale Mall spot, opened Dec. 1.

The opening scene

Media has always been part of life for owner DeLine, 44 — first as a hobby before it became a full-time job.

Since he was a teenager in 1999, he’s been selling VHS and CDs online. What started with an old eBay account eventually turned into a full online store across his website and platforms like Amazon after moving back to Iowa in 2022.

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Now, the media that the world relied on to watch content before the days of high-speed internet is returning to its old stomping grounds — a brick-and-mortar store at the mall.

“Things have taken off online to the point where I’m able to open a physical space,” he said. “I think a big part of it is just looking at the broader trends and realizing I’m not as crazy as it might seem on the surface.”

Behind the popularity

In the 26 years since he started that eBay account, media has undergone a dramatic evolution as the days of dial-up internet made way for smartphones that can download high-definition movies in seconds using 5G cell towers.

In that time, the bulk of movie watching has shifted from physical media to streaming. As internet speeds became more reliable, many consumers cut pricey cable and satellite TV packages in favor of streaming subscriptions like Netflix and Disney+.

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Now, some of those consumers have come full circle.

Movie lovers with a handful of subscriptions have seen prices rise to a level that, collectively, makes “cutting the cord” about as expensive as cable used to be. The rising price of streaming has given a new retail opportunity to old formats.

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At the same time, the limitations of streaming are being discovered as services inevitably retire beloved titles from their platforms. Some popular Christmas movies, for example, have moved from all-inclusive streaming on subscription platforms back to requiring the purchase of each title.

“Socially, there is a little bit of development among both younger and older demographics, transitioning to physical media again as opposed to streaming for everything — whether that’s collecting or listening to music again,” DeLine said. “As prices escalate, selection and quality remain dicey at times.”

Content quality and price

With over 15,000 items priced between $2.85 and $6.85, Razzle Dazzle’s value proposition is balanced on a few elements: nostalgia, price and a wide, quality selection.

Value disc bins offer bargains priced according to the day of the week, starting at four for $1. About two-thirds of inventory costs less than $3, allowing for spontaneity while browsing at an affordable price point.

About 90 percent of its inventory is secondhand. Items are inspected for good conditions, clean cases and original inserts or booklets.

“I want to make sure this stuff is affordable, but also with a much better selection than anyone will find locally,” DeLine said. “It’s not all the old stuff you see at garage sales.”

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Much of the store’s inventory is sourced from library donations and companies that specialize in these mediums — CDs, DVDs, Blu-ray, VHS tapes and cassettes. Some companies make titles originally produced for streaming platforms like Netflix and HBO into physical copies that can’t be found in big box stores.

The store also will include a smaller selection of newer music on vinyl records.

Due to its price point, Razzle Dazzle will not be delving into rentals for the foreseeable future.

“I’m going to be selling stuff for cheaper than it would cost to rent,” he said. “That provides value to people.”

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Why media matters

Since Razzle Dazzle announced plans to open a physical location, some of his social media posts on popular platforms for young adults have gained over 50,000 views. But there are some reasons to believe that the trend is more than a fad.

Beyond price and practicality, DeLine said physical media represents a relationship that still matters to music and movie lovers.

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“I think it’s just a different relationship you have with that item than pulling it up on YouTube, pressing play and hoping the algorithm is in the same spot next time,” he said. “When I was a kid, CDs represented a connection with identity. If I found a piece of music that spoke to me, having it … was kind of like a little fishing lure in a social situation. There’s an immediate bond or connection there.”

Vinyl, which prompted several new specialty shops to open in Eastern Iowa and elsewhere, has informed DeLine’s approach with Razzle Dazzle’s affordability.

New releases of vinyl records run at least $20 to $30, sometimes going as high as $40 to $50 for limited edition releases.

“That’s not something I can afford personally, and I think a lot of people are with me in that position,” he said. “I just want to focus on reducing barriers for anyone who is interested in this.”

Comments: Features reporter Elijah Decious can be reached at (319) 398-8340 or elijah.decious@thegazette.com.