In the Internet age, there are many options for renting movies and video games.
Competition from online services such as Netflix and physical services like Redbox has forced many bricks-and-mortar rental stores to close their doors.
But Movie Magic in Maryville is still going strong after almost 30 years.
Kathy Rice and her husband, Lewis, who works in St. Joseph, have owned and operated Movie Magic since 1982.
"He's my handyman," Kathy Rice said as she looked around a large display area filled with almost 30,000 film titles.
The library at Movie Magic is an eclectic mix of eras and genres. From MGM musicals to contemporary thrillers, there is something for everybody.
"We've stayed very diversified over the years," Rice said. "We are way more than just a video store. We try to keep up with trends."
Some of those trends include card and video games and playing host to gamer competitions and community events.
But the sheer volume of the VHS tapes, DVDs and video games is what makes Movie Magic different than most video stores.
"Most places have downsized quite a bit," Rice said. "I've always looked at it like our catalog is what kept us in business all of these years."
Along with the wide variety, customers can, and frequently do, give special requests to the staff, which tries to fill requests for movies outside the Hollywood mainstream whenever possible.
The extra mile goes a bit farther since the Rices screen prospective employees for movie knowledge.
Staffers frequently make recommendations to customers and ask questions about their cinema preferences.
"We know movies," Rice said. "We know video games too. We all make sure that we keep up on what's current. Being a university town we've always had diverse clientele."
The film industry continues to change in drastic ways. With the current craze for Blueray and 3D films, Rice said it's sometimes hard to keep up.
"We have people that want to see them, and we provide what we can," Rice added about new formats. "We'll see where that situation goes. It'll be interesting to watch what happens."
Besides movies, the store sells CDs, comic books, cards, incense and theater-centric snacks.
New releases are sorted alphabetically in their own section while the rest of the collection is sorted by genre.
From classics to new releases, documentaries to westerns, Movie Magic is likely to have the title.
"I'm very privileged — without the community support we wouldn't exist" Kathy Rice said while helping a customer check out with their rental. "It's plain and simple. We're here because they want us here. I guess that's the joy of small business."
