Knowing the Alamo Drafthouse’s fondness for all films cult, obscure and oddball, it’s the opposite of surprising that the Drafthouse has launched a new publishing arm with "Stuck On VHS: A Visual History of Video Store Stickers," a book by Drathouse employee and VHS expert Josh Schafer and photographer Jacky Lawrence.


The new book launches in conjunction with the Found Footage Festival’s VCR Party Tour, which stops in Austin on Jan. 8. It will be available for sale at Alamo Drafthouse theater locations and MondoTees.com starting Jan. 20.


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In addition to photos of the stickers, themselves a small history of VHS rental culture, the book contains essays by Schafer, photography and book design by Lawrence, and three peel-able pages of VHS stickers.


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Since 2017, the company has opened Video Vortex rental stores inside its Raleigh, Brooklyn, San Francisco and Los Angeles locations. Also, the American Genre Film Archive, the Alamo’s film archival and restoration arm, has kicked off an initiative to properly transfer and permanently store rare, VHS-only films and projects.