LESS than a year since it opened its doors, Movies2Go has established a loyal following, largely because of its wide range of film titles. It boasts a collection of 6,500 films, but especially attractive to customers is a feature that makes it unique to other DVD rental stores on the island ? a library of classic and award-winning films. With the latest releases and an array of video games also on offer, residents are flocking to the Church Street store to feed their cravings for entertainment.

The idea was almost 20 years in the making, conceived in 1987 as part of a scheme combining a video rental business with a movie theatre.

For several reasons the initial plan did not work out ? The Little Theatre flourished but the movie rental concept never got off the ground.

The White family persevered however, and on April 1, 2006, Movies2Go opened for business.

"We've been open for roughly nine months," said Lee White. "It's something we wanted to do back in 1987 when we opened the theatre.

"Directly below (what is now The Little Theatre) there used to be a hair salon. When the space became available, we made a request to the landlord. Unfortunately, someone else had written a similar letter and exercised their option."

The idea was to connect the two areas. The back was to have been set aside for VHS rentals, the front reserved for a concession stand and a lobby for the movie theatre.

"Unfortunately that opportunity didn't come through. And so we had to put the concession stand in where the restaurant (Ice Queen) was. We used it as a lobby and concession serving both businesses which made it quite a busy area."

Approximately a year ago improvements were made to better link The Little Theatre with the area designated for the Whites' new business, Movies2Go.

"We relocated the concession stand to better service the movie theatre and the DVD shop. The way it's located, if the movie theatre is busy, the flow in the shop will not be interrupted."

A uniform colour scheme plays throughout the two sites. Counters, stands and a new airconditioning system have also been added.

"It took 20 years for it to happen but it's been on our radar screen for a while."

Asked whether he had been concerned at the outset about Movies2Go's proximity to Leisure Time, a Queen Street rental premises located literally around the corner, Mr. White said not at all.

"I think there's room for everyone. We have a restaurant on Queen Street ? there are four others there and there are more around the corner. It's no different from shoe shops and clothing stores. The market will determine how many should be there."

Differentiating his company from that of competitors is its large stock of titles and its list of classic films, Mr. White said. It also offers special features which make transactions more convenient for customers, including a pick-up and delivery service and a lane for speedier rental.

"We certainly have a huge catalogue compared to everyone on the island. We offer the typical comedy, horror, drama and action films but also lots more categories. We have an area of Academy Award winners which has the top movies back to 1929 and through the past year, and we have a classic section with some older movies.

"A lot of people have heard of films from past years and want to see them. As a store, this gives us some variety. Most stores concentrate on new releases.

"We do that as well, but we also ordered off the data base of the major wholesaler we're buying from. They sell us the more popular movies in all the various categories."

A web site enables members to use the company's Hamilton delivery and "fast pass" services.

"Everything in the store is on our web site," he added. "It gives the title and a synopsis of the movie as well. We have partnered with IBC so that if customers are tied to work, they can view our selection online and place an order ? we ask that they also give us a few extra choices in case the movie they want is not in stock.

"The film is delivered to the specified Hamilton location, they view it that night and the next day it's collected by IBC.

"And if they're in Hamilton and really in a rush, if customers are walking by and don't want to spend 15 minutes browsing, they can place their order online, come in, and we'll have the movie waiting for them. They simply go to our 'fast pass' lane and we hand them their package.

"Because we already have their payment details on file, they'll already be charged."

Mr. White added that the store does not order movies in for clients' personal libraries, however if several requests are made for a particular title, it will be bought and made available for rental.

"I've been in the movie business since 1987," he said. "The theatrical side is different from the DVD aspect. In one sense, they're two companies competing against each other.

"Today DVDs come out 12 weeks after movies are first released. Before it used to be a year. It's changed a lot in the last four or five years and it's certainly hurt the theatrical side. A lot of people are willing to wait for the DVD release unless it's a special film. So we stay current with new releases and regularly update our older catalogue."

Movies2Go membership is free. Residents are invited to sign up at the company premises, in the Mechanics Building on Church Street. A charge of $2.50 is applied to new releases and $2 for older films. Games are available at a cost of $4. Movies2Go is open 11 a.m. through 11 p.m. Mondays through Saturdays and on Sundays, 5 p.m. through 10 p.m.