For people who grew up in the ‘80s and ‘90s, the video store was often a seminal part of the weekend. After work or school, you could swing by your local Blockbuster and browse the aisles to find the latest game or movie. At smaller local stores, you could even get recommendations or advice from the cinephiles behind the counter who could often point you toward under-the-radar indie or foreign films.

But in recent years, the video store has become all but extinct. Thanks to rise of streaming video services like Netflix and other alternatives to rentals, video stores slowly downsized or went out of business. After trying and failing to follow Netflix’s mold with on-demand and delivery options, Blockbuster shuttered its doors in 2013 and closed most of its retail locations. Even Blockbuster competitor Redbox, which provides game and movie rentals from self-service kiosks, has run into similar headwinds thanks to a decline in rentals.

Read: The Sad End Of Blockbuster Video

However, video rental stores like the New York-based Video Room and We Deliver Videos have found a way to survive in 2017: They understand what their customers want before they do.

Often this comes from finding areas that competitors like Netflix haven’t covered and taking advantage of the market’s gaps. For Video Room, this comes from the store’s in-store catalog of more than 12,000 films, which include rare classic and foreign films, along with other deep cuts.

Manager Howard Salen, who has worked at Video Room since 1986, said the store’s initial customer base was primarily residents in the neighborhood. Salen said the store’s thoroughness toward its regular customers and the depth of its catalog have played major roles in Video Room’s longevity. While Netflix’s rights agreements mean films or shows regularly cycle on or off the service, Video Room’s catalog will remain with the store permanently.

“The advantage that we have over a streaming service like Netflix or any of the other streaming services is that we have a much better selection of high-quality films than they do,” Salen told International Business Times. “If you want a great title that came out in 1964, there's probably a 90-plus percent chance that we have it in stock. There’s no other service where that’d be true at all.”

A focus on enthusiasts and other completists plays a similar role for We Deliver Videos and owner Drew Palermo. Like with many remaining video rental stores, We Deliver Videos has had to diversify some of its offerings. Video Room, which provides video transferring services enabling buyers to have old home videos converted to a digital format, helps support We Deliver Video, along with pickup and delivery services.

Read: Redbox Instant, A Netflix Rival, To Shutter

In recent months, Palermo has also seen an influx of new residents into We Deliver Video’s Upper East Side neighborhood. Along with the store’s in-depth catalog and offerings, Palermo said the store’s ties to the growing community makes him confident of its future.

“Some people find it nostalgic and they think [being in a video store is] cool,” Palermo said. “Some people want their kids to experience what they have experienced when they were growing up. Most of the people that come in now — some of them actually say, ‘I can’t believe you’re still in business’ and many of them also say ‘I’m so happy you’re still here’ or ‘I’m happy you’re here.’ We still have a long life ahead of us, and I firmly believe that.”

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