I interviewed my pal Aaron Hillis about his new venture: a brick and mortar video rental store.

Though Aaron didn’t give the store its call-to-arms name, he is clearly running with it as a theme. Video Free Brooklyn, in other words, feels like more than a store; it feels like a cause. “In comparison to Video Free Brooklyn, Netflix offers a sterile, impersonal and flat-out incomplete experience,” Hillis told me, speaking about his biggest competitor. The video store is meant to bring a certain sense of surprise, of curation and even whimsy back to the process of deciding, “What are we going to watch tonight?”

There’s a bit over a day left on his Indiegogo campaign. If you live near Cobble Hill, you’re definitely going to want to give at a level that yields some rentals.