The popular late night talk show Jimmy Kimmel Live is in town for SXSW. Last night they did a "giving back" bit, in which they helped a local business make a TV commercial. The local business they chose was the great Vulcan Video which, along with I Luv Video, helps to make Austin the film cultural powerhouse it is today. Vulcan managers Bryan Connolly and Kristen Ellisor are seen welcoming Kimmel into the store - a lot of jokes about the supposedly doomed nature of video rental stores are made - and Kimmel brings in a special guest - the bearded Matthew McConaughey - to make some new Vulcan Video commercials.
As with every YouTube video, avoid the comments field, it's a little dispiriting. Do not, however, avoid your local video store if you are lucky enough to have one. There are thousands of titles in video stores that are not available on any online, streaming medium and the video stores that remain are vital cultural institutions. Ironically enough, Austin's video stores are breaking income records this year. We're out of step with the rest of the country, but that's only because we're so far ahead.