Video StoreAgea distributor founded by former Sundance Festival programmer Ash Cook, sells independent films on encrypted USB drives and splits the revenue 50/50 with the filmmakers. The project arrives at a time when the festival circuit no longer guarantees distribution for the majority of titles and physical support is experiencing a recovery that no one expected.
The origin. Ash Cook spent years as a programmer at the Sundance festival, specializing in independent film, always listening to the same conversation. Filmmakers, sales agents, distributors and acquisitions managers agreed on the same diagnosis: independent film distribution was broken. The Cook’s response to these questions was to found Video StoreAge together with Aidan Dick, head of communications for another specialized festival, Frameline, with a specific proposal: to sell indie films on encrypted USB drives.
The company launched its first collection in February 2026 and has several presentations planned in Los Angeles on March 18, 19 and 21. The first USB includes, among other titles, ‘Heightened Scrutiny’ by Sam Feder and the extraordinary ‘The People’s Joker’ by Vera Drew (which you can check out on Filmin), a trans autobiographical parody of the Batman universe that has accumulated a 96% on Rotten Tomatoes.
The data. In 2025 only 19 films coming from Sundance Distribution was secured in the United States, compared to 30 in 2024 and 38 in 2019. Only 11% of films selected at top-level festivals end up selling rights to the entire world. By 2025, only half of the ten documentaries in competition at Sundance found distribution. They are very weak numbers and some professionals blame the streaminglittle concerned about this independent cinema, by ending an entire sector of medium-sized distributors that absorbed the most risky titles.
The third way. Video StoreAge’s proposal is similar in spirit to a DVD: a physical copy of the movies, they can be played on any computer, and it is yours forever, without depending on platforms. Each quarter, the company releases a collection of five feature films and five short films on encrypted USB drives (using patent-pending technology). Files are played using a built-in player and cannot be copied or ripped. They are sold by quarterly subscription, in individual packages, or combined at the buyer’s choice. The short films are free extras.
How the money is distributed. Video StoreAge splits the profits 50/50 with the filmmakers and only acquires the physical distribution rights, leaving the filmmaker free to seek distribution in theaters, streaming platforms or any other means. At the moment the scale is modest, around 20 titles in the first year. A partnership with the latest alternative festival Slamdance (perhaps the most notable indie festival outside of Sundance) allowed them to offer two titles as limited editions during the festival itself, ‘Danny Is My Boyfriend’ and ‘The Bulldogs’, before their official release.
The return of the physicist. Curiously, this happens in a very peculiar context: DVD, Blu-ray and 4K UHD sales fell just 9% in 2025, compared to declines of more than 20% in the previous two years. The unexpected culprit: Generation Z and for two reasons. First, the fatigue of streaming and second, the unreliability of digital catalogues, with films that disappear without prior notice due to expired contracts or tax reasons. All this while the premium 4K UHD segment grows 12% year-on-year. The parallel with the resurgence of vinyl is inevitable, although at the moment this return of DVD does not have an industrial infrastructure behind it to support it, but it does have many specialized publishing labels such as Criterion or Arrow.
What remains to be resolved. There are questions to answer: Video StoreAge has not detailed the technical specifications of the medium or publicly addressed issues of long-term durability of flash memories, a weak point compared to pressed optical discs that, when well preserved, do not suffer data degradation. On the other hand, the target audience for this product, willing to pay for indie films on an alternative physical medium, is small. Enough to be profitable?
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