Blockbuster returns to the excessive road decade after iconic video retailer closed down – however there is a catch

Blockbuster is returning to the high street a decade after the iconic video store closed down – but only as a pop-up shop to promote KitKat’s latest chocolate product. 

To celebrate its new sharing bars, the chocolate brand is reviving the beloved VHS rental store from April 9 to April 12 in London ‘to take cosy nights in together to another level’. 

Upon entering the store in the capital’s Soho area next month, visitors will be greeted with shelves of video cases and a relaxation zone, complete with vintage TVs. 

After taking their time to browse, they can bring an empty VHS case to the counter and exchange it for a complimentary KitKat sharing bar and a film streaming code. 

No booking is needed to attend the four-day pop-up event at 59 Greek Street, W1D 4NQ, near Tottenham Court Road Underground Station, which is open to the public.

At the height of its popularity, in 2004, Blockbuster had 9,094 stores worldwide – and more than 500 in the UK alone, after the American chain crossed the pond in 1989.

But with the advent of streaming platforms like Netflix, its brick-and-mortar business model struggled and the chain went into administration in 2013.

Stephanie Scales, marketing manager for KitKat at Nestle UK & Ireland, said: ‘We want to take the nation back to when times were simpler and reclaim the joy of picking out a movie to watch together.’ 

She said: ‘It’s more important than ever to stay connected with others on today’s hectic world.

‘Whether it’s with friends, family or loved ones, we want to take the nation back to when times were simpler and reclaim the joy of picking out a movie to watch together.’  

She hoped the film and snack partnership would ‘help Brits properly savour their downtime and break better’ – referring to the chocolate brand’s famous, ‘Have a break, have a KitKat’ slogan. 

It hopes to get the nation off their phones and having quality leisure time – a third of Brits blame their mobile for stopping them being able to switch off, according to new research by KitKat. 

With Blockbuster voted one of the top five most missed high street stores in the UK, the confectionery company thought its revival would remind us to ‘step away from their everyday life and rewind to a simpler time’. 

KitKat’s new chocolate bars have multiple break-off pieces to divide between several people, multiplying the possibilities for sharing compared to the brand’s iconic two chocolate fingers. 

The sweet treats, dubbed ‘the perfect movie night partner’, combine the classic KitKat wafer with creamy fillings that come in three flavours – double chocolate, salted caramel and hazelnut. 

Visitors can redeem their coupon from the pop-up store on streaming platform Rakuten for 28 days after receiving it.

The pop-up will be open from 2.30pm to 8.30pm on April 9 to 11 – and then on the final day, April 12, the public can come along from 11am to 7pm. 

It follows the devastating news today that iconic high street store WHSmith is set to disappear from Britain’s town centres for good. 

The stationer sold its UK high street branches in a deal that will see stores eventually brand as ‘TGJones’. 

The £76million sale of the shops – which will remain open and will continue to stock newspapers – was agreed with Modella Capital, the group that owns Hobbycraft. 

The deal does not include WHSmith’s travel locations, like shops in airports and train stations, which will retain the brand’s legendary name.  

But not all is lost on the British high street – clothing store Topshop got shoppers excited earlier this month, when it hinted at its potential return to town centres. 

The iconic fashion brand posted three videos to its Instagram page, mysteriously captioned: ‘We’ve missed you.’ 

It came mere weeks after a similar post on its social media account, saying: ‘Watch this space.’ 

Excited fans interpreted the teaser posts as a hint at the possible comeback of brick-and-mortar Topshop stores.  

Topshop and its accompanying male fashion brand Topman have not been seen on the high street since around four years ago, when it was bought by ASOS. 

In November, the e-commerce fashion website announced it would relaunch Topshop as a standalone website – and the social media teasers about its revival have fans buzzing. 

The brand’s return as a physical high street store has not been confirmed. 

But ASOS chief executive Jose Antonio Ramos Calamonte has previously said he would ‘not rule out any option to grow Topshop’ – and ‘if that includes a physical presence, then we will not ignore it’.