Owner works 'Magic' in Burlingame

"People come in that remember me from when they were little and their parents used to bring them into my store," Andreini said.

These same customers have a tendency to hike down memory lane with Andreini, although he hardly looks old enough to be a seasoned businessman. It is the movie rental industry that has aged so rapidly and has seemingly left room for only two top competitors: Hollywood Video and Blockbuster.

"In the '80s this was hardly a big business. We had good timing, but no one could have projected the market to get to where it is today. No one expected this kind of growth," Andreini said.

Andreini refers to the days of the VHS machines and their estimated cost of about $1,500.

Beginning at the start of a market that has gone from bulky videos to DVDs and video rentals via the Internet, Andreini still saw a loophole in industry.

"With the bigger stores, they advertise that they always have new releases in stock, but I get a lot of people in here that would disagree," Andreini said.

Movie Magic brings the simplicity back to movie rentals while still managing to be competitive. There is plenty of stock on new releases and one has the luxury of keeping it for two days. With older rentals, customers can phone to keep a film or video game out for an extended period of time for a minimal fee.

In addition to his video rental store on Burlingame Avenue, Andreini owned stores scattered throughout San Francisco, from the Mission District to Pacific Heights.

Andreini admits that business is faster paced in the urban environment and all day - everyday - there are rentals coming and going.

"I've been in every area possible in the city and it is a different animal all together," Andreini said. "But I like the pace of it."

Andreini has never closed one of his stores, but has sold them in their entirety or by piece. In this type of business, one could easily sell his inventory, shelving and store to separate individuals, making for an easy transition to come in and out of the business. Andreini did exit for a number of years and led a career as a banker after taking a hit from the Blockbuster store. Fifteen years later, he returned to run his final San Francisco store in the Excelsior district, where Andreini sends most of his time.

Back in town since July, the Burlingame resident knows the tempo of the community and admits it takes some time to build up business. However, there are days that will be a guaranteed boost.

"Weather can play a big part on how business will go for the day," Andreini said. "A nice rainy Saturday is always good."

Movie buffs are certainly a big part of the clientele and with the Oscars on the horizon, Andreini knows what will be going out the door.

"With the Academy Awards, the foreign film nominations are usually what people will come in looking for and we have a good selection," Andreini said. "We also keep reviews up of smaller films that are less mainstream."

When it comes to rehearsing himself on the films, Andreini leaves most of the work to the high school and college students that he staffs.

"I try to watch what I can," Andreini said. "It's like a dentist's kid. Do they have their teeth cleaned all of the time?"

It is this sense of humor and charisma that are bringing old customers through the doors of Movie Magic. Andreini doesn't realize how quickly the time has passed until he runs into familiar faces that he has not seen in a lifetime.

An older gentleman entered the store and Andreini struggled to place him as he watched the man trace the aisles. Squinting for his memory, the time and place of the former customer came flooding back. He jumped out from behind the counter and reminisced with the man among new releases and previously viewed videos for sale. A brief reunion led into a discussion of the old days, what businesses used to be where and how their children are doing.

"That's the difference between us and Blockbuster - I know my customers,"Andreini said. "It's all come full circle."