Movie buffs rejoice. There’s a new store in town tailor-made for you.
Reel Cycle, a shop filled with clothing, accessories and memorabilia from movies and television shows, opened at 12204 Venice Blvd – right next to – on February 12. Note: Floyd’s customers can bring in their receipts and get 10% off at Reel Cycle.
When you step into the store you feel as though you're in the midst of a big Hollywood production. A director’s chair sits at the entrance and movie posters and artist renderings from films hang on the walls.
Reel Cycle is owned by Premiere Props, which works with film studios and production companies. The company has been in business for 12 years, and has had a pop-up (temporary) store in Studio City for a little over a year.
“We sell all the assets - props, costumes, memorabilia - which really helps in the marketing of a film,” explains Dan Levin, vice president of marketing for Premiere Props/Reel Cycle.
Five days before the release of a film Premiere props sells items from the movie at the store, as well as via live auctions and special events. Levin says it helps to generate buzz for the movies.
Premiere Props also owns on Venice Boulevard, a store that has been in the neighborhood for 45 years, so opening another store in Mar Vista was an easy decision.
“We're a big fan of the area," Levin says. "It's a great community [and] it's really changed in the last couple years. Mar Vista has become spirited and hip.”
Reel Cycle is currently selling dresses from Easy A, starring Emma Stone, Leap Year with Amy Adams and Letters to Julliet, starring Amanda Seyfried. There are great Yves Saint Laurent shoes that belonged to Katherine Heigel's character in The Killers, as well as his and hers outfits from The Back-up Plan with Jennifer Lopez and Alex O'Loughlin.
That's just the tip of the iceberg. New items are coming in shortly from Beastly and The Adjustment Bureau, as well as clothes from Scream 4 and Source Code.
Props and costumes are also available from television shows, such as David E Kelley's Ally McBeal and Boston Legal.
Everything at Reel Cycle is 50 to 90 percent off the retail price. Some items have been gently worn, and others were purchased for a particular shoot but never used.
There's a certain synergy within his customers, Levin says. Often friends come in separately only to discover later they have bought items from the same movie. Levin says he's also been known to purchase things from his own store. He and his wife have bought clothes from The Back-up Plan.
However, Levin says his most requested items are from a movie that's already several years old. "People come in and ask, 'Do you sell stuff from The Devil Wears Prada?' We did," he says, "and we sold it all.”
Reel Cycle, 12204 Venice Blvd, 310-915-REEL (7335)
Hours: Mon - Sat, 11 a.m. - 7 p.m., Sun, 11 a.m. - 6 p.m.
