L

ocated in the basement of Dharmawangsa Square in South Jakarta, Subtitles is no ordinary DVD rental shop – it is a great place to have fun watching movies and enjoying snacks and beverages.

Once you step inside the shop, you’ll soon forget it is situated near a parking area. The soft lights create an inviting, relaxed atmosphere. And the floor, ceiling and wall mirrors make you feel as if you have strayed into a wonderland.

“In 2000, my friends and I went into the DVD rental business in Menteng, Central Jakarta. As the collection grew, we decided to move to bigger premises, where we are currently located. We have renovated the rental shop,” said managing director Irna Rasad.

With a slogan “ Home of the world’s best movies”, now the rental collection comprises 4,000 titles. Most of them are independent films produced in foreign countries such as France, Germany, Japan and the United States.

Subtitles offers its customers pleasant viewing lounges and rooms, including a high-definition viewing room to play Blu-ray discs. And there is a cozy cafe inside the shop.

“We offer our customers good movies, ranging from new ones to old, classic ones. There are many DVD rental shops in Jakarta, but this is the only shop with a unique concept. Every day, the viewing rooms are very popular among our customers, especially the young,” she said.

Every month, Subtitles releases 15 new DVD rentals. Between 10 and 15 percent of them are mainstream Hollywood films and the rest are independent and foreign films. Horror, comedy and action films are customers’ favorites.

“Our mission is to respect diversity. Movies are something like books. We can learn a lot from movies. We can also expand our horizons by watching movies,” she said.

There are pirated DVDs everywhere in Jakarta, but they are usually Hollywood films. Irna said the independent film market is small in the country.

“Though roughly 2,000 people have been registered as Subtitles members, many people are still not familiar with independent films. I think we will have to convince people that independent films are very interesting. And we hope to open branches in the future,” she said.

Irna added that the DVD rental shop is planning to offer Indonesian movies to its loyal customers in the near future.

“Subtitles provides different ways to enjoy movies. It is a good place to hang out,” she said.

Website: http://www.subtitlesgroup.com/subtitlesgroup/index.php
Address: DVD & Viewing Room
Dharmawangsa Square - City Walk, Basement floor #29 - 30
Jl. Dharmawangsa VI - IX Jakarta 12160
Phone: (+62 21) 72788336
(+62 21) 72788337