A documentary film like no other, Hello, Bookstore is a personal journey of one bookshop in Massachusetts and the man who kept it together through the pandemic.
★★★★★
A.B. Zax, the film’s director and co-producer (with Matthew Tannenbaum, the owner), states he’s “fascinated by the dialogues between people and landscape—the places we can feel”, and this is clear throughout Hello, Bookstore. The setting, a Massachusetts independent bookshop named Hello, Bookstore, has shaped so many local peoples’ lives, and most of all, the owner himself, forming a film that is captivating despite its single setting.
A film full of surprises, Hello, Bookstore is a refreshing story of human connection, and an ode to independent bookstores and the people behind them. In the era of the corporate giant Amazon, Hello, Bookstore feels well-timed and intentional in reminding viewers to visit their local bookstore. Though a back-and-forth narrative of the days before and during the pandemic, the film is a relatively linear journey full of customer interactions, family, and most importantly, a love for books. Run by family-man Matthew Tannenbaum, Hello, Bookstore, in the words of the man himself, is truly “an abode for everyone”.
The film feels personal and focused, transforming a small space into an entire world via a diverse set of camera angles, shots, and music. Switching from an interview shot at close range to a long shot across the store documenting a natural customer interaction, or even a tilted angle amongst the bookshelf with a well-timed voiceover from Tannenbaum, Hello, Bookstore is ever-changing in its filmmaking approach. Though you might expect a stylised effect to take you out of the moment, it submerges you in the different aspects that make up a day at Hello, Bookstore and highlights all the little moments that go into keeping an independent business alive. However, among the action there are a number of slower points between scenes, marked with black and white footage or still shots and accompanied by folk music. These curated and distinct breaks in the film gives viewers a moment to take in the narrative, and follows the intentionality behind the bookshop and the documentary covering it.
Though some might find the mention of Covid-19 a nod to a past that is better not seen on screen, Hello, Bookstore reflects on the disruptive impact that the pandemic had on small businesses and peoples’ livelihoods, rather than the illness itself. It tells a history of local businesses and the loyalty they inspire, introducing viewers to other renowned independent bookstores in the area as well as Tannenbaum’s own history with them. The narrative style feels comparable to being told a story by a friend, and comes across even more genuine for it. And, though there are raw filmmaking endeavours documenting Covid, Hello, Bookstore takes on a different approach: an endearing front-man and their scriptless narrative which showcases the Massachusetts community at its best both before and after Covid restrictions.
The aesthetics of the bookshop have a lived-in quality, and reflect the historicity of the place. Oozing personality and a feeling of creativity, family photos, regular customers you get to know through casual small talk, and even the ‘Get Lit’ wine bar are all reminders of the expressive nature of this shared space.
Setting and cinematography aside, Hello, Bookstore would lack the personality required to maintain an audience without Tannenbaum. Though the explanation of his own background and ties with the bookstore itself is a slow burn, it’s done in a way to further the realism of the film. We learn about him through customer interactions and interviews with Tannenbaum, gradually developing an image of the independent business and the man running the show. His seemingly random ramblings are woven into a story of note, and his charisma lies in the accessibility of these stories. Presented as if you’ve caught him in a flow of conversation, this approach feels natural and human, and in accordance with the oral tradition of storytelling.
Tannenbaum can be described as eccentric, a people’s person, and charming to the max—with an ability to recount all of Shakespeare’s works at a drop of a hat. He sells books not via a script or any salesman tactic, but through genuine love, a quality that shines through during the film. It’s clear Hello, Bookstore is a project of love, and his endearing leading-man quality (without holding that false Hollywood perfection) is what provides such entertainment where the narrative could otherwise become tedious or straight-forward.
The Verdict
Hello, Bookstore holds an intimate quality that grows as you get to know Tannenbaum and the shop itself. Zax encapsulates the link between the person and the setting in the documentary, forming an informative and hopeful ode to booksellers and bookbuyers everywhere. This is a film that feels like it needs to be shared.
You can find Hello, Bookstore at selected UK cinemas, and can read more about Tannebaum’s history in his book My Life at the Gotham Book Mart with Frances Steloff, Proprietor: Recollections about The Pantheon of Writers and Artists Who Passed Through Her Store and How I Became a Bookman.
Words by Annabel Smith
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