Some documentaries take deep dives into the past, telling old stories to new audiences. They serve as single, definitive statements that allow filmmakers to present their argument at a distance. Others attempt something more intimate by capturing events in real time, moving and changing along with the story. Hello, Bookstore falls into this latter category, first exploring the world of a bookstore and its proud owner but later evolving into a touching account of a community banding together to support someone in need.
The project centers around The Bookstore and Get Lit Wine Bar, a business that owner Matt Tannenbaum bought from David Silverstein on April Fool’s Day in 1976. Although he’s not a businessman, Tannenbaum and his bookstore are no joke. Over the years, the establishment has become a welcoming and respected place for the people of Lenox, Massachusetts. It’s a safe haven for those who wish to expand their minds and explore different worlds through books. Even more, it is a community where people are free to share their love and interests without judgment.
Through a combination of fly-on-the-wall filmmaking and interviews, director A.B. Zax gets at the heart of The Bookstore’s appeal. As customers walk in, Tannenbaum greets them, often by name, and effortlessly carries out friendly conversation. He asks them about their kids and their lives. His warmth and ability to connect with others is evident in the funny stories he shares and books he recommends. He recites lines from his favorite works to the camera, not in a pretentious way, but as a true lover of literature. Tannenbaum’s earnestness and charisma is infectious and makes the people of Lenox naturally gravitate towards him.
Zax filmed the documentary during the end of 2019 and the spring and summer of 2020. It’s no spoiler – the documentary states it in its logline – to say that the pandemic forced The Bookstore into hard times. Zax contrasts Tannenbaum’s usual upbeat demeanor with his sadder and more cautious attitude during the pandemic, when he is no longer able to share his passions with other book lovers. The cinematography hones in on these changes with scenes from 2019 lit up brightly with wide, expansive shots, while those from 2020 are shrouded in darkness as Tannenbaum attempts to sell his books through a glass door. However, other stylistic decisions such as the seemingly random switches to black and white and minimal editing do not work, instead distracting from the main focus of the film.
Although Tannenbaum is a compelling subject, the unorthodox structure of the documentary hurts its overall impact. Hello, Bookstore breaks linear continuity by jumping back and forth between 2019 and 2020, resulting to a lack of narrative direction. This renders the lead-up to the news reports of The Bookstore running into financial struggles to be underdeveloped. These structural flaws create pacing issues where the first section introducing Tannenbaum drags. The film successfully shows off Tannenbaum’s affable personality and his standing as a valued member of the community, but it reiterates its point a few too many times.
As a result, the film meanders for longer than necessary. Tannenbaum is a charming character, but he alone isn’t enough to keep the documentary engaging for its full runtime. While its strengths lie in demonstrating the value of community, Hello, Bookstore is far too muddled to deliver any greater ideas. This ultimately limits the depth to which the documentary can delve into its main character and the people that support him.
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