March 31, 1998

Hard to find videos, books and counter culture goes into fifth gear at Angel Heart Cinema Trading Co. "We are fully dedicated to bringing the best in challenging and thought provoking cinema to Central Florida," says the literature. Jesse Sparks, president of Angel Heart, has taken the lead in the fight against censorship and banned films, books and products found hardly anywhere today. Originally from Orlando, Jesse wants people to have 'the choice', so he opened his shop, which is located in the hottest growing little section of town - 815 East Washington Street, just left of "Left Right Left" (Alternative Shoes and Apparel).

If Clive Barker and H.R. Giger created a video store, it would be Angel Heart. Spacious shelving reveals all titles easily and gives the customers a chance to get a real feel for the selections. Alternative art abounds on the walls over the videos, adding a true space for the alternative artist as well as the open minded art lover.

This is the store underground media fans have been dreaming of. I personally have not found anything that comes close to Angel Heart since I lived in Manhattan (happily, Angel Heart is significantly cleaner). But the store's owner is its real core - this is his fist in the face of normality (with large middle finger extended).

Angel Heart?

Jesse: "Well I was trying to think of name and I really dig all the old Steve McQueen movies, so I remember thinking that 'Angel Heart' would be cool."

Is this what you've always wanted to do?

Jesse: "Not at all, I thought, I'm all into this counter culture stuff and just thought Orlando needed it. It really started when I was in New York acting."

You were doing soap operas right?

Jesse: "Yeah, I was on 'All my Children' and did a play with Marlo Thomas, did lead in a new one act and just thought I was over it. So I packed up and came back home. When I found this space was available, that's what really clenched it for me."

Do you consider yourself an avid film buff?

Jesse: "No not at all. I don't even own a VCR or TV other than what's in the store. I really kinda' hate film and hate people that are really picky about film. I just like the whole idea of offering something that people can't get. It goes against the grain."

That's awesome, O-Town really needed this place.

Jesse: "I guess what really planted the seed in my head about doing this was four or five years ago, Ens and Cheri (owners of the Copper Rocket in Maitland)... I told them about this movie I saw, The Bad Lieutenant, and how powerful it was. I'll never forget - I was sick with the flu watching this movie in the middle of the night, and it just rocked me beyond belief. I recommended it to them, and we went to a video store and it looked like junk. They had edited out like thirty minutes of this fucking movie! I thought 'Those Bastards' what gives them the right to do that! The amazing thing is that 95% of the people I've told that to don't even realize that commercial video stores do that."

How are people responding to the store?

Jesse: "I've been getting people from all around as far out as Melbourne and Sanford. I mean a video store like mine has a normal customer radius of three miles. But I consider it more than a video store, with the books, and other products. I want it to be counter culture media source."

Do you specialize in anything in particular?

Jesse: "Yeah, doing special orders. Most definitely, getting hard to find rarities. If there's a copy in the states, I can get it; I'll even go to Canada to get it if I have too. That's another market I'm trying to fill in Orlando."

Where do you see film heading in the next ten years?

Jesse: "I have no idea, I hope it gets better. laughs Like all those indies in New York are becoming the same old Hollywood drivel. They just call it indie; it's like alternative rock. I don't know, as long as there are companies that put stuff out that fucks with you I think we're pretty safe."

As for getting a membership?

Jesse: "Yeah! I take a cash deposit in leiu of a credit card. Most corporate companies won't rent to you unless you have a credit card. It's a forty-dollar cash deposit for the term of the membership. I just know, a lot of people who would be into this place don't have a credit card, so I don't want to isolate them. I don't know of anyone that has a policy like that."

Jesse: "Yeah, there is killer stuff out there. I have a gay and lesbian section, I mean these films are socially relevant, you don't have to be gay to watch them. I want anything left of center."

Check this! You have a THC section.

Jesse: "Yeah, stoner vision section! I mean you don't have to be stoned to watch them, it's just highly recommended."

Jesse: "Look man, you'd have to be stoned to watch that!"

Well, after a lot of blood, sweat and tears, Jesse has pulled it all together. The store is open 11am to 10pm, Monday through Thursday - 11am to 12am Friday and Saturday - (yep even the holy day) Sunday from 12am to 9pm. For the most well-equipped underground machine I've seen in years, get in your car and get your ass down to Angel Heart Cinema Trading Company. It's not hard to find, but what he offers truly is!

Justice Mitchell Loves: Art & Photography, Mom & Dad, Eileen, Friends, Music, and Film. Hates: Dan Leeds and his army of satanic, homophobic, undead girl scouts. Other Articles I've Written