North Reading Photo Shop Helps Quarantined Residents Reminisce

NORTH READING, MA — North Reading residents may be glued to their TV's like most quarantined Americans, but they're not watching sitcoms, they're watching home movies. Since the new coronavirus pandemic began and Governor Charlie Baker's stay-at-home order was issued, Advanced Photo in North Reading has been turning residents old VHS tapes into DVDs and MP4s.

Shop owner Al Pereira came up with the idea about a month ago as a way to stay in business during the pandemic. As a photographer, the bulk of his profits come from event coverage — with weddings and banquets getting canceled, Pereira got creative with his work.

"I posted on Facebook asking residents to go on a 'treasure hunt' for old VHS tapes, home movies and photos, things they haven't looked at in a while," Pereira said. To minimize the potential virus spread and put customers at ease, Pereira offered to pick up and drop off the photos at customers' homes as well as at the store.

Since the post was published on March 21 the orders haven't stopped coming in. Pereira said he's busier than ever. Residents aren't just looking to reminisce but to share their memories with family, Pereira said.

"I get customers who tell me they want videos digitized because their kids are home and they want to show them what their parents looked like when they were young, or their birth, they want to share that," Pereira said, "Everyone is taking advantage of this family time."

Advanced Photo has been in business in North Reading for over 20 years, with Pereira and one other employee manning the shop. While the income from Pereira's nostalgic project isn't enough to make up for the events he would normally be covering, he says it's been enough to pay the shop bills thus far.

"We're lucky we have a reserve of money saved for times like this," Pereira said, "But I give it another two months."

Last month alone, Pereira said he lost $30,000 worth of work due to event cancelations.

As the pandemic pushes more jobs to be virtual, Pereira said he's seen an uptick in real estate photography business and virtual tours. Prospective homeowners who don't want to risk infection by visiting a property have leaned on virtual tours to view homes.

"I filmed a virtual tour of a home last Thursday and the very next day, the home sold," Pereira said. He has to "suit up" with a mask, gloves and protective footwear while out on a shoot, but he doesn't mind and welcomes the extra income.

As a North Reading resident, Pereira said he's seen the toll the pandemic has taken on the community, specifically high school seniors who won't be able to close their last year out together. Pereira is ironing out an idea to create personalized banners for each graduating senior with their photo, and hanging the banners along the high school football field fence.

"It'll be something for the kids to see when they're driving by, their family and friends and be proud," Pereira said,"If I can make someone's day, that's more important than making a buck."

(If you have a story of a local business or organization that is looking to lend a hand to those in need during the new coronavirus pandemic, or lift spirits amid social distancing and isolation, Patch wants to let people in your community know about it. Contact Samantha Mercado at Samantha.mercado@patch.com to help us spread the positives during this uncertain time.)

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