Entertainment in Video was the home video arm of the British distributor Entertainment Film Distributors, releasing films on VHS during the early nineteen eighties boom in video rental. Its 1981 ident became familiar to UK viewers who rented tapes from local video shops, appearing before many features at home rather than in cinemas. As VHS collecting and logo preservation grew online, recordings of the ident were shared by nostalgia channels and editors. It remains used because that brief synth theme instantly evokes the rented tape era for British movie fans.