1. Online: Start a Movie Blog - as she watches and/or recieves movies, new and old, she can write up a synopsis, a review and compare it to other movies that people would like. Using tags, she could set up Drama, Classics, Comedy, Sci-Fi, Documentary and other genre tags. She could also link each movie title to Rottentomatoes.com or another social network online that gives various opinions on the movies.
   
2. Offline: Print out these reviews and make shelf cards. She could also place a computer in the store so that browsers can search it.
   
3. Online: Start or join into Technorati tag lists - 10SciFi, 10Classics, 10ChickFlicks, etc. and promote their use through various bloggers.
   
4. Online: Start a Movie Wiki - allowing her customers and friends (and others) add their own favourites, lists, reviews, etc. When she sees movies that she doesn't already have on her shelves, she can purchase them and put a notice up in the Wiki and in the Blog.
   
5. Online: Connect all of her Blog entries and Wiki pages to discussion groups where real enthusiasts can debate the entries.
   
6. Offline: Print comments, feedback and discussions and display them prominently in the store.
   
7. Offline: Get involved in the local business community - collaborate with other businesses in the area to promote one another. Rent a movie, get a free coffee. Buy lunch or dinner at the local restaurant and get a free rental.
   
8. Offline: Start a movie club - like a book club, you can post an obscure art film or documentary, create a group to watch it (together or individually) and get together over coffee and treats to discuss. You could break this off into 'Singles Movie Club', 'Moms Movie Club', 'Chick Movie Club', 'Geek Movie Club', etc. if it's popular. Use the connections in the local business community to promote it (maybe you meet at the coffee shop).
   
9. Online: Use Meetup.com for movie clubs - get the word out further. You may pull in people beyond the neighbourhood that won't rent from your store, but you just never know who they know in your area or whether they'll move or even how much they'll go out of their way for a great experience.
   
10. Online: Research Amazon.com and other user feedback sites for suggestions - these sites create their own lists and provide customer reviews of movies. There may be some brilliant suggestions for movies you wouldn't discover otherwise. [Fan sites, rottentomatoes.com, Technorati searches, chat rooms, etc. are all good places to scour - don't forget to do the occasional search for your business or blog to come up]

There are probably many other ways to use social media for local business and the same way you apply 'Markets are Conversations' online, you can apply it offline. Word of mouth has been around forever, but it's more powerful than it has ever been...and it's only going to get stronger.