Moe’s Books

a Snapchat Lens to celebrate 60 years of Berkeley’s legendary book store.

Moe’s Books Snapchat Filter by Siciliana Trevino

India has the Taj MahalBerkeley has Moe’s.” 

The San Francisco Chronicle

We’re commemorating Moe’s 60th anniversary with a special Snapchat Filter that lets you and a friend wear black top hats like the one Moe wore during one of his infamous opening night parties.

On October 12th, 1959 Moe and Barbara Moskowitz opened the doors to their first paperback bookstore and newsstand on Shattuck Avenue in Downtown Berkeley. Later drawn to Telegraph Avenue by the radicals and U.C. Berkeley students, Moe introduced Fair Trade into the book selling industry and the four-level bookstore has survived riots, teargas, recessions and the Internet. It even appears in the 1967 classic film The Graduate, as Dustin Hoffman stares out the window of the now shuttered Caffe Mediterraneum.

Today the iconic store is owned and operated by Moe and Barbara’s daughter, Doris Moskowitz, who published Radical Bookselling: A Life of Moe Moskowitz in 2016, and is at the center of Quirkeley’s 2015 short film New Mo’ Cut David Peoples Lost Film of Moe’s Books, along with Oscar-nominated screenwriter David Peoples and his 16mm workprint of the opening night party of Moe’s on Telegraph.

In late 2014 the little film can was recovered at the Berkeley dump and found its way into Doris’ hands thanks to Kevin Laird, a sharp-eyed, self-proclaimed “yeoman of past lives” who was salvaging for Urban Ore at the time. The film won Best Editing at the 2015 Filmstock Film Festival in Arizona, screened at the 2016 Mill Valley Film Festival and is archived at U.C. Berkeley’s Bancroft Library. It’s available for purchase on DVD at the store’s front counter.

Moe’s Books, located at 2476 Telegraph Avenue, is celebrating its anniversary this Saturday, October 12th from 12pm to 6pm with special edition fortune cookies, snacks, prizes and a raffle. Calle Ocho will be playing live Cuban son, danzon, bolero and jazz.

To activate THE SNAPCHAT filter, click here and install Snapchat if you don’t already have it on your mobile device.

The filter will be active in your filter menu for 48 hours and can be reactivated after the 48 hours is up.

On the right is Moe’s Books Snapchat Filter in action with Doris Moskowitz and Johnny Williams.

Get the filter today, take a snap with a friend and share it with #MoesBooks!

Hat’s off to Moe’s for 60 years of radical bookselling in Berkeley!

New Mo’ Cut Launches at Moe’s Books Tuesday April 7th


 Join film producer and director Siciliana Trevino at Moe’s Books Tuesday April 7th, at 10:30am for the launch of her Kickstarter for New Mo’ Cut: David People’s lost film of Moe’s Books. 

In early February when I started working on New Mo’ Cut: David Peoples lost film of Moe’s Books I didn’t know who shot the found 16mm footage of Moe at the opening night party for his Telegraph Avenue bookstore and I never thought I would launch a crowd-funding campaign. By mid-March the discovery that the filmmaker was Oscar-nominated screenwriter David Peoples’ shocked me as did the realization that crowd sourcing is a dynamic way to build a community around the film, while raising vital funds that will help me bring this unique Berkeley story to the big screen. I couldn’t miss this opportunity to take the New Mo’ Cut to the next level and learn how to navigate the scary all-or-nothing world of Kickstarter.

Now I’m half-way through the interviews and my first crowd sourcing campaign launches tomorrow! Please join me and Doris Moskowitz at Moe’s, Tuesday April 7th at 10:30am for a sparkling cider toast as I push the big green launch button. The campaign runs from April 7th to Friday May 8th, 2015. We hope to see you there. Click here for the Kickstarter preview and be one of the first to see our reward offerings. I look forward to sharing updates and insights on our progress over the next 31 days.


New Mo’ Cut: David People’s lost film of Moe’s Books is a short documentary chronicling the surprising discovery at the Berkeley dump of a 16mm film of Moe Moskowitz at the opening night party for his legendary Telegraph Avenue bookstore in 1965.

Kevin Laird, a recycler working for Urban Ore, found the film canister and managed to deliver it into the hands of Moe’s daughter Doris who didn’t know of its existence or origin. Soon after the film is digitized and put online, Doris discovers the filmmaker is Oscar nominated screenwriter David Peoples. The two-minute, forty-six second workprint is a time capsule of Berkeley and a peek into his Peoples’ documentary film explorations before gaining notoriety as a screenwriter rewriting Blade Runner, earning an Oscar nomination for Unforgiven and co-writing 12 Monkeys with his wife, screenwriter Janet Peoples.

New Mo’ Cut: David Peoples lost film of Moe’s Books recalls one of Telegraph’s larger than life characters, while musing on books, filmmaking and reclaiming history from the waste stream.


  • Doris Moskowitz, Owner, Moe’s Books
  • David Peoples, Screenwriter
  • Janet Peoples, Screenwriter
  • Kevin Laird, Artist
  • Gibbs Chapman, Projectionist, BAM/PFA
  • Alice Schenker, Moe’s Books party guest
  • Dan Knapp, Founder & President, Urban Ore
  • Michael Mascuch, Associate Professor, UC Berkeley