I think building a living culture around films before and after they release is a really strong part of the solution. People today connect more through shared experiences than through traditional marketing.
But honestly, it probably needs more than that. Films now have to feel woven into the other things people already care about, such as music, fashion, even memes. If a movie can show up naturally in those spaces, not just through ads, it starts feeling alive again.
Filmmakers also need to see the rollout as part of the creative work, not just something left to a marketing team after the film is done. In a world where attention is so scattered, movies have to invite people into the world before and beyond the screen, not just for two hours.
It is definitely possible. It just takes thinking about movies less like products and more like culture people want to live inside.
I actually think film culture and movies have proven quite resilient amidst the ever declining box office numbers and industry death knell. The quality of contemporary movies undoubtedly fails to live up to past decades but there are signs people (young people) in particular still care deeply about cinema and that it’s cool.
Film TikTok, letterboxd film personalities, revival cinemas and A24 brand loyalty are just a few. Granted, I live in Los Angeles and the demographic leans toward film lovers, but it is shocking how many small theaters have sprung up catering to these crowds. And people come out the screenings. I went to a Wednesday night show of Bertolucci’s five hour cut of 1900 and there were over a hundred people down there.
Latest episode of my film talk show at The Frida Cinema is perhaps the strongest rebuke I could offer.
“Bring back the power of a soundtrack.” Yes, yes, yes! I miss great soundtracks that included original songs played in the movie that were central to the movie. Purple Rain, Footloose and Top Gun are still among my favorite soundtracks that I still listen to.
This gave me chills, and made me so hopeful! As creatives and tastemakers, we have what we need and we know what to do to heal the culture. I can't wait to watch it happen
Hard agree on all of this. It used to be a symbol of pride to go see a new favourite movie two, three or more times in the cinema. Now people mostly just wait for a film that looks appealing to appear on a streamer. I have been guilty of this too, with life getting in the way, but part of my overall vision for 2025 is to go see a movie a week at the theatre. It’s easy to forget how movies make you feel when the lights go down and the sound comes up: it really is transformative. But we need a big reminder as you so aptly say. I love your ideas for making movies more relevant and I hope filmmakers and studios take note. I’m directing my first short this year and will consider your list for getting more attention on it and bringing that magic back to the movies! Thank you for this!
I was in prison from '14-'23 for the most part. I've enjoyed going back to see the movies I've missed during that era, but so little of it speaks to that specific cultural moment of time. Movies are terrified of the world in which they occupy. Characters don't behave like real people -- they don't have social media, they're not passionate about anything beyond themselves. Movies would have you believe that you transition from a teenager into an adult, and then you never change again. Too many characters lack proactivity, they just exist for plot developments that force them to act.
I do think it's worth drawing distinctions between movie advertising in the 90's and today, because so little of it has changed. They still sell the movies in the same way, as if a movie isn't competing with all those other entertainments, videogames, Instagram, etc. Instead, studios roll out IP like a bunch of DJ Khaleds, screaming into the breach, "ANUTHA ONE!" They take the audience's interest for granted. Movie studios need to seduce the audiences. Instead, they're just dropping their pants and going, "Eh? Eh?" It's getting old, in every sense of the word.
I think building a living culture around films before and after they release is a really strong part of the solution. People today connect more through shared experiences than through traditional marketing.
But honestly, it probably needs more than that. Films now have to feel woven into the other things people already care about, such as music, fashion, even memes. If a movie can show up naturally in those spaces, not just through ads, it starts feeling alive again.
Filmmakers also need to see the rollout as part of the creative work, not just something left to a marketing team after the film is done. In a world where attention is so scattered, movies have to invite people into the world before and beyond the screen, not just for two hours.
It is definitely possible. It just takes thinking about movies less like products and more like culture people want to live inside.
I think you are 100% correct!
I actually think film culture and movies have proven quite resilient amidst the ever declining box office numbers and industry death knell. The quality of contemporary movies undoubtedly fails to live up to past decades but there are signs people (young people) in particular still care deeply about cinema and that it’s cool.
Film TikTok, letterboxd film personalities, revival cinemas and A24 brand loyalty are just a few. Granted, I live in Los Angeles and the demographic leans toward film lovers, but it is shocking how many small theaters have sprung up catering to these crowds. And people come out the screenings. I went to a Wednesday night show of Bertolucci’s five hour cut of 1900 and there were over a hundred people down there.
Latest episode of my film talk show at The Frida Cinema is perhaps the strongest rebuke I could offer.
“Bring back the power of a soundtrack.” Yes, yes, yes! I miss great soundtracks that included original songs played in the movie that were central to the movie. Purple Rain, Footloose and Top Gun are still among my favorite soundtracks that I still listen to.
This gave me chills, and made me so hopeful! As creatives and tastemakers, we have what we need and we know what to do to heal the culture. I can't wait to watch it happen
Hard agree on all of this. It used to be a symbol of pride to go see a new favourite movie two, three or more times in the cinema. Now people mostly just wait for a film that looks appealing to appear on a streamer. I have been guilty of this too, with life getting in the way, but part of my overall vision for 2025 is to go see a movie a week at the theatre. It’s easy to forget how movies make you feel when the lights go down and the sound comes up: it really is transformative. But we need a big reminder as you so aptly say. I love your ideas for making movies more relevant and I hope filmmakers and studios take note. I’m directing my first short this year and will consider your list for getting more attention on it and bringing that magic back to the movies! Thank you for this!
I was in prison from '14-'23 for the most part. I've enjoyed going back to see the movies I've missed during that era, but so little of it speaks to that specific cultural moment of time. Movies are terrified of the world in which they occupy. Characters don't behave like real people -- they don't have social media, they're not passionate about anything beyond themselves. Movies would have you believe that you transition from a teenager into an adult, and then you never change again. Too many characters lack proactivity, they just exist for plot developments that force them to act.
I do think it's worth drawing distinctions between movie advertising in the 90's and today, because so little of it has changed. They still sell the movies in the same way, as if a movie isn't competing with all those other entertainments, videogames, Instagram, etc. Instead, studios roll out IP like a bunch of DJ Khaleds, screaming into the breach, "ANUTHA ONE!" They take the audience's interest for granted. Movie studios need to seduce the audiences. Instead, they're just dropping their pants and going, "Eh? Eh?" It's getting old, in every sense of the word.
Fromtheyardtothearthouse.substack.com
You nailed this
I’m working on a script that will ignite this change.
This is punk as hell LFG!!!
Resonates