There is a code of conduct for the multiplex experience, intentionally broadcast before a movie: When the lights begin to dim, we turn off our phones and end any side discussion. However, if its dispatch evil No indication of screening across the country, this code is not being followed.
The much awaited musical movie is coming soon evil Arriving at the theater, it’s hard to scroll through social media without seeing images — if not the entire scene — taken from patrons’ phones. of in-theater recording evilIts signature number “Defying Gravity” is all over TikTok. an x the user It went viral asking fans to post pictures of themselves during the movie. This immediately ignited a conversation among film critics and cinephiles about the general public’s lack of theater etiquette. But is it entirely their fault?
It’s safe to say that the film marketing tactics of the past few years have taught people how to show up to movies — ready to whip out their phones. That’s not to mention the advent of streaming, and the years spent mostly indoors during the pandemic, which must have played a role in the lack of movie-going etiquette.
In Barbenheimer’s terms, movies are meant not just to be shared with a room full of people but to be shared with others on social media. The endless product and product tie-ins that come with IP film, as well as the more organic efforts to arrange for screenings, make the very mundane experience of sitting in a dark room for a few hours “stuff.” But what happens to moviegoing when it all becomes shared?
‘The movie is going for the village
In an effort to recover from the pandemic, people are increasingly encouraged to get off their couches and back into movie theaters. These innovations have certainly elevated the movie-watching experience beyond snacking on popcorn, ultimately making it far more shareable and post-worthy online.
From 2019, when AMC offers Specially designed R2-D2 popcorn bucket to coincide with its release Star Wars: The Rise of SkywalkerNovelty items have made a huge comeback. Now, they’re an expected bonus when buying tickets for the biggest release of the year. Over the past few years, AMC has sold buckets and cups uniquely designed for Gunjan movies Mario Bros. Movie, Renaissance: A Beyonce MovieAnd Dune: Part Two. The last film’s elaborately designed bucket – like a shelf face with an opening – attracted so much attention that one of its episodes got its own parody song. Saturday Night Live.
The 4Dx experience is another in-theater development that patrons can’t stop posting about. Immersive formats, involving motion seats and practical effects, have gained a lot of popularity for movies this year Madam Webb, TwisterAnd Deadpool and Wolverine. However, most of this talk happened online, especially on TikTok dominant And regular customers Punching themselves around and spraying them with water as the film runs.
Outside the theater are studios Invest more and more money Their most notable movie, the most notable event in the extensive marketing campaign is the 2023 hit barbie And this year evil This ad originally featured endless brand collaborations, from luxury car from CrocsAll designed to be collected and shared on social media with movie hashtags The ubiquity of the marketing suggests that if you haven’t seen these movies in theaters, you’re missing a huge singular cultural moment.
Studios have also turned to influencers to deliver Initial reaction to the movie. Sometimes, these popular X and TikTok users are invited to advance screenings alongside journalists. More and more cases – like with Gladiator 2 And evil- They are given earlier access to these movies than some critics.
Amidst all these orchestrated marketing movies, it seems consumers are finding unique ways to enhance their movie watching experience for themselves For example, the trend of “themed dressing” seems like a sincere expression of film fan culture with organic roots. In the past, this trend was reserved for films dealing with “constructed culture”. Star Wars And harry potter. but “Barbenheimer” making this activity a natural habit for the average moviegoer. Without a studio directive, everyone got a pinky-tinted memo at their screening barbie And, on a lesser scale, looks black Oppenheimer. Since then, marketers have clearly noticed. This one seemed obvious Promotional video Blake Lively filmed a domestic abuse movie earlier this year It ends with uswhere he urged ticket-buyers to “wear their flowers” in theme with the movie’s florist protagonist. The same thing is happening here evil The show, where fans are wearing pink or green clothes, even full-on green face paint to mimic the main character Elphaba. If fans don’t plan to dress themselves up, the pink-and-green marketing certainly conveys that it’s an important part of the theater experience.
What is a communal space when it is all about content?
Since evilAt its premiere, moviegoers — with their themed costumes — often posted their reactions to the film on TikTok and X straight from the theater. one trend that proven popular A format where a user posts a rough cut of their emotional reaction to a movie before the credits or out of the theater. In other cases, there are people Take pictures of yourself or The person next to them His reaction while they are watching the movie.
Many of these emotional responses are genuine. But the urge to self-broadcast in the middle of a movie speaks to a misunderstanding or, in some cases, a complete disregard for the sanctity of the movie theater. At its worst, it shows a lack of respect for other people’s in-theater experience.
This phenomenon has become a problem outside the theater as well. in case evilMany users posted photos of the film with spoilers or key scenes
Undoubtedly, Studio’ is the latest embrace Influencers as marketers It has something to do with it. In an article for The Hollywood ReporterWriter Pamela McClintock says that, because “advertising on TV is more complex and expensive,” studios have had to “explore different promotional routes, including TikTok, Snapchat, Instagram, YouTube and other platforms.” Similarly, influencers are now attending press junkets, activations and other events, which suggests that going to the movies is also about engagement.
Entertainment reporter Raven Brunner says the screenings have contributed to the movie-posting problem, as influencers and even critics are encouraged to take and post photos. “When you go to an early screening, they have that customized banner that’s supposed to be photographed before the movie starts,” he says.
It’s hard not to draw a line from the posts circulating after an advanced screening—whether from a film account or a celebrity – Picture time to the average moviegoer evil. Comedian and author Josh Gundelman thinks this problem reveals the tendency of moviegoers to see themselves as “creators” first. As a result, they prioritize what they share with others over their own consumption.
“There’s a lot of ways to be like, ‘Hey, check me out. I’m a person who’s involved in world culture, which I think is fun,'” he says. “But you can do that without second-guessing everyone else’s experience in the theater. .”
Still, he doesn’t think all movie-posting comes from a shallow, attention-seeking place.
“I always try to be understanding and appreciative of people who want to do something, like a long vlog response and just share their thoughts about art,” he said.
Still, there are basic rules of behavior in public that people, especially younger, more online generations are struggling with The pandemic probably didn’t help after spending most of the last few years inside watching movies on streamers.
At the very least, these inevitable spoilers and leaked scenes show an enthusiasm surrounding the movie (or at least the specific title). Maybe there’s hope that, in a world where young people are influenced to watch movies again, they can also be influenced to turn off their phones.
