By now the impact of the COVID-19 pandemic can be felt in practically every area of modern society. With the question now shifting from ‘How long until things return to normal?’ to ‘Is it possible for businesses to operate the same as before?’ the future has never been less certain.
The movie business, just like virtually every industry, was hit hard by the pandemic, resulting in a number of releases being shelved for future dates and studios adjusting their strategies to implement digital releases for several major titles. Most notably, Universal controversially decided to digitally release Trolls World Tour and reportedly set records as the highest grossing VOD title in terms of revenue for the studio. This willingness of studios to forgo theatrical releases coupled with the enduring social discourse around streaming eventually overtaking the theatrical business model raises the question of whether these actions are a precursor to a new norm in which movie theaters are phased out from existence.
A number of critics and professionals have already spoken out about the myriad benefits movies released in a theater present over streaming them at home. The arguments range from an emotional attachment to the activity throughout their life, the technical advantages theaters have in bringing the story to life, as well as the financial benefits the theatrical business model offers.
All of these claims are well substantiated as there is no doubt an experiential quality to seeing a film in the theater that can justify the premium price. Additionally, recent studies support the notion that shorter home release windows actually reduce potential studio revenues in the long run. While all valid points, they still overlook perhaps the most critical reason why the theatrical business model must be preserved in the face of this pandemic.
The in-theater experience is essential due to its ability to foster positive social change. Arguably more than any other medium, film plays the unique role of offering viewers a narrative that can expand their understanding of social issues and even challenge the status quo for the good of society.
As early as during World War II, film served as a valuable communication tool for propaganda purposes in its depiction of the atrocities committed by the Nazi regime during this time. More recently, films such as Black Panther, Crazy Rich Asians, and Parasite have continued this trend of reflecting relevant issues and creating thought-provoking stories that challenge social norms and can have a far-reaching impact to persuade viewers to act differently.
In addition to benefitting society, this form of appeal is also good for business, as many recent top grossing films featured themes related to social change. A core component of why consumers are drawn to these stories is in their ability to instill a perception that the viewer themselves is actively contributing to the movements depicted in these films. Purchasing a ticket to see the latest film featuring an underrepresented culture or a story that shines a light on environmental issues can feel like the best of both worlds for consumers, as they are treated to a film offering a novel story, while also feeling as though they are helping the cause.
The physical behavior of going to the movies is also essential to this phenomenon as it transforms the passive activity of watching a story into something more active. The consumer is essentially taking action in purchasing a ticket, coordinating with their party, and physically traveling to the theater to watch this story with a group of other individuals who were also drawn to it. This public setting allows the consumer to avoid distractions and focus all their attention on the story unraveling before them and further cements the notion that this is a meaningful event and they are an active contributor.
The final piece in how such films transform into a full-blown social movement is due to the exclusivity that accompanies purchasing a ticket. Movies having limited availability, either via their popularity causing the box office to sell out or an initial limited release, are especially conducive to fostering social change. This scarcity enables a limited number of individuals to see the film first and through a combination of wanting to boast about seeing it and share how powerful the message was, they are inclined to discuss information about the movie with others.
Take for example the 2019 film Parasite, which began its theatrical run with only a select number of theaters. After grossing the highest per-venue average of any international film, it steadily rolled out to a larger number of theaters and climbed the box office charts. Word of mouth around the film’s quality and poignant social themes built up during this time and resulted in a film that challenged the South Korean class conflict eventually winning best picture at the Oscars. Had Parasite been released via a streaming service it’s questionable whether the film would’ve garnered the same level of popularity and acclaim, not to mention the attention to its socially relevant message around wealth disparity.
There’s no denying that stories related to positive social change presented via streaming platforms can still have an impact and spark a dialogue, especially via social media. Roma, which was available via Netflix in addition to a handful of movie theaters touched on important themes related to feminism and class divide, was buzzed about during its release and even ended up collecting a number of Oscars for that year.
Streaming is limited though in its impact as it prevents viewers from becoming active participants of an event and therefore dampens the stories widespread influence. A film such as Black Panther that was deemed a groundbreaking achievement in African American representation and even mandated field trips for select elementary schools, may not have achieved this feat without a theatrical release.
Film’s ability to enthrall society whilst provoking and challenging their pre-conceived notions would be severely hindered without movie theaters to host them and the world would be at a great loss as a result. While the future of society and the movie business remains irresolute during this time, one thing that’s certain is that the in-theater experience is precious and it must endure beyond this pandemic.
