Sunday, March 9, 2025

The Films of Celine Sciamma: A Portrait of a Lady on Fire



                The fourth film in my analysis of The Films of Celine Sciamma is the sapphic period drama A Portrait of a Lady on Fire. The first film of Sciamma’s career, which isn’t placed in a modern context, is also the film with the most thematic depth and cinematic nuance, where the command of her craft is on full display. Sciamma crystalizes in celluloid the thought, themes, and philosophy that encapsulates her vision as an auteur.  Yet, when taking a critical sociological perspective to Sciamma’s most celebrated work to date, we see the cracks in the acrylic that are caked on the canvas. In fact, through this lens, some of the noted and praiseworthy aspects of the film may be reevaluated; an unfortunate sociological turpentine that dissolves the heavily lauded art on screen.

 


PLOT

Marianne (Moemie Merlant) a 1770’s French painter is called to Brittany, France to paint the portrait of a Noble woman’s daughter, Heloise (Adele Haenel). The portrait is designed to entice a Noble man to marry her client’s progeny. However, because Heloise is resistant to the chattel marriage that she has been thrust into by the suicide of her older sister, the painting must be drawn in secret. As Marianne and Heloise get closer, the objective artist’s gaze turns romantic and is reciprocated. Every day, as the painting becomes closer to being finished, so too is their precociously perennial passion endangered of being snuffed out by time, class status and circumstance.

 

HISTORICAL CONTEXT

            In both the production of A Portrait of a Lady on Fire and the period it is supposed to represent, there are liberties and contrivances that allow for a more modern/postmodern interpretation outside of the conventions of the context depicted. Granted, Sciamma and painting consultant Helene Delmaire, mined history to construct the amalgamated backstory of Marianne, giving her the blended narrative flavor of many female painters of the 1770’s. Still, the whole conceit of the film is in and of itself a respite from the patriarchy, which by design, allows for a more contemporary perspective. Thus, in addition to deploying her pioneered “female gaze” in the picture, Sciamma makes a period film feel contemporary, at the same time, giving historical legitimacy to the anachronisms she adds.

            Production

            Principal Photography for A Portrait of a Lady on Fire occurred in the Fall of 2018, taking only 38 days. Shot entirely on location at Saint-Pierre-Quiberon in Brittany and a château in La Chapelle-Gauthier, Seine-et-Marne; the film embodies the realities of aristocratic life of the time. In vacant hallways and empty rooms, Sciamma and Cinematographer Claire Mathon tangibly render the differences between class status and wealth.

In most (improper) cinematic depictions of the aristocracy, be they English or French, there is a level of opulence that was uncharacteristic of the time[1]. This specific anachronism is more a product of illustrating class struggles, particularly the chasmic gulf between the rich and the poor, almost by a one-to-one comparison. The rich are lavishly dressed and well fed, with gluttonous amounts of food prepared in an assortment of feasts for no actual occasion other than the whims of the ruling royals. Sciamma dispenses with the glitz, glamour and lavishness of an irreconcilable fantasy of familial nobility; indicating through the subtle barrenness of the Chateau, and the sacredness of the green dress for the portrait, that while the family (and their name) still holds esteem and social capital value,[2] they are also poor.  Thus, they use chattel marriage as a necessary way out of destitution.  



   

            In the film, this distinction is vocalized in an argument between Marianne and Heloise:

            Heloise: You blame me for what comes next…My Marriage. You don’t support me.

            Marianne: You are right.

            Heloise: Go on. Say what burdens your heart. I believed you braver.

             Marianne: I believed you were braver, too.

            Heloise: That’s it then. You find me docile. Worse. You imagine me collusive. You imagine my pleasure

            Marianne: It is a way of avoiding hope.

            Heloise: Imagine me Happy or Unhappy if that reassures you. But do not imagine me guilty. You prefer I resist?

            Marianne: Yes.

            Heloise: Are you asking me to? Answer Me!

            Marianne: No.  

This conversation is further punctuated by the freedom Marianne has as a painter because she inherited her father’s business. It affords her the choice to be married or not; something that Heloise points out is a luxury she does not have after her sister’s suicide. It is this sense of and taste of freedom that Marianne both represents and provides Heloise which she first finds attractive; a status that she cannot achieve but through this brief respite.




            Rather than shoot on film, Sciamma and Mathon chose to photograph using 8k cameras, to give the film an overexposed look. In an interview with The Criterion Collection, Sciamma states that this hyperclarity was important to the intimacy of the film and the overall tenderness between the actors. According to Sciamma, skin, and the capturing of its shades and textures were so important to the film, that it needed to have a bold sharpness that would accentuate the subtle nuances of light, shadow, costume and movement. Mathon and Sciamma framed each shot to emulate Victorian paintings; often having the actors in a wide shot with the camera locked off, allowing the actors to move freely about the space, seemingly not worrying about marks, or blocking. To complement the shot composition and the artistic crispness of the images being captured, Mathon and Sciamma decided to only use natural light, candlelight, or light from the cookfire to illuminate the scene. This diegesis articulates the filmmakers desire to emulate literal artwork. The combination of light and shadow drifting across the screen creates a mirrored seductive dance that visually articulates the desires of Marianne and Heloise. With the elements of the 8k cameras, the wide angle locked off camera shots, and use of natural and diegetic lighting, each frame truly is a painting.




            Sexual Prominence

            As implied in the film, the period of the 1770’s in France was indifferent but not openly hostile to those in the LGBTQAI+ community. While there wasn’t a public embrace of practices; there was an acceptance of existence. Yet, comparatively, just a few years after the time the events of the story take place, France would take some of the biggest and boldest steps toward tolerance and eventual acceptance of the LGBTQ community by being the first country in history to decriminalize sodomy after their Revolution in 1791.  Additionally, like in other geographic locations at the time, it would take generations for these practices to coalesce and solidify into a particular identity that was not only accepted, but welcomed and vigorously defended.

            As with the differences of class and wealth, the film depicts how class differences allow for greater obfuscation of non-heterosexual identities, desires and behaviors. Prior to her sister’s death, Heloise lived in the convent. This is presumably due to her sexual proclivities and thus would have gained some measure of peace had her sister not trapped her in the institution of the heterosexist patriarchy through her suicide. This personified using the green dress in the titular ‘portrait’[3] and the portrait itself.

In prerevolutionary France, as with many other cultures that use the corset (as the green dress does in the film) it is a garment that both “lifts women up and brings her down (Gibson 2020: 109). Both the green dress and the function of the portrait is to entice men. Yet, as we see in the film, the production of the portrait is one that is full of agency, as is the way and under what conditions the corset is warn. Both corset and portrait manufacture a patriarchally pleasing “womanly shape” and both are the product of male fetishization. Yet, the production of these products is female controlled. In Portrait, the women carve out space for themselves to have as much agency and choice they can glean from the ubiquitous and ethereal patriarchy throughout the near totality of the film’s runtime. Even though Marianne and Heloise know their time together is ephemeral, the women still choose to have it. As Dr. Gibson is fond of saying: “You always have a choice. It might be a choice with horrible options, but it is still a choice…and you always have to make it.” (Brutlag 2023).          

The isolation of the characters in the film, not only allows them to escape the latticed interlocking mechanisms of the patriarchy but allows them to build a queer feminist commune; one that is built on mutual respect, friendship and eventually passion. In her novel, Herland, Gilman (1991) illustrates the female commune as a Utopian society that is unraveled by the presence and intervention of men. Each man in Gilman’s story is a representation of consistent masculine stereotypes which are found in the patriarchal society. It is this combined effort which eradicates (through the slow and steady toxicity of masculinity) the feminist commune utopia. A society that had no crime, war, or political strife. A society that had a care model that engages in socialist practices, not just its rhetoric. Yet, Gilman (1991) cannot conceive of women having sex with each other. Instead, because motherhood is so important, children are genetically engineered in “Herland”. Yet, while Gilman (1991) is suspiciously quiet about homosexuality, Sciamma seems to be parroting Simone de Beauvoir (2010) in acknowledging its naturalness; and the complex mechanism of psychology, social circumstances and history that contributes to its self-discovery and active choices. Women just need a chance and space to create this sapphic feminist utopia for themselves.

During the film’s production, French Government launched “The International Strategy for Gender Equality”

 France is enhancing the coherence and effectiveness of gender actions in its development assistance policies and external action. The 3rd International Strategy for Gender Equality (2018-2022) is a steering tool designed to coordinate France’s efforts to improve the situation of women around the world. The strategy is the international embodiment of the President’s commitment to make gender equality the great national cause of his term.

This strategy acknowledges that women and girls are disproportionally affected by poverty, violent conflict and climate change, causing them to experience and face unequal and undo hardships, barriers and a constant threat of sexual violence around the world. Therefore, this strategy “enable survivors of conflict-related sexual violence to access compensation and reparations to help them reintegrate to society” …through a Global Survivors’ Fund. Additionally, this strategy bolstered political support for gender issues, financial equity issues, and made them more visible to the public. During that same time, the Ministry for Europe and Foreign Affairs and the AFD, provided €120 million over three years (2020-2022) to finance the activities of feminist organizations worldwide.

            Concurrently, during the #Metoo movement in the United States, Ninety-nine prominent French women signed a letter accusing the Hollywood anti-abuse campaign of censorship and intolerance.   Stating:

            What began as freeing women up to speak has today turned into the opposite – we intimidate people into speaking ‘correctly’, shout down those who don’t fall into line, and those women who refused to bend [to the new realities] are regarded as complicit and traitors

The article cited perceives a populist puritanism that fails to see nuance in a complicated subject. While these activists are right in principle, their consistent protection of men and their use of the shield of sexual positivity minimizes, deflects, and ignores the ways that sexual assault and the sexual violence of “The Rape culture” is polymorphous.




            A Portrait’ of Sciamma and Haenel: A Revisionist history?

             This was the first film I watched from Celine Sciamma; and it was the brilliance, masterwork and love of this film that made me want to include Sciamma in this director series. As readers can tell from previous essays, as I began to go back into Sciamma’s filmography beginning with her loose “Coming of Age” trilogy, I was troubled by what I found. I had expected to see shades or echoes of the technical mastery that is found here in ‘Portrait’ from a filmmaker who compassionately shows women’s burgeoning love through agency, autonomy and choice. A filmmaking style that was a much-needed relief from the objectifying patriarchal male gaze that propagates in any (moving) picture directed by any cisgendered man with a fragile ego that sees the camera as an extension of his genitals. Instead, I perceived Sciamma’s films to expose predatory sexual behavior, faux trans allyship and racism. So, when I rewatched this film as background and context for this review, I was worried that my perspective would shift and my love for this film would diminish. Surprisingly, even though I revisit this film annually, I still found it to be a feminist, passionately erotic, longingly heart wrenching masterpiece. Yet, I could not reconcile my perceived incongruity between this film and Sciamma’s earlier work[4]. Was I not seeing something darker in Portrait that I had seen in the previous trilogy, because of my affinity for the film? Did I need to give the coming-of-age trilogy another shot? As I was mulling over this inconsistency while I was rewatching Portrait, perplexed by my take of her previous films stating: “I like that this one [Portrait] is about choice and agency from two women of similar ages that have equal power and control in the relationship.” And this was what Adelle Haenel did not have when she entered into a romantic relationship with Sciamma after Water Lillies. Then, taking a broader analytical look, I remembered that the part of Heloise was written for Haenel, and it all clicked into place.

            When you look at Portrait through the lens of Sciamma’s and Haenel’s relationship, coupled with the knowledge that Heloise was written for Haenel; the relationship between Marianne and Heloise becomes both autobiographical and revisionist. Sciamma seems bent on reconceptualizing her relationship with Haenel without the imbalance of power that existed when they met through their roles in the film production of Water Lillies, and their considerable age difference. Marianne, the painter, is Sciamma’s surrogate observing Haenel’s Heloise. The framing and shooting of Haenel betray the intimacy that was once between the director and actor; just as Marianne in the film can capture Heloise with a loving grace that is unmatched. Art imitates life in Portrait as Marianne’s existence (as a free Queer woman) entices Heloise, and it is through Marianne’s guidance that Heloise’s (sexual) world opens. Through this critique, every aspect of erotic passion and intimacy seems like an abuser in their contrition stage gaslighting their victim into believing their version of events. This cinematic gaslighting allows Sciamma to attempt to reframe her past relationship with Haenel as less predatory. But this practice also recontextualizes the female gaze, one of this film’s most lauded strengths.



 

SOCIAL ANALYSIS           

            A Portrait of a Lady on Fire has a forward-facing feminism at every level. Writer/director Celine Sciamma is a self-identified feminist that cites French Feminist literature and art,  95% of the cast and 65% of the crew that worked on the project are women, the overarching themes are feminist, collectively dealing with contemporary women’s issues, and many journalist and scholars have written about the film regarding: The feminist politics of love, female solidarity, erotic entanglements of ambition, and of course the female gaze. The film also won the Screenplay award at Cannes and even won that year’s Queer Palm; marking the first time the prize has been given to a female director. The praise for this film is exceptional, because this is an exceptional film. On every technical and narrative level, this film is perfect; allowing a richness of commentary that is widely diverse, extending well into the cultural zeitgeist. Genovese and Paige (2024) update Adrianne Rich’s landmark “Compulsory Heterosexuality and the Lesbian Existence” through the prism of ‘A Portrait’, discussing the way that queerness can be a freedom within a heteropatriarchal society that continue to plague these relationships, lurking around the corner like some horror movie villain. Meanwhile, they see the use of the Orpheus and Euridice myth both romanticizes and gives agency to the tragedy of Marianne and Heloise’s fleeting relationship (Genovese and Paige 2024).

In the face of such excellent analysis and work on the subject, much of what follows may seem both shallow and derivative, as the power and excellence of this film is well documented. Yet, the splinter that continues to dig its way into my brain throughout all my reviews of Sciamma’s work thus far, is the incongruity between what the films say they represent, and aspects of the film’s production that contradict that messaging. As stated earlier, Sciamma’s predatory shot composition in Water Lilies, her disingenuous trans allyship without taking a stance on Trans politics in Tomboy, the white savor-y way that Sciamma looks at Black girls in  Girlhood, and the revisionist gaslighting of Sciamma’s previous relationship with Haenel in Portrait speak to a hypocrisy that is difficult to ignore. Thus, this section will both echo the film’s acclaim and interrogate the unresolved criticism I have with Sciamma as a filmmaker.

The Female Gaze

Sciamma is credited with articulating “the female gaze” in cinema. “The female gaze” is often framed against the typically cinephilic “male gaze” that genders the perspective of the camera as being heterosexually male. This is due to the historical sexism of the industry and the longevity of female exclusion behind the camera, especially as writers, cinematographers and directors. The longitudinal result of this is a film culture with established filmmaking techniques that objectify women. Since camera movement and angles, shot structures, and compositions all assume a male perspective, many of those movie methods are inherently sexist, often without the awareness of those that participate in its re-creation…especially if those people identify as men. Unfortunately, this also led to a shallow understanding of “the female gaze” to only mean: “when the camera is gendered heterosexually female”, which resulted in the increasing practice of men being objectified by the camera in a similar way. It is important to note that this can never be an equal one-to-one comparison due to the patriarchal power dynamics that are still in the industry. Sexualizing men in a similar way as the sexualization of women does not have the same level of impact. Conversely to this popular opinion, “the female gaze” is a point of view of the camera that respects the subjectivity of the person being looked at by seeing them as an individual and indelible to the person who is looking (Genovese and Paige 2024).




Sciamma illustrates this definition beautifully in this conversation between Marianne and Heloise:

Marianne: I did not mean to hurt you.

Heloise: You haven’t hurt me.

Marianne: I have, I can tell. When you are moved you do this thing with your hand.

Heloise: Really?

Marianne: Yes. And when you’re embarrassed, you bite your lips. And when you are annoyed, you don’t blink.

Heloise: You know it all.

Marianne: Forgive me. I’d hate to be in your place.

Heloise: We are in the same place.  Exactly in the same place. Come here.  Come.

            Marianne approaches and stands next to Heloise

Step Closer.  Look. If you look at me, who do I look at? When you don’t know what to say you touch your forehead. When you lose control, you raise your eyebrows. And when you are troubled, you breathe through your mouth

When viewing this scene through a feminist lens, the audience is witnessing the building of a sapphic romance with a melancholic tragedy at its core; but one that is based on equal power, as Heloise states “They are exactly in the same place.” Objectively, this is as Sciamma describes in interviews, “the manifesto of the female gaze.” However, when you frame this same scene in the context of Haenel’s and Sciamma’s past relationship, the motivation seems more nefarious. Sciamma, the writer director, having Heloise say, “They are in the exact same place.” is a line spoken by her former lover, Haenel, to the character of Marianne, the Sciamma surrogate in the narrative. This can be taken as an attempt at providing Sciamma with absolution. Through this dialogue, Sciamma recontextualizes her past relationship with Haenel as being more egalitarian by proxy than it was in reality. By eliminating the power imbalance of both age and occupation when their relationship began, Sciamma revises her relationship with Haenel without taking any of the responsibility.  Additionally, through this critique, every single instance of positive, informed and active consent between Heloise and Marianne depicted in the film, cast doubt on how much active and informed consent there actually was in the relationship between Haenel and Sciamma themselves.    




Abortion and Access to reproductive care

A major subplot of A Portrait of a Lady on Fire is the solidarity that Heloise and Marianne have with Sophie as they create a temporary feminine collective (Genovese and Paige 2024). Together, Marianne and Heloise assist Sophie in ending her pregnancy once Sophie expresses that she wishes not to remain so. As the first few attempts prove to be unsuccessful, Marianne and Heloise accompany Sophie to a female commune where she undergoes a procedure to terminate the pregnancy. Genovese and Paige (2024) along with many other scholars and journalist reviewing this film, focused on the symbolic importance of the male coded infant in the bed with Sophie as the representation of masculine fragility and the social construction of toxic masculinity that eliminates the natural compassion all humans possess when witnessing the pain and anguish of another person.

Just as important, but less frequently mentioned, is Sophie and Heloise’s re-creation of the procedure for Marianne to paint for posterity. The depiction of these abortions is not only a way to catalog history, but provides those looking for similar procedures with hope that such a thing is possible. This is the feminist power of female solidarity and the strength of women as a collective when they are not socialized through the patriarchy to “bargain” away their power; causing the alienation and vilification of each other for the benefit of men. It is this unity that truly scares the patriarchal power, because men are socialized to not be complete human beings without women. Instead, they are socialized to outsource emotional labor and compassion to women. This is in addition to the lack of life skills that keep men in conditional dependency to the structure of patriarchy. Thus, female solidarity, a feminine collective or a matriarchal society is a principled threat to the patriarchy and therefore must be eradicated. Gilman (1991) illustrated this over a century ago in Herland where the insecurity of men attempts to dismantle the matriarchy of a feminist utopia. It is this very same fear and insecurity that has played out in US politics over the last 50 years.         

 In 1969, prior to the ratification of Roe v. Wade, the Abortion Counseling Service, code named “Jane”, referred women to abortion providers who set both prices and conditions (Kaplan 2019). This was an underground effort by a group of women to provide necessary life saving and changing services to women at a time when unwanted pregnancies increased the mortality rate of women through botched abortions with coat hangers in “back alleys”[5]. These remarkable women curbed the dangers of non-state sanctioned abortions until the process was governmentally regulated; the Abortion Counseling Service being one of the first legal abortion clinics established in 1973 after Roe. With Roe being repealed in June of 2022, and the 18 state trigger bans on the procedure, that were enacted once the federal law was eliminated, the US saw a 2.3 % increase in maternal deaths in the near three years hence. Thus, as predicted by women’s health advocates and scholars, the total number of abortions have not decreased; only the number of safe abortions where the lives of women are in less jeopardy. Therefore, like Sophie, many of today’s US women are leaning on female community solidarity to provide a service that was once determined to be an autonomous body right for women for nearly 50 years.

 

CONCLUSION

            The much-deserved accolades for Sciamma’s fourth film in her filmography, A Portrait of a Lady on Fire, position it to be the writer/director’s Magnum Opus, and the work she will be most associated with in perpetuity. It is a masterpiece of filmmaking in both technical skill and feminist thematic ideology. A miraculous cinematic achievement: a period piece that both centers itself on the realities of the past, while allegorically connecting to the same struggles of the present. Yet, it cannot be ignored that the development of the story and the overarching narrative seems retroactively self-serving; allowing Sciamma to absolve herself of criticism and guilt by using the language of film to recontextualize past relationships and abdicate blame.  

 

REFERENCES

Brutlag, Brian 2023. “Episode 29: The Handmaid’s Tale Franchise with Dr. Rebecca Gibson” in The Sociologist’s Dojo Podcast 142:22  https://thesociologistsdojo.libsyn.com/episode-29-the-handmaids-tale-franchise-with-dr-rebecca-gibson

de Beauvior, Simone 2010.  The Second Sex new York: Vintage books  

Genovese, Emma and Tamsin Phillipa Paige 2024. “Life as Distinct from Patriarchal Influence: Exploring Queerness and Freedom through A Portrait of a Lady on Fire.” In Australian Feminist Law Journal 50: 1 pp. 91-112.

Gibson, Rebecca 2020. The Corseted Skeleton: A Bioarcheology of Binding New York: Palgrave Macmillian

Gilman, Charolette Perkins 1991. Herland and Selected Stories Barbara Soloman eds. New York: Signet Classic.

Kaplan, Laura 2019. The Legendary Underground Abortion Service New York: Vintage Books.

Sciamma, Celine 2019. A Portrait of a Lady on Fire Lillie Films/Neon France   



[1] Especially in the late 1770’s France where the seeds of revolution were being planted for a harvest that bore fruit in 1789.

[2] Social Capital is a Bourdieuian term to mean the value of a person’s  social relationships within a particular society. The value of those relationship have the ability to change depending on the changing context and dynamics of a particular social situation.

[3] I am aware that the actual “Portrait of a lady on fire” is not the portrait we see Marianne creating through the film but the picture she paints afterword of the image of Heloise by a bonfire with a streak of flame climbing up her dress.

[4] Granted, many directors lack consistency, many of them play with genre and tone that make them eclectic and well rounded. Plus, the inconsistent criticism is also unfairly lobbed at non-male directors as a not-so-subtle jab at their competence  

[5]  It should be mentioned that many of these clinics also provide general reproductive healthcare but because they are also tied to abortion access all of those other services like pap smears, mammograms, and breast cancer screenings are also lost.


Monday, February 10, 2025

Cinematic Cultural Collateral Damage: The Monoculture of IP Blockbusters, and Streaming Content's impact on the Theatrical Experience

 



INTRODUCTION

In 2019, Martin Scorsese lamented the proliferation of comic book films as “not cinema” and was subsequently lambasted for it. The culture had clearly embraced the comic book film and studios were more than happy to feed our insatiable glut for those characters in “tights and capes”.

In a previous essay on the subject, I (2020) wrote:

We are currently witnessing the over tilling of the superhero aesthetic, much in the same way it has been done in the past. Yet, because history rhymes, rather than recited, it always develops a little differently than before.  What has allowed the superhero genre to have a (strangle) hold on film culture is the way in which the spectacle of the superhero film fuels the profit motive of the industry; to the point that every major studio tries to option the next IP that may even have a hint of a superhero flavor.

Five years later, we have seen an expansion of this monoculture, beyond just the comic book film, into anything that has some preexisting Intellectual Property (IP). The film slate for 2025 is bloated with sequels, or movies based on existing content. We are now inundated with the ennui of the familiar, as the monoculture has expanded, it has taken control over the multiplexes. Since the creation of the blockbuster, we have born witness to a deepening sense of loss due to the slow erosion of independent theaters, the disintegration of the midrange/tier budget film, the propagation of streaming services, and specific cinephilic consumption of tech media. In this brief companion essay to the one already cited, I will catalog the expansion of the monoculture into general IP and pre-existing content beyond just the superhero film, tracking the incorporation of social media and the strangulation of the theatrical experience.


HISTORICAL CONTEXT

            Before we can look at the expansion of the monoculture, we need to first understand how we got here. Outside of rehashing what was said in my previous piece, we need to look at the historic industry impact of “blockbuster cinema”, the rise of media monopolies, the birth of streaming and social media and the fallout of the COVID-19 pandemic.




            The Rise of Blockbuster Cinema

            Taken from the military lexicon that referred to the class of munitions that could literally level all buildings in a city block, “The blockbuster”, as an entertainment industry term, is commonly understood as the phenomena where a film’s ticket line was so long that it would wrap around the block, signifying the film’s financial success. The application of the term in this manner started in the late 1970’s. and became known as “The blockbuster era” of filmmaking. Jaws (1976) and Star Wars: A New Hope (1977) being among the first to claim the title as society would come to colloquially invoke it.  It was this populism, and the revenue it generated, that expanded what film studios thought possible. This began a subtle shift into the development of the sequel market.

            Given their popularity and financial success, it should be no surprise that either Jaws or Star Wars (as was the original title) generated sequels. Yet, even with these two prominent examples we see two different versions of how the blockbuster contributed to the development of the monotonous monoculture we are subjected to today.

            In 1975, Jaws was an anomaly. A low budget horror film from an up-and-coming director based on a pulpy popular book published the year before about a shark that terrorizes a small town. There have been documentaries galore about the film, cataloging all of the barriers that beset production: From weather and lighting problems to “Bruce” the (mechanical) shark not working. These setbacks forced the script to be re-written removing the presence of the Shark or shooting a scene in a particular way that did not rely on the temperamental technology. The tension that these workarounds built in the narrative were summarily praised upon the film’s release; leading to Jaws being considered the first “blockbuster” film that ushered in the 70’s Era boon.[1] Jaws made 7 million dollars in its opening weekend and recouped its entire production budget in just 10 days; becoming the first film to rake in 100 million dollars at the box office (Morris 2007[2],Neal 2010[3]). The re-releases of the film in 1976 and 1979 (Non-Star Wars Years) collectively brought in another 133 million. Over its lifetime, Jaws theatrical run including three re-releases and adjusted for inflation, has earned over 3 billion dollars to date.



            The smashing success of Jaws heralded a shift in the filmmaking industry where the studios learned all of the wrong lessons and created a monoculture that is always trying to chase the proverbial shark’s tail. Sometimes they catch it; most of the time they don’t.  With Jaws opening into 400 + theaters all on the same day, the studios realized that they did not have to tepidly release the film into different markets, giving the film time to find an audience. Instead, they could saturate the market and inundate the audience with a relentless barrage of imagery promoting the film. This would then be proliferated into our modern monocultural marketing madhouse. Marketing budgets have ballooned for “tentpole” films over the decades since Jaws release, sometimes doubling the production budget, and one of the reasons why many of these films have to make a billion dollars to break even. Granted, this is not including a phenomenon called “Studio math” in which the accounting of a film is significantly altered to gain tax write offs, or make sure the studio doesn’t go under because of a single flop.  

            Additionally, prior to Jaws, the summer was when movies went to die.  Jaws’ summer release became the benchmark for “four quadrant films”[4]; ushering in “The Summer Movie Season” that catered to films that were the popular, people pleasing pictures. The box office receipts pulled Hollywood out of a 5-year recession and whet the appetite of the gluttonous studio executives into greenlighting anything that seemed “Jaws-like” (Ridley Scott famously pitched Alien as “Jaws in Space”) and eventually led to Jaws becoming a franchise.

The Jaws film franchise spans four films and various theme park rides featuring the setting and approximation of the first film’s visual aesthetic. The films are of diminished but varying degrees of quality between them. With some of the plots being downright laughable[5]. The films have lower budgets, less talented directors (of which there are 4) and scripts that are clearly trying to rehash and recapture the magic of the first film. In the end, it makes sense that if Jaws was the original “blockbuster”, it would also be the first film that the studio sucked dry of all its novelty for the purpose of profit. Yet, the original film still being able to attract attention for nearly 50 years (as of this writing) after its initial release, speaks to the film’s indelible cultural impact, and the studio’s willingness to exploit consumers and weaponize audiences’ nostalgic emotional investment in the art form.       

Unlike Jaws, where the over emphasis on its sequel(s) was based solely on money, it has been well documented that The Star Wars Universe was already well established in George Lucas’s mind when he made Episode IV. In several interviews he had mentioned that in order to make A New Hope, he needed to know what happened in the other chapters: to keep people’s relationships intact without undermining the story. Thus, in making the deal with 20th Century Fox in the late 1970’s, George Lucas wagered on the success of the first film by foregoing a director’s salary and instead opting for “points” (a percentage of the film’s gross), the marketing rights for all merchandise, and the guarantee of a sequel.  Here, George Lucas protected his original vision for his story by ensuring that he had the ability to continue it, much in the same way he was inspired by serial cartoon shorts that previously would play before movies in the theater. Lucas’ sequels were already planned out. This tactic was unique, given that studios often did not look past the film they were producing at the time. This is true even if the storytelling of the first Star Wars was already contributing to the monoculture through its derivative plot, replication of Cambellian archetypes, and appropriation of Japanese cinema. Regardless, Lucas secured his trilogy and was deified.

A basic scarcity model of social behavior is the idea that an object is more valuable because there are fewer amounts of that object. This is both the problem with and explanation for Star Wars contributing to the overall monoculture. One of the endearing values of the original Star Wars trilogy was in its unique rarity. For 15 years after the release of Return of the Jedi, “Star Wars” consisted of only 3 films (outside of the expanded Universe novels). This paucity of content had a two-pronged effect:

1.      It allowed the fan culture to obsessively pour over the available material to the point of having omniscient knowledge of both the world and the characters.

2.      The ravenous appetite for new material is concurrently tempered by the fandom’s desire to critique it.

In the aforementioned essay, I’ve discussed this as the effect of fictional characters on the development of Sociological Reference Groups. These groups being the barometers for how individuals judge their own thoughts and actions through the process of social learning (Cooley 1909)[6]. Basically, because fictional characters are stagnant, locked into a fans repetitive cycle of consumption without changing, the internalization of those characters have an indelible effect on the identity formation of individuals, which can be difficult to unmoor. Therefore, fictional characters have a way of being the bedrock of fan’s sense of self (Brutlag 2020). This foundation then needs to be protected. Thus, the overwrought criticism that devolves into abusive rhetoric, typically in online spaces, is a mechanism of self-protection. Protecting the content is protecting childhood Nostalgia. Unbeknownst to the studios and the filmmakers at the time, the fundamental imprint of this content on the collective psyche began to crystallize into a monoculture that even they could not control.

            The underline infestation of the quietly gestating monoculture first erupted into a “fandemic” pustule of pop culture when George Lucas set out to make the prequel trilogy. The backlash to the new trilogy was foreshadowed by the fan reaction to Lucasfilm’s release of “The Special Editions” in which Lucas went back into the original trilogy and updated special effects, adding in deleted scenes while providing new edits. Lucas also stopped production of the initial cut of the original trilogy. So, if consumers were trying to find a copy of the original trilogy for home media consumption, circa 1998 and beyond, they were only finding the special editions.  Fans at the time hated it, causing them to be skeptical of the quality of the upcoming Episode I. For many fans at the time, the prequels could not capture the same euphoria that they felt when they saw the original trilogy. This is partly due to the nature of fan culture, that, like any drug, the first experience is profoundly intense, but with greater consumption comes acclimation to its effects. Secondarily, watching a film as a child has more of a chance to be formative than watching it for the first time as an adult. Adults and children don’t have the same experiences, therefore those who went into the prequel’s expecting to have the same experience as a child were doomed to disappointment.      

            When George Lucas made the prequels, he made two miscalculations about popular culture and the Star Wars fan subculture. Chiefly, he still thought he had his finger on the pulse of popular culture in 2000, as he did in the 1970’s. In the 70’s, Lucas was a part of “New Hollywood” a group of young filmmakers that were on the cutting edge of cinematic techniques that were transforming the industry. In 2000, while he was still pushing the boundaries of technology, he was the head of the studio. He had become the establishment. The other miscalculation was that he still believed that he had complete ownership of his creation. In the 15 years between Return of the Jedi and Lucas beginning work on the prequels, “Star Wars” as a piece of pop culture grew beyond his grasp. “Star Wars” no longer belonged solely to George Lucas. Like any published cultural product for mass consumption, once it is given to the public, they own a piece of it. Yet, the impact of Star Wars was so great on the social psychology of the populace that nothing Lucas could have produced was going to live up to it.         

While the backlash against the prequels did not upend the franchise in terms of profit, there was a margin of diminished utility; an economic term to mean that the more you get of something, the less value it is perceived to have. In this context, this was the typical experience for the older Star Wars fans.

 In a previous essay I (2016) wrote:

With each new Star Wars film we get, it seems to reorient out perception of the previous films. Sometimes, to fill in gaps, and other times to address criticism decades after the film’s release.[14] In the wake of this perception shift is often novelty, mystery, and in some cases actor performances, are sacrificed all in the name of continuity.  To that end, the newer iterations of Star Wars (especially since being purchased by Disney) spoon feed the audience colorful forms of childhood Nostalgia that, when it wears off or is wiped away, reveals an unoriginal story that is not only boring but poorly crafted

With the release of the prequels and the selling of Lucasfilm to Disney, the cache of Star Wars as a cultural product waned. Yet, it didn’t really matter if Star Wars diminished because it had already become a part of the monocultural Zeitgeist. It became the epitome of a homogenized monoculture, without taste or value.




Monocultural multiplication of Monopolies  

            Under Capitalism, bureaucratic social structural organizations being organized through routines, fixed jurisdictions, archived communications, and achieved through impersonal interactions, breeds the development of monopolies (Weber 2019, Marx 1992). Monopolies are often those corporations or organizations that have control over a good or service at any point in the production or distribution process regardless of the frontiers. Capitalism being driven by the machinery for the processes of production, profit, individual control, and the ownership of raw materials lead to various points of exploitation both in the treatment of workers, and the price gouging of consumers. Yet, the defenders of Capitalism love to ignore this inherent hypocrisy of its functioning under the guise of “competition”, because what they don’t mention is that the competition is not between companies, it is instead between the corporations. The corporations have the mode and means of production (They hold the jobs that they need filled and control all the mechanisms of production) often working together with other corporations for mutual gain. Thus, the competition of capitalism is workers and consumers competing for jobs and cheap goods in order to survive. This is because Capitalism does not exist without a reserve army of the unemployed to keep labor costs low by threatening job loss of the currently employed. Marx (1992) discusses this through his understanding of the alienation of workers from each other. Yet, it was Weber (2019) who understood that the routinization and standardization of products and behavior within a capitalist society, minimizes the likelihood that people will revolt against it, because they are conditioned into complacency by feeling powerless. This inequality gets normalized as “just the way things are”, and any attempt to change the system, seems insurmountable.

            The Hollywood filmmaking industry has always been run by a collection of monopolies with a variety of power shifts. In the early days of Hollywood, often referred to some as “ The Golden Age”, the glitz and glamour of every starlet and “leading man” hid the era’s totalitarian tarnish. From the start of “the talkies”, until about the early 1950’s, the industry was controlled by major motion picture studios at every level; from production to exhibition (theaters). Studios ran the gamut, including actor contracts, specifically for female performers. Since most directors and studio executives were men at the time, this allowed the practice of the lauded pinnacle of the (moving) pictures to be foundationally misogynistic.



            According to Amaral (2020):[7]

 In general, we found that the percentage of women compared to men in any role was consistently below 50% for all years from 1912 until [the present]… From 1910 to 1920, women actors comprised roughly 40% of casts. Women wrote 20% of movies, produced 12% and directed 5%. By 1930, acting roles for women were cut in half; producing and directing roles hit close to zero.

Under these conditions, female identified actors often entered into some of the most controlling and abusive contracts in Hollywood history. Decades before Harvey Weinstein’s abusively lecherous behavior, it was common for Studio Producers and directors to have control over female actors lives that was tantamount to slavery. The normalization of the sexualization, abuse and assault on women entering the industry, and the price of admission for them to stay “relevant” was culturally internalized, minimized and deflected with tongue and cheek accounts of “the casting couch”- the common idea that if a woman wants a role in Hollywood, they not only have to be comfortable with a baseline amount of objectification, leering and other smarmy behavior, but they also have to grant sexual access to their bodies. This image is then parodied and commodified within itself, becoming a typical scene in mainstream pornography. Yet, although we condemn the outed directors now, those of the “golden age” often get a pass because the complete emersion of this sexist cinematic apartheid made these behaviors invisible. Still, Hollywood legends like Judy Garland, Ginger Rogers, Rita Moreno, and Tippi Hedren all reported various amounts and types of abuse from the system, and it’s raping wolfpack of directors. This is not even including countless other actors, and those in the industry that did not have the clout to be able to protect themselves or fight back.

            In 1948, the studio system was dealt a death blow. In US v. Paramount, the Supreme Court broke the studio system; stating that the Studio ownership of both production and exhibition of films constituted a monopoly. This became known as “the Paramount decree” and was a landmark antitrust case used as precedent to halt vertical integration of companies[8]. Vertical integration is when the purchasing or developing of a product or service causes a lack of competition in the marketplace. In the case of studios, owning both the process of production for making movies (the studio) and the process of presentation (the theater) reduced competition in the industry, centralizing too much power with the heads of the studios.

The Paramount case was prosecuted using The Sherman Act of 1890. A landmark piece of anti-trust legislation that has not been updated or expanded since 1936; regardless of its justification and continued use in anti-trust law. Given the age of the last update and expansion, it is difficult to say if the legislation is adequate to break up potential or established monopolies, considering that industries have circumvented these conditions through lateral integration. Lateral integration is when a company expands into different markets promoting a greater variety of goods and services.  In the media, this is epitomized by the Walt Disney Corporation. Disney owns resorts, production studios, and then, in a contested anti-trust case, acquired 20th Century Fox’s library of content and a 30% stake in the streaming service Hulu. The sticking point for the Government, which speaks to both the archaic language and mentality of the last Sherman act update, is the fate of Fox News. The government wasn’t going to allow Disney to own two major news organizations (Disney had already acquired ABC). But once Disney allowed Fox to be “spun off” by itself; the deal went through. This is the quintessential example of missing the forest for the trees. Disney along with Apple and Amazon should not be allowed to corner the media market, holding much of the content that we consume. Unfortunately, “The Paramount Decree” has since been rescinded. To echo Associate Justice Ruth Bader Ginsberg in her descent in the Shelby County v. Holder case on Voting rights, “Throwing out [ The Paramount Decree] when it has worked and is continuing to work to stop [ Studio Monopolization] is like throwing away your umbrella in a rainstorm because you are not getting wet.” This will only lead to more mergers, monopolies and a reduction of consumer choice.

The desire to control content is motivated by profit. Marx and the capitalism critics that followed (Namely: Noam Chomsky, David Harvey and Thomas Piketty) also recognize the influence and power in controlling what people watch; its impact not just on consumer choice but on decision making. The control of popular culture shapes our understanding of the world by audiences outsourcing the knowledge of the world to those that create the content (assuming they have done their research) as being authentic. Even those that are skeptical of billion dollar companies’ ability to provide authenticity altruistically, (remember Disney only created the film Coco to deflect from their ethnocentric attempt to trade mark the “Day of the Dead”) they too will often succumb to the results of a simple internet search that has been so monopolized by one company (we call it “googling”, regardless of the actual search engine being used). There is power in shaping how a population constructs reality as the systemization of a social order is transformed into a subjected reality through the process of socialization; then later legitimized through personality and identity (Berger and Luckmann 1966). Couple this with a concerted effort to undermine confidence in and sow distrust for, social institutions that promote self-improvement and independent growth (such as the department of Education); there is an even greater reliance on these media companies to define our world for us.

In a previous essay on the Disney/ Fox Merger I (2019) state:

 By socializing us to the synergy of monopolistic corporations and making it more and more difficult and/or fruitless to engage our civil liberties, we won’t need to have our rights forcibly taken away, we just won’t exercise them. This is a win for the corporations because they gain social control and increase their profits while not having any blowback by ideas that seem unpopular. This leads us to an explanation for the “tepid resistance” to the deal. We get what we believe we want, more content. But, as Weber points out, this is a state of false consciousness; it is really the elimination of diversity and choice.

The Monocultural result of media mergers intensified with the arrival of Streaming services.


    


            From Streaming to Lockdown  

            Those of a certain age will remember that Netflix first began as a DVD subscription service through the US mail. The idea was to provide movie rentals to consumers at home. This directly challenged the solvency of Netflix’s closest rival, Blockbuster; causing a bitter competition that, through infighting and debt at Blockbuster, led to Netflix emerging the victor, and harbinging a cultural shift in media consumption.

            In 2008, Netflix began to expand into streaming by giving all rental disc customers access to their streaming library that they built using licensing deals with other production companies. By 2009, streaming of these programs was so lucrative that it overtook Netflix’s DVD rental subscriptions. As this gained popularity, people began to “cut the cord”; canceling their cable subscriptions and opting to get their entertainment from a few streaming services. This led to a rise in premium streaming platforms and unlimited plans by major studios who bought back their product licenses from Netflix to build their own streaming service. These profit driven “streaming wars” resulted in the eventual production of original content from these services, causing us to loop back around to the cable model. But instead of renting a box to gain access, now we all have a collection of subscriptions that make sure that consumption of content is endless (Arditi 2021).   

            The Lockdown orders during the COVID-19 pandemic in March 2020, shuttered theaters and caused streaming to explode. HBO decided to release their entire slate of 2021 films on their streaming service, MAX, the same day and date as the theatrical release. This created another culture shift away from theatergoing, to the point that even after lockdown orders were lifted, the theater industry has yet to fully recover. This has resulted in many of the big theater chains closing a number of their locations. According to Arditi (2021), when theaters closed due to the COVID-19 pandemic, we lost the Durkheimian “collective effervescence” of the theater experience; being able to share emotional moments with a group of people, elevates the perceived quality of the film:

            “…We hear others laugh, feel the silence of films like A Quiet Place, hear the person behind us saying “don’t go in there.” during a horror film, or experience applause after a great film… Watching a film in a theater makes us feel that we are a part of a community.” (p 67)

Instead, we traded this in for the convenience of home viewing. Even going so far as watching things “alone together” with the development of watch parties through Zoom[9]. Other Services started to offer these watch-along options to satisfy the rising demand.  Today, as we approach the 5-year anniversary of lockdown, only the big budget blockbuster films, marketed as event films, and the nostalgia of repertory screenings of older films, have barely kept the theater industry afloat. But the most detrimental consequence of this time period came in the social psychological shift of content consumption, a level of alienation that has extended the media monoculture to permeate every aspect of our society.  

 

SOCIAL ANALYSIS    

            Access to and the endless consumption of entertainment media has caused a proliferation of content, and a greater reproduction of the social construction of knowledge from media sources that continues to rehash and reestablish tired tropes resulting in a shallower understanding of society through the media consumed.




            Everything is Content  

            “Content” is the viscus byproduct of the monoculture. It is the excretion of content that propels the monoculture through the human psyche. As it burrows deep within our subconscious, we are slowly poisoned by the deluge of entertainment that not only keeps us distracted and anesthetized to a variety of happenings in the world, but when news and other information is filtered through the same delivery device (usually our hand held multimedia device we call a “smart” phone) they are consumed with the same frivolity as our favorite shows, movies and music, all amalgamated into an infinitely gluttonous buffet we endlessly consume (Arditi 2021). What is worse, there is some evidence that people are more emotionally invested in and swayed by entertainment over news; regardless of the modalities through which the “content” is consumed. This line is further blurred by the volume of content that is being produced, the broadening of the creator content perspectives, and the delegitimizing of traditional forms of knowledge production.

              Since the culture of cable media succumbed to the sublimation of streaming sovereignty, there has been a torrent of content produced that can never be completely consumed. An endless stream is necessary for unending consumption, but it has the effect of alienating individuals. Because there is so much stuff to consume, we are all watching different content at different times. Many of us compartmentalize and prioritize the content that we consume. The stuff we find the most interesting and appealing we watch first, then we set other things of decreasing levels of interest aside. An impact on these watching habits is the content’s release schedule and whether they are following a binge model (all of the content released at once) or a staggered release schedule. While Netflix pioneered and largely still props up the binge model, there is some evidence that companies will get more engagement and attention on a show that has a staggered release; especially for episodic content.  Because we create community around the cultural content we consume, the staggering of episodic content allows for the content to rest in the minds of the public, build interest through watercooler, coffee shop and social media conversations. This is opposed to the binge model which further alienates individuals by not controlling their content consumption (Arditi, 2021).

            The comingling of content within the social media space has resulted in the amalgamation of entertainment content through the lens of social media. Sites like YouTube and TikTok provide a unique space where copyrighted content from major studios and other traditional avenues of content production are the base for a new product. Whether that be TikTok challenges with a particular music sample, a cosplaying piece of fan fiction, a video essay on the politics of a popular fantasy book series, a video game playthrough, or Film and Tv reaction channels. These are all examples of content creators creating content out of copyrighted and previously published material.  The interesting irony of this is that even though the content created is both reliant on and derivative of content that is created and produced in the Film and TV industry, it provides entry points to the content it is engaging in, making it digestible for the communities that follow these online creators.

            As this content gains in popularity, online communities are constructed and parasocial relationships are created around these creators that allow them to make a living off of the independent content that they make online. This is allowed and exploited by institutional intermediaries. Most content creators on YouTube or TikTok are identified as independent contractors, not actually being an employee of the social media company (each site being owned by a larger parent company). These streamers get most of their revenue through monetized videos on those sites or tiered subscriptions for bonus content on Patreon, another third-party intermediary, that allows content creators to upload content and users to pay them for the content that they do produce, minus an institutional service fee. For many creators, Patreon is the social media space and mechanism by which they can create a livelihood (allowing many creators to do the job on a full-time basis). For consumers, it is in these spaces that parasocial relationships get formed. This is especially true for reaction channels in which people are paying to watch other individuals watch content, as if they are friends. While geographic proximity is no longer a prerequisite for the building of intimate relationships between individuals, these relations are always distanced and tempered through capitalism which further complicates our understanding of how to build healthy relationships. Since everyone can be a content creator (though female identified creators are often identified as “influencers” instead), this also increases the likelihood of toxic relational behaviors, stalking an other forms of misogyny, racism, and ableism are embedded in everyday digital social interactions. Because people consume other people’s content, they believe they have a right to have access to the individuals; making the creator part of the consumable content the consumers believe they are purchasing. We are no longer just products to advertisers who purchase our meta data from social media sites, through our use of social media, we sell our identity and personality for profit; promising progressive intimate interactions for those who have “the right price.” (Zuboff 2019).

 Because of this clear economic drive that is based in “viewership” and “engagement”, many of the content creators create the same content. Reactors react to the same film and TV, people participate in the same online challenges, believing that, from an individualistic capitalist perspective, regardless of this routinization, that each creator provides something unique. Conversely, George Ritzer (2003) would identify this as “varieties of “nothing””; which he defines as any product that is devoid of rich, detailed or distinct content, a regurgitation and repackaging of the same concepts, tropes and ideas. But, through this reaction content, what is being reproduced is the consumption process itself. Instead of producing content to just create an emotional reaction in consumers, the process is itself a product. Now, consumers consume the reactions themselves, which further alienates humanity through the commodification of other people’s emotions.   

            The final wrinkle in this new process that reshapes the way that we consume “content” and its overall effects, is the use of the internet as a learning tool. Internet content is so prolific that there is nothing you can’t find. There is an answer to any question, an understanding of every kink, or the legitimation of any opinion…the equalization of information in the digital space. This is different than the democratization of information and the two ideas are often conflated. Equalizing information means that through the systemizing of the distribution of information, it all seems to have equal wait and value. Regardless of context, and expertise of the author, everything is treated with the same level of veracity. Whereby, the democratization of information happens through a well-red and informed public that can critically assess the information’s validity. Unfortunately, a consequence of “the fire hose” consumption of media is our inability to be decerning and analytical about the content we consume.  Everything washes over us, and we take in information from a variety of sources giving them equal weight regardless of expertise. Instead, people educate themselves through videos without any vetting. From food preparation and clothing styles to more consequential sex practices, mental health services, and political analysis, uneducated and unqualified individuals are becoming online experts in fields where they hold no credentials or possess no skills from which they speak in a tone of authority. This is irresponsible. Content creators have a responsibility, given the size and scope of their platform, to provide information that is both valid and reliable. Otherwise, they contribute to misinformation that collectively harms our society. However, because the culture of media misinformation is extremely lucrative, especially on the political right, it is unlikely to stop anytime soon (Arditi, 2023).            

 

            Exploitation of a Different Color

Regardless of how often I have used the word in this piece already, I cringe at having to use the word “content”; because it allows the dissociation of art from its creator. This alienation is valuable in the mass production and selling of that work. This minimizes the product’s personal profitability for the artist, and further estranges their art from themselves, resulting in a lack of recognition of talent and compensation for their labor. As this alienation continues, algorithmic software is then used as a cost cutting tool to produce “the content” without the burden of meagerly paying an artist to live long enough to produce something to sell.

 The exploitation of artists through the industries’ use of algorithmic software (mislabeled as AI) goes deeper than eliminating available work from human artists. Labor theft begins in the development stage of the software as it begins to “learn.” The creators of AI “feed” their algorithmic software already published material from books, scholarly journal articles, scripts, music, movies and TV, without the consent of the artist, or the owners of the intellectual property. Thus, the algorithmic software is “learning” by consuming content without citing their sources or influences. Then the creators of that software take what its “learned” and use it to not hire human persons. This is again an extension of labor exploitation under capitalism. Now, instead of industrial automation that was threatening factory workers, AI algorithmic software is threatening the legitimate creative expression of human experiences.

Additionally, the more we rely on streaming content for our entertainment, we are contributing to over energy use, resource depletion, and climate change. There is a strong carbon footprint of media streaming. Most major streaming companies must rely on large scale data centers to hold all their content: Google, Amazon and Microsoft being the companies with the largest data centers. These servers require a lot of energy because they never shut down and need to remain specifically cooled to a certain temperature. Not only does this contribute to CO2 emissions, but several companies have been criticized for their public water use in drought stricken areas.     


 


            Solutions

            To break out of the manufacturing of the monoculture in film and tv, fueled by the bureaucratization and commodification of the art in the industry, we need to come to a compromise between our levels of consumption and changing the focus of social engagement. A model for how we achieve this in film and tv is to look at the way brick and mortar bookstores leaned into the social media space to increase readership and therefore sales. Social media site TikTok’s subcategory “Booktok” has been credited with getting people to read more (up to 60% more) as well as saving bookstores from shuttering their doors. This collaboration in conjunction with the Meta/Facebook spin off social media site Goodreads has reignited the reading community into the digital space. The question is, can we use the same type of collaboration to revitalize the film and TV community that will result in the maintenance of the theatrical experience; that isn’t contributing to the monoculture of big budget blockbusters that proliferate the multiplexes strangling out nuanced, mid budget and independent films?

Thankfully, like Goodreads, film lovers have Letterboxd; the social media site that allows members to rate, review, and log films that they see. While this service is free there are paid tiers that allow you greater benefits. Unfortunately, Letterboxd does not have the same community engagement or level of interaction as Goodreads. But, with theater participation, that could change. Imagine theaters curating mini filmfests or random double features based upon Letterboxd ratings and/or specific lists. This could also lead to specific repertory screenings of films from independent producers like Neon or A24, or film curating companies like Arrow or the Criterion Collection. There have been over 100 years of film, there is no reason any theater should be struggling if we decide to support the theatrical experience. 

To support the ideas above, I also suggest:

1.      Expand the overall theatrical window of films in theaters (minimum of 6 weeks) before released on VOD or Physical media. This will allow time to build word of mouth through Letterboxd and other social media sites.

2.      Exclusive Theatrical independent Film premieres. Beyond just film festivals, each independent film should get a limited run in every theatrical market to give the film a chance to find an audience.

3.      Reinforcement of Physical Media. Bring back an incentive to have physical media. Promote the superior sound and picture quality that is not contingent on wifi access/speeds and is not impacted by compression rates.

4.      Road Shows for Films. Take the film on the road. Provide screenings in towns that do not have major cinemas, or prop up local arthouse theaters by bringing independent films to the area.  Include Q and A’s with the writer, director, and cast. Treat it like theatre.

5.      Improve Theatrical programing and their counter programing. We need to find a balance between “tentpole” films, independent films and local exhibitions in theaters. Part of that is allowing other films to be programed along side of the mass marketed monocultural monotony. In theaters, there should be an eclectic mix of blockbusters, independent films, international features and classic film curation. We need to program for seasons, holidays, themes, and local events; anything to get more people to “go to the movies.”   



    

CONCLUSION

            The artform of film has been virulently invaded by the monocultural IP latent long form multi-media fueled “content”. This is done for the purposes of profit which has been bureaucratized by shifting socialization patterns through the consumption of social media. While this process began in the 1970’s with the advent of the blockbuster, recent shifts in media consumption, and living through pandemic lockdowns, have acerated this process. The result of transformation of film into “content”, and the way that we currently consume it, results in the dehumanization of the artform through the broadening of content creation to the point of excess. From creators with little to no expertise, the labor exploitation of AI use and it’s overall environmental impact, it is unclear where film as a medium will go in this ever-changing landscape. My hope is we will get back to a point where the appreciation of film is a communal experience, rather than a series of isolated esoteric film tastes that cause division over conversation.

 

REFERENCES

Amaral, Luis 2020. “Long-term patterns of gender imbalance in Hollywood from 1920-1950” in Golden Age of Hollywood was not so golden for women Movie data show women participation dropped across job roles in film from 1920 to 1950 by Amanda Morris Notherwestern Now: Evanston  Retrieved On: 2/1/2025 Retrieved at  https://news.northwestern.edu/stories/2020/03/golden-age-of-hollywood-was-not-so-golden-for-women/  

Arditi, David 2021.  Streaming Culture: Subscription Platforms and the Unending Consumption of Culture North America Emerald Publishing

___________ 2023. Digital Feudalism: Creators, Credit Consumption and Capitalism North America Emerald Publishing:

Berger Peter L. and Thomas Luckman 1966.The Social Construction of Reality: A Treatise in the Sociology of Knowledge. New York: Anchor Books

Brutlag, Brian 2016. “The Machete Cut and the Diminishing Margin Utility of Star Wars” in The Sociologist’s Dojo retrieved on 2/1/2025 Retrieved at: https://thesociologistsdojo.blogspot.com/2016/12/the-machete-cut-and-diminishing-margin.html

____________ 2018. “A Closing Door of Choices: The Sociological Dangers of The Disney/Fox Deal” in The Sociologist’s Dojo  Retrieved on 2/1/2025 Retrieved at https://thesociologistsdojo.blogspot.com/2018/01/a-closing-door-of-choices-sociological.html

_____________2020. “Comics Cultural Collateral Damage: The Tragedy of 'The Eastrail 177 Trilogy' in The Sociologist’s Dojo Retrieved on 2/1/25 Retrieved at https://thesociologistsdojo.blogspot.com/2020/09/comics-cultural-collateral-damage.html

Cooley, Charles H. 1909. Social Organization: A Study of the Larger Mind. New York:

Hall, Sheldon; Neale, Stephen 2010. Epics, Spectacles, and Blockbusters: A Hollywood History. Detroit:

Marx, Karl 1992: Das Kapital a critique of political economy Volume 1 New York: Penguin Classics

Morris, Nigel 2007. The Cinema of Steven Spielberg: Empire of Light. New York: Wallflower Press

Ritzer, George 2003. The McDonalization of Society 5th ed New York: Sage Publishing

Weber, Max 2019. Economy and Society: A New Translation Keith Tribe eds. Massachusetts Harvard University Press  

Zuboff, Shoshana 2019. The Age of Surveillance Capitalism: The Fight for a Human Future and a New Frontier of Power New York: Public Affairs

 



[2] Morris, Nigel (2007). The Cinema of Steven Spielberg: Empire of Light. New York: Wallflower Press

[3] Hall, Sheldon; Neale, Stephen (2010). Epics, Spectacles, and Blockbusters: A Hollywood History. Detroit:

[4] The films that are designed to be marketed to the broadest audience possible

[5] Jaws 4: The Revenge, posits that a separate shark than was in the first film is hunting and eliminating the Brody family.

[7] Long-term patterns of gender imbalance in an industry without ability or level of interest differences,”

[8]

[9] Zoom being the obscure conferencing and meeting application that became a household name when they became the primary method of communication for schools, family and loved ones during the COVID locked down period that spanned as few as two weeks and as extensive as (nearly) two years.