As a cinephile who finds joy in analyzing entertainment, particularly the kind I can find in the theater, it might come as a surprise that I would go as far as to say that the cinematic experience is standing on its last legs. Though I would typically respond to such an absolute statement with great skepticism, the current trends of entertainment, as supported by abundant statistics and the simple application of logic, leave little doubt around cinema's tragic fate. The filmgoing experience, as we've come to know and cherish it, is dying, and it's all because of your Netflix account.
If you somehow haven't yet noticed the speedy rise of streaming services as the primary platform for mainstream entertainment, take a look around at how many of your friends have purchased a Netflix subscription. Whether it's to unhealthily binge-watch the entirety of a show or to catch a movie you missed in the theater, services like Netflix and Hulu have gradually become our dominant source for media.
What makes their prominence even more frightening is their recent insistence and promotion of original content. Netflix, in particular, has invested millions into its own ventures in the realms of films and TV, and even more considering the sheer size of Netflix's marketing pushes for said properties. With certain shows like "Stranger Things" and "Black Mirror" rapidly becoming global phenomena, Netflix has surely proven it has the ability to captivate mass audiences with the content it produces. Many Netflix-produced properties have been widely well-received, with some its films even going on to garner tremendous critical praise and make waves at the awards shows.
Since these services have begun to offer the same quality entertainment we once associated strictly with the silver screen, how then is there any need for the cinematic experience at all? Classic filmgoers might argue that the value of the theatergoing experience extends past the movies themselves. They might go on to claim that without theaters, normal theater pleasantries from the buttery aroma of freshly popped popcorn to the aura of excitement radiating from a packed theater room will soon cease to exist.
These advantages to the theater experience might not be enough to save moviegoing as a whole, but it does provide hope in a place you might not expect it: home theaters. As entertainment gets "downsized" from theater screens to personal devices, new opportunities arise for home theater environments to replace the communal joys of theatergoing. As for fresh popcorn, microwaved popcorn isn't totally out of the question, though it certainly isn't at the same standard of quality.
These trends come from a recent report from the Motion Picture Association of America (MPAA), which revealed, ironically, that while movie sales have greatly increased globally, they have declined significantly in North America. Additionally, the study shows that domestic home entertainment spending increased 5% since the end of 2016, with online video content viewing (measured in monetary transactions) ballooning a staggering 41% since 2016.
This increase in home video spending is certainly shocking, but it makes sense when you consider the business model that theaters have been using in recent years. Seemingly in an effort to provide a "premium" quality not available through home viewing, movie theaters have modified their experience to accommodate more luxuries, from reclining seats and reserved seating to an integrated dining experience. With these luxuries, however, comes a notable increase in the average cost of a movie ticket, and evidently, filmgoers are starting to notice.
Ironically, many film studios have actually started to notice the shifting tides of the entertainment industry and even adjusted their business plan accordingly. Disney, for example, will soon be launching its own streaming subscription service, which will be one of many floating around in the industry's future.
And while it's certainly naive to think the theater experience will vanish completely and so soon, it is clear that the theater business is at a significant turning point in its history. If movie theaters can't find a way to combat the ongoing rise of home video services, the way you consume media could be changing for good.
