If you look at the numbers, movies are still big. Open weekends are breaking records and every movie is a blockbuster. But are people going to movies to see the movie or because they are afraid not to?
In the world of teens, movies and television dominate pop culture. And with all the cross marketing, movies become video games, breed hit songs, are the latest apps, and transform fashion trends. The movie itself almost becomes secondary to the process.
When the latest hit movie is decided upon, usually months before it opens, the studio machine starts to find every vein to tap into to make it more than just a movie. It’s an event.
The lifestyle of the teen is based mainly upon peer groups and relationships. With all the uncertainty that comes with that age, one of the clearest ways of defining oneself at that age is by pop culture trend. It becomes black and white: either you are part of the trend or you’re not. The quickest way to be part of a group becomes to become part of the event. If you miss the movie, don’t wear the clothes, don’t know the song, you become one of them instead of one of us.
Again, the questions, does anyone go to the movies anymore or are people just afraid of being defined as the one who doesn’t go?