Edit: Here’s the exact same clip on the standard YouTube Watch page.
courtesy of zagorath
Brandon Sanderson the fantasy author
For those uninterested in watching a youtube short (sorry), the theory is pretty simple:
COVID and the death of theatres broke the film industry’s controlled, simple and effective marketing pipeline (watch movie in theatres -> watch trailer before hand -> watch that tailer’s movie in theatres …) and so now films have the same problems books have always had which is that of finding a way to break through in a saturated market, grab people’s attention and find an audience. Not being experienced with this, the film industry is floundering.
In just this clip he doesn’t mention streaming and TV (perhaps he does in the full podcast), but that basically contributes to the same dynamic of saturation and noise.
Do note that Sanderson openly admits its a mostly unfounded theory.
For me personally, I’m not sure how effective the theatrical trailers have been in governing my movie watching choices for a long time. Certainly there was a time that they did. But since trailers went online (anyone remember Apple Trailers!?) it’s been through YouTube and online spaces like this.
Perhaps that’s relatively uncommon? Or perhaps COVID was just the straw that broke the camel’s back? Or maybe there’s a generational factor where now, compared to 10 years ago, the post X-Gen and “more online” demographic is relatively decisive of TV/Film sales?
Another factor I’ve heard is that investment types and thinking have taken root in the film industry and established a baseline gross profit margin as an expectation compared to the past that was more happy to break even.
It makes sense because it’s also the story of the times I suspect, and there’s likely a lesson to be learnt that how we useful market dynamics can be some aspects of civilised life may be best left effectively non-profit.
It wouldn’t surprise me at all, that thinking has infected everything.
Yea. A basic heuristic I picked up a while ago was “was this better before the accountants got involved”. I got it from someone telling me their profession was clearly better before accountants ruined it.