Why Are Most Blockbuster Movies Failing in the Post-COVID Era?

It is a common observation that the majority of blockbuster movies are not doing as well as they used to. But is it because the movies have run out of good material, or are there other factors at play?

The Label 'Blockbuster' vs. Box-Office Success

First, it's important to note that the label 'blockbuster' typically refers to films that are commercially successful at the box office. It doesn't inherently mean the film is a quality or successful movie; it simply means it had a significant financial impact. In other words, a film that bombs at the box office cannot, by definition, be called a 'blockbuster.' However, when such movies do poorly and receive poor reviews or lack substantial viewership, the term 'blockbuster-flop' gains traction, which doesn't really make much sense when considering the initial definition.

Marketing and the Pandemic

Marketing in the film industry has taken a hit due to the pandemic. Many films had to delay their release dates or adopt a hybrid model due to the uncertainty and changes brought about by the health crisis. This has meant that films are sometimes released without the necessary attention and hype, leading to poor performance. A prime example is Wonder Woman 1984, which lacked the full-scale production and marketing that typically accompany a blockbuster. The bare bones of a good movie were there, but many scenes were simply not as meaningful as intended.

The Shift to Streaming

The most significant factor might be the shift to streaming. Post-COVID, the entertainment landscape has changed drastically. Films are now transitioning to streaming platforms more rapidly than ever. Unless you are a die-hard fan of a particular movie, the convenience of streaming can often outweigh the desire to watch a film on the big screen. Consider films like No Time To Die and Black Widow, which were already available on streaming platforms such as Amazon before leaving theaters. This means that once a film is released, it faces fierce competition from a free, high-definition streaming version, making it difficult to maintain box office grosses for an extended period.

The Impact on Box-Office Performance

The transition to streaming has also influenced the box office performance of new releases. Challenges in maintaining interest among moviegoers have led to an increased preference for online viewing options, especially since many are willing to wait a couple of months for a movie to appear on a streaming platform. The constant competition from streaming services can make it challenging for theatrical releases to sustain their gross.

Queuing for the Cinema

I returned to movie theaters about a month ago. It was necessary for me to catch a new James Bond movie, but my interest in other films like Dune was dampened by the prospect of a crowded theater. I decided to check the audience numbers each time I tried to book tickets. For the first two weeks, theaters were packed. In the third week, there was more room, but I still ended up beside a group of four people and did not feel comfortable. Such experiences have led me to avoid crowded theaters. Instead, I might opt for more sparsely attended theaters for new releases like the upcoming Ghostbusters or the latest Wes Anderson film, if they are not as popular.

In conclusion, the complexity of the current movie industry and its challenges in maintaining traditional box office success are multifaceted. From marketing adjustments to the shift towards streaming, these factors have contributed to the current state of blockbuster movies.