On the other hand, you had The Marvels and The Flash —expensive, sequel-laden, universe-building films that crashed and burned. The audience has developed a sophisticated immune system to mediocre franchise fare. We will show up for a great Spider-Verse movie. We will not show up for the fourth Ant-Man .
This has led to the rise of the "Limited Series." Big Little Lies, The White Lotus, Beef, Baby Reindeer. These are closed loops. They have a beginning, a middle, and an end. They promise resolution. In a world of infinite scrolling, the finite story is the ultimate luxury. So, where are we going?
The algorithm does not care about your three-act structure. It cares about retention, shares, and emotional spikes. Consequently, popular media has become hyper-kinetic, self-referential, and allergic to silence. The "Marvel quip"—that deflating joke after an emotional moment—is no longer a style; it is a survival mechanism. If you don't make them laugh in the next four seconds, they will scroll. Hollywood, meanwhile, is trapped in a gilded cage. a27hopsonxxx
Right now, the system is unwinding. The contracts are broken. The old kings—Netflix, Disney, the studio system—are bleeding. And in the chaos, the weird stuff is getting through. A documentary about a paedophile janitor ( The Curious Case of... ) becomes the most watched thing on the planet. A two-hour black-and-white courtroom drama ( Anatomy of a Fall ) wins an Oscar.
For thirty years, we called it "Peak TV." The golden era of the antihero. The streaming wars. The binge. For three decades, the entertainment industry operated on a simple, unspoken contract: we will give you more than you can possibly watch, and you will remain glued to your couch, forever chasing the season finale high. On the other hand, you had The Marvels
Prediction one: While SAG and WGA fought for protections against generative AI, the technology is already here. We will see AI used for background characters, translation dubbing (saving the lips to match the language), and "interactive" stories. The first AI-generated hit movie is likely less than five years away. It will be awful. It will also make a billion dollars.
In 2023 and 2024, the box office was a tale of two cities. On one hand, you had Barbie and Oppenheimer . "Barbenheimer" was a once-in-a-generation cultural collision—a piece of intellectual property (IP) about a plastic doll directed with arthouse flair, paired with a three-hour biopic about a physicist. Both were original-ish, director-driven, and wildly successful. We will not show up for the fourth Ant-Man
But here is the hopeful note: Popular media has always been a mess. In the 1950s, they thought television would destroy reading. In the 80s, they thought the VCR would kill cinema. It didn't. It just changed.
