As Barbenheimer weekend approaches, roryhasopinions argues that counterprogramming is back in a big way. He looks at the technique's recent disappearance, regressive politics, and meme-laden return:
All of these are designed to create engagement, full-bodied celebration of the commitment to a film about a toy that’s iconic, but still considered the plaything of children—while also hoping to drum up incredulous disbelief of how hard they’re committing.may not have appeared as much on social media feeds, but for an all-IMAX, shot-on-film extravaganza, we must remember that it, implying that theaters are the designated space to get hyped for one of the biggest movies of the summer.
Another reason Barbenheimer fever has reached critical levels is because large-scale counterprogramming has become nearly extinct over the past decade. Like most things, you can blame Disney for this—once it had been proven that superheroes, lightsabers and live-action remakes could own the box office for months at a time, studios shrunk away from challenging their anticipated financial dominion, leading to a sparse release calendar pockmarked with only The Biggest Films of All Time.
, “It is brand loyalty as artistic assault. Today, we have repeat customers, not cinephiles. If you are not one of the many people interested in seeingCompare the latter two Nolan Batman films:
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