Whatever Happened to the Movie?
Movies... one of the few surviving American traditions from the 20th Century. What's not to like? Popcorn, soda and experiencing a good movie in the company of others.
OK... we forgot a few things. In an effort to survive amidst the clamor of new media, cinemas have succumbed to the commercial demon and lost track of their main draw: escapism. We used to go to the theatre to escape advertisements. Now they're everywhere. Even in the movie.
Pre-Movie, Pre-Commercial, Pre-Preview Advertisements.
No, we're not talking about the commercials that precede the previews, but rather the still images that flash on the screen while the house lights are still illuminated. Yesterday LAist watched "Harry Potter and the Goblet of Fire" at Santa Monica's Criterion. We were surprised to see actual commercials interrupt the advertisements. So now, before the movie, you're watching TV commercials sponsored by more commercials.