One thing I'll say: "membership" is the linchpin. That AMC is hanging in with Stubs, limited as it is, is encouraging. Now imagine if the membership meant you could go to the multiplex anytime and wander, check out any movie you wanted -- like the machines at the gym. That would leverage the short-attention-span problem to encourage grazing and expose the member to experience genres they'd never put a bet on before...
Roy! Yes! You just hit on something I've been trying to articulate but couldn't quite nail down. The "wander and graze" model is exactly it.
The current system is strange as it is - you commit to ONE movie at ONE specific time and sit through the whole thing or nothing. It's so rigid compared to literally every other cultural space.
Like imagine if bookstores made you commit to reading one specific book for 2 hours the moment you walked in? Nobody would go!
The AMC Stubs thing is definitely a start but it's still basically just "cheaper tickets to the same experience" rather than a fundamentally different relationship with the space.
What you're describing - being able to pop in, sample different films, maybe stay for one that grabs you - that feels so much closer to how we naturally engage with culture when given the freedom. I'm toying with a very similar idea in an upcoming piece I'm working on that looks to elaborate on this framework further.
You're tapping into something adjacent to the evolution of the human species here; meaning-making divorced from ego in both individually reckoning with and collectively sharing those meanings. Create a space that's attractive to the comfort of ego, only to then ease us out of it with the esoteric, emotional magic that cinema can provide in the face of cultural fitness freaks (oh, hey there). What you're proposing here, Sophie, will terrify most, be viewed as hostile by a select few, and be recognized as necessary by who I hope will be enough people.
Thanks so much, Charlotte! Yes, this idea will very likely challenge folks but most importantly, I'm hoping it helps reinvests our preconceived notions and systemic blindspots. Looking forward to untangling this more with you all in the following weeks 💘
Thoroughly enjoyed this 3-part essay series (and some of the others, too). And I'd like to share a personal example that I think supports your theory about treating movie-watching as cultural fitness.
Twelve years ago, I decided that the best way to improve my writing and cinema knowledge would be to read 52 books and watch 52 movies, on average, each year. To help keep track, I took a small brown faux-leather notebook, divided each page into two columns- one for books, the other for movies- and when I finished a book or a movie, I'd log them, along with the date. Some years I overshot my target, some years I fell short (especially with books), but mostly, I managed to keep to this baseline goal. Today, I've filled up 27 pages of entries (!), which after all this time, means I've read a lot and watched a lot. But mostly, it was- at the time- an unconscious plan to turn these simple acts into a habit- identical to keeping fitness goals to continue hitting the gym. By prioritizing books and movies as central to my identity as a writer and aspiring filmmaker/movie buff, I expanded my cultural horizons, sampling writers and films that might otherwise have fallen off my radar.
It's time to make cultural fitness a priority again. I'm tired of conversations about culture mostly revolving around whether I'd seen this YouTube video or the other. Which, when you really think about it, is just the offspring of reality TV or the descendant of MTV. Fun stuff but as empty in calories as ultra-processed food.
This was such a beautiful anecdote, thank you so much for sharing. And it definitely speaks to the power of habit but also commitment. Sticking to the bit with thoughtful presence AND action. Looking forward to exploring how we make this happen in more detail in the next few weeks ♥️
I like your Grand Idea. A lot. I've long wished culture stressed intellectual fitness the way it does physical fitness. The problem seems to be an abiding appetite for intellectual junk food. (One truth is that one doesn't need a gym to be fit nor a therapist to get in touch with oneself — just commitment and focus. Likewise intellectual fitness.)
As you point out, gym memberships and therapy are costly. One problem is that movies are already pricing themselves beyond the means of many. Going to the movies now for many is more like visiting an amusement park — a rare and expensive occasion.
My local theater already has a membership program. I thought about joining — it would reduce the cost per movie — but I realized that there just aren't enough movies I really want to see for it to ever pay off. Part of the equation here has to be movies worth seeing — which are scarce and not often shown at theater complexes depending on ticket sales. Perhaps more importantly, how do we encourage people towards intellectual fitness in a culture that actively mitigates against it?
Baseball requires engagement, understanding, some patience, a love of complexity, and a facility for nuance. The shared cultural experience of attending a ballgame was, perhaps, not unlike the shared cultural experience of what movies used to be. But baseball no longer has the relevance it once had, it's no longer THE American sport.
As with people mourning the death of baseball as they knew and loved it, it may be that what movies used to be is a thing of the past. (Both of which depresses me terribly, but modern culture in general depresses me.) In the end, I'm not sure society hasn't grown too large and too diverse for shared experiences anymore. The same problem exists with music. The great bands everyone loved also seems a thing of the past. That said, I quite agree we're experiencing a cultural fitness emergency (one proof of it currently squats in the Oval Office).
Looking forward to your continuing essays about this.
God, the amusement park comparison is so spot on it hurts. Remember when people just... went to movies? Like as a normal thing to do on a Tuesday night?
You hit the nail on the head about content too. My local theater has a membership but I'm in the exact same boat - I look at what's playing and think "ehh, maybe I'll just wait." That's the real catch-22 of this whole thing.
The art house/mainstream divide drives me crazy! Why do we have to choose between Marvel or obscure Romanian cinema with nothing in between? And then the "good stuff" is always in those theaters where everyone seems to know each other and you feel like an impostor if you don't already get all the references.
I love your library comparison. They somehow thread that needle perfectly - accessible to everyone but still offering real depth if you want it.
Anyway, this is exactly the kind of thing I'm trying to figure out. How do we make these spaces worth coming back to regularly? Because you're absolutely right - none of the fancy membership models matter if people look at what's playing and just shrug. Making my mission to figure this out!
I very much remember. Not all that many years ago, a buddy of mine used to come over every Wednesday night for chat and beers, and we'd go to the last showing of a movie at the local theater complex. Often had the place to ourselves — a private screening. And there was always some movie worth seeing.
I think the library comparison comes from you? It's a good one, though. Very true that libraries have something for everyone, from references to romances (and lately, lots of graphic novels). We really do need more content between high art and the 53rd sequel of some franchise.
Some late-night thoughts occurred to me…
Ai is democratizing image and video production, and perhaps we'll see some feature-length gems coming from individuals with a vision (or small groups). There are already some interesting and fun Ai-generated short films appearing in YouTube and other places. If nothing else, the competition and low cost may drive the studios towards more medium and thoughtful content.
The tariffs against foreign film production imposed by our insane POTUS (assuming they stay in place) might also force the studios to abandon their ever-increasing budgets for "blockbusters" (which seem to be losing their luster anyway). It's possible they might return to making more medium content also. Not sure Hollywood is capable of thoughtful anymore, but the independent studios might still have the mojo.
Could there be a revival of already made small gems from the last decades? Good, even great, movies certainly exist. Given how good digital projection is, perhaps there is room for smaller theater complexes that don't get bit with distribution costs or the high share costs of recent films but leverage a catalog of good films from the past. Essentially, Netflix in a "gym" for minds and community. Combine that with a serious marketing campaign about being smart (or cool or whatever) to gain market share. Maybe even offer restaurant quality food and comfy chairs. Try for that "must see" vibe that some streaming shows achieve.
I've got two more posts planned on the framework that help elaborate on all of the aspects outlined. They're not perfect, and they're idea heavy but they come from research and from all of the valuable feedback I've received from readers over the past few weeks. Stick around 🫶 And thank you so much!
Refreshing! We can hold space within to worry about the state of the world AND care about the diminishing communal experiences that still exist (for now). These troubled times deserve art, and devices through which to deliver it. Bravo for the work you have done thus far.
Nice one, although I find myself resisting the implicit individualism of this approach. Modern economics “broke the cinema upstream of the theater. Now it’s on me to fix it? I don’t want a membership or considerations of status. I just want affordable, good movies within walking distance.
Hey Brendan, thanks for taking the time to read and respond! I think I see where the confusion might be happening.
I'm definitely not suggesting individuals should fix cinema's problems on their own. The whole "cultural gym" idea is actually about changing the systems and spaces themselves, not putting more work on viewers. (there's more of this coming in following pieces I have planned).
Think of it this way - when gyms got redesigned to be more welcoming and supportive places in the fitness revolution, they weren't asking people to "try harder at exercise." They were creating better environments where exercise felt good and made sense for more people.
That's exactly what I'm advocating for with cinemas. They need to do the work to become more accessible, more affordable, and more meaningful to diverse audiences.
The affordability/inclusion piece you mentioned is absolutely central to this vision, not an add-on. Cinema's current model excludes too many people, both economically and culturally. Any reimagining of these spaces has to address who feels welcome in them and who can afford them.
You don't need to buy into every aspect of the framework to see value in parts of it. If affordable access is what matters most to you, that's a perfectly valid focus within this broader conversation. From my research, membership is crucial for other audiences while accessibility is less so - also ok! Does that help clarify where I'm coming from with this? I really appreciate your engagement with the piece.
I agree with you! It’s just sad that us non-rich people are forced to create and fight so hard for these spaces. To use the gym analogy - in America, terrible food, land use, healthcare and work habits make us fat, but it’s on me to get my ass to the gym and be healthy 🫠
This then forces me to advocate for (or seek out) gyms that fit my needs and identities. In and of itself, that’s logical and good. But how about the powers that be stop making me so unhealthy in the first place?
one of my fave movie theaters, the cineteca nacional in mexico city, has some of this vibe! is HUGE, an architectural marvel, also has a cinema museum, and feels like a constant film festival with its long list of curated showings from all over the world.
I don't know how to feel about the movie-theater-as-gym metaphor. Some people feel that the gym is just another checkmark on the things-I-have-to-do list – certainly not as an place to find joy.
Folks will not return to the theater unless they know joy awaits.
Once again, I'm both impressed and inspired by your important words—thank you for sharing them!
I completely agree with the idea of creating cultural spaces after the film ends. Instead of ushering us out of the cinema, why not guide and inspire us into a café or pub—just to talk about the movie?
The conversations, reflections, and interactions that happen around film are so meaningful and inspiring.
Brilliant.
One thing I'll say: "membership" is the linchpin. That AMC is hanging in with Stubs, limited as it is, is encouraging. Now imagine if the membership meant you could go to the multiplex anytime and wander, check out any movie you wanted -- like the machines at the gym. That would leverage the short-attention-span problem to encourage grazing and expose the member to experience genres they'd never put a bet on before...
Thanks for giving us a lot to think about.
Roy! Yes! You just hit on something I've been trying to articulate but couldn't quite nail down. The "wander and graze" model is exactly it.
The current system is strange as it is - you commit to ONE movie at ONE specific time and sit through the whole thing or nothing. It's so rigid compared to literally every other cultural space.
Like imagine if bookstores made you commit to reading one specific book for 2 hours the moment you walked in? Nobody would go!
The AMC Stubs thing is definitely a start but it's still basically just "cheaper tickets to the same experience" rather than a fundamentally different relationship with the space.
What you're describing - being able to pop in, sample different films, maybe stay for one that grabs you - that feels so much closer to how we naturally engage with culture when given the freedom. I'm toying with a very similar idea in an upcoming piece I'm working on that looks to elaborate on this framework further.
Thanks for pushing this idea further!
You're tapping into something adjacent to the evolution of the human species here; meaning-making divorced from ego in both individually reckoning with and collectively sharing those meanings. Create a space that's attractive to the comfort of ego, only to then ease us out of it with the esoteric, emotional magic that cinema can provide in the face of cultural fitness freaks (oh, hey there). What you're proposing here, Sophie, will terrify most, be viewed as hostile by a select few, and be recognized as necessary by who I hope will be enough people.
Let's get to it 😎
Thanks so much, Charlotte! Yes, this idea will very likely challenge folks but most importantly, I'm hoping it helps reinvests our preconceived notions and systemic blindspots. Looking forward to untangling this more with you all in the following weeks 💘
Keep up the great work. I will recommend you to my readers. Hope you are getting mine:)
https://onthefestcircuit.substack.com/
Just added you in my Recommendations ☺️
This is amazing, and I'm going to feature it to my readers. Count me on supporting these new pathways.
Wow thank you so much, Jon. Means the world coming from you!!
Thoroughly enjoyed this 3-part essay series (and some of the others, too). And I'd like to share a personal example that I think supports your theory about treating movie-watching as cultural fitness.
Twelve years ago, I decided that the best way to improve my writing and cinema knowledge would be to read 52 books and watch 52 movies, on average, each year. To help keep track, I took a small brown faux-leather notebook, divided each page into two columns- one for books, the other for movies- and when I finished a book or a movie, I'd log them, along with the date. Some years I overshot my target, some years I fell short (especially with books), but mostly, I managed to keep to this baseline goal. Today, I've filled up 27 pages of entries (!), which after all this time, means I've read a lot and watched a lot. But mostly, it was- at the time- an unconscious plan to turn these simple acts into a habit- identical to keeping fitness goals to continue hitting the gym. By prioritizing books and movies as central to my identity as a writer and aspiring filmmaker/movie buff, I expanded my cultural horizons, sampling writers and films that might otherwise have fallen off my radar.
It's time to make cultural fitness a priority again. I'm tired of conversations about culture mostly revolving around whether I'd seen this YouTube video or the other. Which, when you really think about it, is just the offspring of reality TV or the descendant of MTV. Fun stuff but as empty in calories as ultra-processed food.
This was such a beautiful anecdote, thank you so much for sharing. And it definitely speaks to the power of habit but also commitment. Sticking to the bit with thoughtful presence AND action. Looking forward to exploring how we make this happen in more detail in the next few weeks ♥️
Yay. Thx for completing the assignment. Looking forward to hearing more and thinking about your ideas.
Thank you so much, David!!
I like your Grand Idea. A lot. I've long wished culture stressed intellectual fitness the way it does physical fitness. The problem seems to be an abiding appetite for intellectual junk food. (One truth is that one doesn't need a gym to be fit nor a therapist to get in touch with oneself — just commitment and focus. Likewise intellectual fitness.)
As you point out, gym memberships and therapy are costly. One problem is that movies are already pricing themselves beyond the means of many. Going to the movies now for many is more like visiting an amusement park — a rare and expensive occasion.
My local theater already has a membership program. I thought about joining — it would reduce the cost per movie — but I realized that there just aren't enough movies I really want to see for it to ever pay off. Part of the equation here has to be movies worth seeing — which are scarce and not often shown at theater complexes depending on ticket sales. Perhaps more importantly, how do we encourage people towards intellectual fitness in a culture that actively mitigates against it?
Baseball requires engagement, understanding, some patience, a love of complexity, and a facility for nuance. The shared cultural experience of attending a ballgame was, perhaps, not unlike the shared cultural experience of what movies used to be. But baseball no longer has the relevance it once had, it's no longer THE American sport.
As with people mourning the death of baseball as they knew and loved it, it may be that what movies used to be is a thing of the past. (Both of which depresses me terribly, but modern culture in general depresses me.) In the end, I'm not sure society hasn't grown too large and too diverse for shared experiences anymore. The same problem exists with music. The great bands everyone loved also seems a thing of the past. That said, I quite agree we're experiencing a cultural fitness emergency (one proof of it currently squats in the Oval Office).
Looking forward to your continuing essays about this.
God, the amusement park comparison is so spot on it hurts. Remember when people just... went to movies? Like as a normal thing to do on a Tuesday night?
You hit the nail on the head about content too. My local theater has a membership but I'm in the exact same boat - I look at what's playing and think "ehh, maybe I'll just wait." That's the real catch-22 of this whole thing.
The art house/mainstream divide drives me crazy! Why do we have to choose between Marvel or obscure Romanian cinema with nothing in between? And then the "good stuff" is always in those theaters where everyone seems to know each other and you feel like an impostor if you don't already get all the references.
I love your library comparison. They somehow thread that needle perfectly - accessible to everyone but still offering real depth if you want it.
Anyway, this is exactly the kind of thing I'm trying to figure out. How do we make these spaces worth coming back to regularly? Because you're absolutely right - none of the fancy membership models matter if people look at what's playing and just shrug. Making my mission to figure this out!
I very much remember. Not all that many years ago, a buddy of mine used to come over every Wednesday night for chat and beers, and we'd go to the last showing of a movie at the local theater complex. Often had the place to ourselves — a private screening. And there was always some movie worth seeing.
I think the library comparison comes from you? It's a good one, though. Very true that libraries have something for everyone, from references to romances (and lately, lots of graphic novels). We really do need more content between high art and the 53rd sequel of some franchise.
Some late-night thoughts occurred to me…
Ai is democratizing image and video production, and perhaps we'll see some feature-length gems coming from individuals with a vision (or small groups). There are already some interesting and fun Ai-generated short films appearing in YouTube and other places. If nothing else, the competition and low cost may drive the studios towards more medium and thoughtful content.
The tariffs against foreign film production imposed by our insane POTUS (assuming they stay in place) might also force the studios to abandon their ever-increasing budgets for "blockbusters" (which seem to be losing their luster anyway). It's possible they might return to making more medium content also. Not sure Hollywood is capable of thoughtful anymore, but the independent studios might still have the mojo.
Could there be a revival of already made small gems from the last decades? Good, even great, movies certainly exist. Given how good digital projection is, perhaps there is room for smaller theater complexes that don't get bit with distribution costs or the high share costs of recent films but leverage a catalog of good films from the past. Essentially, Netflix in a "gym" for minds and community. Combine that with a serious marketing campaign about being smart (or cool or whatever) to gain market share. Maybe even offer restaurant quality food and comfy chairs. Try for that "must see" vibe that some streaming shows achieve.
Positively brilliant!
Woohoo, Kent 💓
Fantastic, Sophie. It's quite the manifesto. It's a serious document for Hollywood industry members to consider. I'm grateful for it.
Cinemas as cultural gyms, what a great framework!
Already shared this with the team at our group of arthouse cinemas in Berlin.
It would be great to read more of your thoughts on the framework.
I've got two more posts planned on the framework that help elaborate on all of the aspects outlined. They're not perfect, and they're idea heavy but they come from research and from all of the valuable feedback I've received from readers over the past few weeks. Stick around 🫶 And thank you so much!
Refreshing! We can hold space within to worry about the state of the world AND care about the diminishing communal experiences that still exist (for now). These troubled times deserve art, and devices through which to deliver it. Bravo for the work you have done thus far.
Absolutely! Thanks so much, Scott. More is coming ☺️
Nice one, although I find myself resisting the implicit individualism of this approach. Modern economics “broke the cinema upstream of the theater. Now it’s on me to fix it? I don’t want a membership or considerations of status. I just want affordable, good movies within walking distance.
Hey Brendan, thanks for taking the time to read and respond! I think I see where the confusion might be happening.
I'm definitely not suggesting individuals should fix cinema's problems on their own. The whole "cultural gym" idea is actually about changing the systems and spaces themselves, not putting more work on viewers. (there's more of this coming in following pieces I have planned).
Think of it this way - when gyms got redesigned to be more welcoming and supportive places in the fitness revolution, they weren't asking people to "try harder at exercise." They were creating better environments where exercise felt good and made sense for more people.
That's exactly what I'm advocating for with cinemas. They need to do the work to become more accessible, more affordable, and more meaningful to diverse audiences.
The affordability/inclusion piece you mentioned is absolutely central to this vision, not an add-on. Cinema's current model excludes too many people, both economically and culturally. Any reimagining of these spaces has to address who feels welcome in them and who can afford them.
You don't need to buy into every aspect of the framework to see value in parts of it. If affordable access is what matters most to you, that's a perfectly valid focus within this broader conversation. From my research, membership is crucial for other audiences while accessibility is less so - also ok! Does that help clarify where I'm coming from with this? I really appreciate your engagement with the piece.
I agree with you! It’s just sad that us non-rich people are forced to create and fight so hard for these spaces. To use the gym analogy - in America, terrible food, land use, healthcare and work habits make us fat, but it’s on me to get my ass to the gym and be healthy 🫠
This then forces me to advocate for (or seek out) gyms that fit my needs and identities. In and of itself, that’s logical and good. But how about the powers that be stop making me so unhealthy in the first place?
one of my fave movie theaters, the cineteca nacional in mexico city, has some of this vibe! is HUGE, an architectural marvel, also has a cinema museum, and feels like a constant film festival with its long list of curated showings from all over the world.
I don't know how to feel about the movie-theater-as-gym metaphor. Some people feel that the gym is just another checkmark on the things-I-have-to-do list – certainly not as an place to find joy.
Folks will not return to the theater unless they know joy awaits.
I genuinely love this. I can’t tell you how quickly I’d sign up for a training program at a cinema. Like, without hesitation and damn the cost
Once again, I'm both impressed and inspired by your important words—thank you for sharing them!
I completely agree with the idea of creating cultural spaces after the film ends. Instead of ushering us out of the cinema, why not guide and inspire us into a café or pub—just to talk about the movie?
The conversations, reflections, and interactions that happen around film are so meaningful and inspiring.