The preference for entertainment consumption is changing. In the eighteenth century, it was literature; in the nineteenth century, the focus turned towards theater, and in the twentieth century, it was cinema. But then social media took the world by storm.
Now, it’s being flooded with short-form content. Instagram, Facebook, and every imaginable social media platform are promoting and working hard to reduce your attention span, the goldfish effect indeed.
But amidst all this, people also started complaining about the length of the cinema. If you remember, the Martin Scorsese drama ‘Killers of the Flower Moon’, although the Indian audience is acquainted with the long format of cinema, we are also accustomed to an intermission, which is not really a choice in the West.
Additionally, the Western audience has more exposure to social media, which is affecting them more. Even a recent statistical survey states that the creative community faces an enduring challenge compounded by modern dynamics.
With a 21% decrease in daily long-form views since 2014, creators confront dwindling attention spans. Moreover, communal viewing, although desired, has experienced a 24% decline, signaling a fundamental shift in audience preferences and behavior.
Even the market is supporting this recent shift.
Short-form video ad spending is projected to surge to a remarkable $100 billion by 2024, highlighting its unparalleled effectiveness in engaging audiences. A substantial 26% of marketers are poised to augment their investment in short-form video content, marking a strategic shift towards this format for audience outreach and underscoring its pivotal role in contemporary marketing strategies.
So, will cinema be dead?
Never. This art form will survive, but it will evolve. Especially when it comes to cinema, it will have to undergo some major changes. Like a shorter length to abrupt cuts (Euphoria is a great example), the format must go through a revamp. The screenplay will be paced up, and the industry will be flooded with series as well, but cinema won’t be dying anytime in the near future.
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