How the internet has shaped the way films get made

❝The capacity of the internet to shame studios and filmmakers has shaped the way films get made❞ Helen O'Hara, Women VS Hollywood.

When I read Women VS Hollywood, this quote instantly caught my attention, and I wrote it down as I knew I would want to use it at some point– and that day has come. 

The internet has played a very important role in our evolution as a society, having a large impact on the way we connect and obtain information, thus how we perceive the world. It’s undeniable that nearly every aspect of our lives has been affected by its growth, and cinema has certainly not been an exception. Film businesses have had to adapt, not only from a technical standpoint, but also socially. 

The internet has granted audiences with more accessibility to films, but mainly allowed us to be more involved in the whole process. From production to marketing, we can easily get our hands on behind-the-scenes news, trailers, and stills. It almost feels like we are part of it. Not only that, but after a film is released, we can rate and review it as we would do with a product. Through Twitter, or more specialized platforms like Letterboxd, we can share our opinions about films with the whole world. They will likely be buried by the vast amount of online activity, but there is the possibility of being heard by many. Regardless, there is very little to lose, which is why we are put in a position where we have never been before. We don’t need to be renowned film critics to have a voice among the clutter. To make a statement, we just need a few thousand pair of eyeballs that share the same opinion.  

Audiences have always had the power to push a film up the charts, mainly through attendance, as box office has traditionally been the primary metric to assess the success of a film. However, the internet and social media have become an important part of the formula, as they can help achieve large box office results, regardless of the amount of budget allocated to production and marketing. Like this, the line between the prospect of success of films with high and low budgets are becoming a little blurrier. Films with expensive marketing campaigns certainly have an advantage. However, exceptionally good word of mouth holds the same value, if not better. Good ratings can rack up smaller independent movies, and the internet provides a global space to spread them more easily. 

Nevertheless, this can also be a double-edged sword, as low ratings and poor reviews can get a film buried in a matter of minutes, regardless of the budget. Not a marquee in Times Square nor Taylor Swift could save Cats from the backlash and ridicule, setting it up for failure even before it was released. Similarly, Fifty Shades of Grey would have probably gone the same path if it wasn’t for a recasting after fans of the novel started a proper online riot. Facebook pages dedicated to the cause, petitions for recasting, reimagined posters, and the hashtag #NoMattNoAlexisNoMovie pushed Charlie Hunnam to drop out of the role. Even though he was not replaced by Matt Bomer, Jamie Dornan and Dakota Johnson managed to pull it off, making it a worldwide success, with a box office of $569.7 million against a budget of $40 million. Another example is the online outcry received by Sonic the Hedgehog after the first footage was revealed. After a $5 million revision and three-month delay, the film was released and collected $306.8 million against a budget of $90 million.

As the cases above demonstrate, social media provides a platform for everyone to spread messages more quickly. Yet, other than proper casting and animation, the internet can be used for individuals to join crucial conversations, express solidarity, and increase awareness about relevant social issues. 

Currently, there is call for diversity and inclusion across all industries, which was not the case only a years ago. Due to society’s lack of cultural intelligence, inclusivity was not considered a marketable attribute, but that is changing as those conversations dominate the online discourse. For Hollywood, it is almost like they feel pressured to have a gender and racially diverse cast to keep the Twitter outrage mob at bay. Even so, their moral compass is questionable and it is unclear how sincere their gestures are. Sometimes, it seems there is an underlying premise of “affirmative action”-type of policies, meaning they just want to fit the bill and include at least one character of every identity to avoid being called out for being racist and homophobic. But regardless of their motive, we can use it to our advantage and keep pushing the diversity and inclusivity agenda forward. At the end of the day, Hollywood is a business, and in their eyes, diversity sells. 

As an audience, we can also harness the power of the internet to create a collective movement for social change, starting open and honest conversations about a cause. We have to be open to learning from all communities and listening to all perspectives, and then we must speak up and potentially influence others to do the same. Yet, we must mind the thin line that separates true progressive speech with foolhardy ostracism and strawman arguments that are as harmful as stereotypes. It is much more beneficial to focus on building up a cause rather than tearing down the opposition. Most importantly, it’s important to take an objective look at ourselves and question our own integrity and efforts. It is up to each one of us to do our part if we want to create positive, lasting change.  

Activism cannot only be done through a computer. The internet is not a determinant of change, only a facilitator. There is still a long way to go, and to create true change within the industry, we ought to diversify our own viewing experience to generate demand for true diversity. Only in that way can we truly support filmmakers that create truthful pieces and characters that are authentic.