If we go back to the 1980s or 1990s, we’ll see that movie-going was a real experience. It meant calling up a few friends, picking a showtime, splurging on candy and popcorn, and settling in for a single movie in a dark theatre. Everyone else was there with the same intention—to see the latest film and get lost in the story. However, as personal devices became widespread and streaming eventually took over, going to the cinema was no longer the only way to watch a new movie.
Not only do these changes tell us a lot about modern viewing habits, but they also point to developments in how we seek satisfaction, make choices, and measure reward at a deeper level. Because films have so much to do with psychology, behaviour, culture, and technology, they’re a brilliant reflection of those shifts.
Revisiting the Traditional Cinema Experience
To better understand today’s viewing habits, we first need to go back to the roots of the classic cinema experience. As mentioned previously, it wasn’t just about watching the film (although that was still the main purpose). There was a lot more commitment, anticipation, and concentration involved—and that was the beauty of it. The joy of sharing reactions with others and seeing a film for the first time is unmatched.
Especially after the COVID-19 pandemic, people have fallen back in love with going to the cinema and now see it with a fresh perspective. What once felt like a fun activity became special and nostalgic, almost like a novelty. It still offers something that streaming can’t replicate, even if you host a well-planned movie night at home.
Switching to Streaming Culture
As technology advanced, streaming services popped up left, right, and centre. Netflix, Disney+, Hulu, and Apple TV give us full access to the newest releases. All you have to do is sign up for a subscription and push a couple of buttons on a remote, with no need to travel to a theatre, pay for overpriced snacks, or even get out of your pyjamas. We now have full control over the movie-watching experience, as we can pause and rewind when we need to and decide exactly when and where we want to watch the film.
If we’re feeling down, we can watch a comedy on a whim or look for a documentary that’ll educate us on a random topic. The options at our fingertips are now endless, so choosing what to watch is much more frivolous and mood-based. It’s much like claiming an appealing casino sign up bonus, where you go for whatever has the highest payoff in the moment. And with bonuses offering everything from no deposit credit to free spins and matched deposits, the decision is often driven by what feels the most exciting right then and there—just like picking the right thriller, comedy, or horror flick can amplify your mood.
The Paradox of Choice
But what does this impulsive, no-limits style of movie-watching mean for us? On the positive side, it means unfettered access to a movie buffet of every genre—old, new, international, experimental, and blockbuster. On the negative side, it’s given us an unbelievable level of freedom that eventually leads to fatigue. We’re constantly faced with the ‘Paradox of Choice’, which suggests that the more options we have, the more difficult and less satisfying a choice becomes.
Because we can put anything on at any time and change our minds at the drop of a hat, there’s nothing that pushes us to become fully invested. Maybe we realise we’re not enjoying the film and move on to something we believe will hold our attention better. Or perhaps we end up scrolling through title after title, afraid to commit and wondering if there’s ‘something better’.
Binge Culture
While binge culture is often associated with TV shows, a lesser-discussed movie binge culture also exists. Movies within franchises like Harry Potter, the Marvel Cinematic Universe, Star Wars, and other cult classics can be watched back to back in one sitting or over a weekend. There’s no actual need to choose or wait because the options are constantly there and readily available.
Emotional Investment vs. Emotional Efficiency
Arguably, the biggest change that comes along with the difference in viewing habits is how we engage emotionally with what we’re consuming. We can liken it to consuming a full meal versus grazing like you would with a cheese board. With traditional movie-going, emotional investment was part of the package. Every action was intentional, and we gladly savoured every part of it. It was free of distractions, filled with beautiful rituals, and deliberate from start to finish.
That’s in contrast to emotional efficiency, which we lean into today. While many of us have a special place in our hearts for the movie theatre experience, the quick emotional payoffs from on-demand streaming are too satisfying to pass up. Society has become so used to instant gratification that we chase content that evokes the feelings we want as fast as possible with minimal effort. Our attention spans have gotten shorter, which means we’re less likely to bother putting in the time if there are always other options on the table.
Rolling the Credits
Although streaming and binge culture dominate today, we still have the choice of visiting a theatre or sinking into the sofa. Both have unique rewards, depending on how much emotional energy we’re willing to invest. After a long day at work, streaming gives us the freedom to chase a feeling or sample a movie without commitment. In our free time, we might have more time to dedicate to a full-on theatre experience and receive more in return.