Want to go to the movies?
- Alex Iwanoff
- Apr 30
- 4 min read
Updated: May 2
“Absolutely!”, I used to say. But that’s changed.
I used to love going to the movies—the smell of popcorn, the big screen, the sound vibrations running through the comfy chairs. But now? I don’t go as often as before. Either it’s because of the price of the tickets or, honestly, there just aren’t that many movies that make me think, “This one. This needs to be seen on the biggest screen possible”. Or, maybe, it’s because the few times I went, it was almost an empty room. Either way, the excitement seems to have faded.
That is… until I went to the biggest movie hall ever at the Sitges Fantastic Film Festival last year. With a capacity of 1380 spectators, it was something else. And the first movie I saw there? The European premiere of Terrifier 3, at midnight. It was packed. Masks of Art the Clown were distributed at the entrance. People were laughing, clapping and screaming at the movie. When it ended, we had to wait for a good ten minutes just to get to the exit – the line was that big.
And that’s when it hit me. That’s when I remembered why I’d used to go once a week. After all, we still go to concerts even though we have Spotify. We still go to the opera. Why did we stop doing that with cinema?
THE ANCIENT RITUAL OF STORYTELLING
Have you ever wondered why we go to the movies? Why we watch them? Well, for millennia, humans have gathered around fires, sharing tales of heroism, tragedy and everything in between. These were vital for transmitting knowledge, solidifying communal bonds and understanding the world around us. In other words, storytelling is connection. And cinema, at its core, is simply the latest iteration of this ancient ritual. We’ve moved from the campfire to the silver screen, but the fundamental need for shared narrative experience remains.
“People naturally seek closure and meaning in life– sometimes a film can provide this if ‘real life’ cannot”, Jeff Kitchen, in his book Writing a good movie.
THE NEUROSCIENCE BEHIND IT
When we engage with a good story, our brains respond as if we are living it. Mirror neurons fire, allowing us to empathize with characters and experience their emotions. Dopamine is released, creating a sense of pleasure and anticipation. Our hearts race during tense scenes, and we might even shed a tear during moments of heartbreak.
Think of when Woody, Buzz and the team held hands as they faced incineration in Toy Story 3. Or the shock of a twist like “What’s in the box?”. Or when Jack slowly sank into the depths of the ocean. But when we experience a film collectively, the emotions hit harder.
In 2020, a study published in Frontiers in Human Neuroscience explores how watching movies activates complex patterns of brain activity. This phenomenon, known as neurocinematics, reveals that films are structured to guide viewers’ attention and emotional responses in synchronized ways. In communal settings like a movie theater, this synchronization is intensified—viewers not only engage with the narrative but also with each other on a neurological level, creating a uniquely shared emotional and cognitive experience that streaming alone at home can’t replicate.
It’s called the "inter-subject correlation" (ISC), referring to the synchronization of neural activity across different individuals when watching the same film, according to the Mirage News.
It’s like emotional contagion, where individuals subconsciously mimic and synchronize with the emotions of those around them, making us feel more connected.
BOX OFFICE AND VIEWING HABITS
However, this experience is facing a challenge. While cinema isn't dying, it is undeniably changing. Recent data from the European Audiovisual Observatory shows a complex picture. Admissions in certain European markets remain relatively stable, but overall attendance hasn’t fully recovered to pre-pandemic levels. And a recent Deloitte study highlights a significant shift in consumer habits. Streaming services now account for a substantial portion of entertainment spending, with many consumers prioritizing convenience and cost-effectiveness over the theatrical experience.
There’s also the fragmentation of viewing habits. We’re not really curating our entertainment anymore, but passively consuming it. Letting the algorithm decide. Movies play while we scroll through social media, check emails and half-listen when we’re at home. And younger generations? According to Deloitte, they prefer creator-driven content over traditional films and series. And Millie Bobby Brown is proof of that, as she told The Sun she does not like to sit for a certain period of time to watch a movie.
“Think about the war for people’s attention and time that exists today, between traditional media and social media”, China Widener, vice chair of Deloitte in The Hollywood Reporter.
THE RISE OF THE HOME CINEMA
The convenience of streaming is undeniable. A few clicks, and you’ve got access to thousands of titles, all from the comfort of your couch. But this convenience comes at a cost.
Something important is shifting: how movies are made. They’re becoming content, built for the algorithm. Designed to check certain boxes. Framed to look good on your phone, your tablet, your TV. Less detail. Everything's centered. And yeah, it’s comfy. But more often than not, it just fades into background noise.
This also means that there are so many meh shows, series, and movies now that we end up endlessly scrolling through Netflix or whatever platform, never really choosing anything new. We go back to that one comfort movie we’ve seen a dozen times. It's safe. It’s easy.
So, in the end, maybe we just need to remember what it feels like to sit in the dark with strangers, all reacting to the same story.
And, well… I’ll try to go to the movies more often. Are you?
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