How the Internet Ruined Cinema

How the Internet Ruined Cinema

I remember when you would hear a film was coming out and al you would know about it before you went was the poster, a small article in the local newspaper or a magazine and word of mouth. 

No matter what the film was there was a sense of anticipation that would build as you waited to go. Weather that was on the day or weeks before. Even getting into the cinema was a task in itself.  

I remember waiting to go into the cinema when I was young, and I had to queue around the block to get a seat. If the film ended up being bad or good, it didn’t matter as you had the excitement in that crowd of what it would be like. 

There was no real in-depth analysis of the film beforehand or afterwards that would occur beyond discussing it with your friends or even others as they left the cinema. 

Now its all changed. 

Now you have months of adverts and trailers that show way too much.  On their own that wouldn’t matter so much as you would have seen them and even if there were spoilers you would likely forget the details.

The Commercialization of Cinema Through YouTube Adverts

YouTube has become the most dominant platform for video content globally, with billions of hours of content uploaded and watched each day. One of its most insidious impacts on cinema is the overwhelming prevalence of YouTube adverts. These adverts have changed the way films are marketed and consumed, placing an emphasis on short, attention-grabbing clips rather than genuine artistic merit.

Film trailers have always been a key part of marketing, but in the internet age, the approach to advertising has become hyper-commercialized. Studios now tailor their trailers to fit into YouTube's ad slots, focusing on creating maximum intrigue in the first few seconds to avoid the dreaded "skip ad" button. This has led to a dilution of the art of the trailer itself, as studios prioritize clicks and views over creating meaningful, thought-provoking promotional content.

Worse, many of these trailers are followed by pre-roll ads that aren't even related to cinema. Brands capitalize on the attention surrounding new film releases to push unrelated products, diluting the experience of watching trailers for upcoming films. This constant bombardment of commercials creates a fragmented, less immersive environment for experiencing film culture. The YouTube advert format thus commodifies cinema, reducing it to mere content that can be shoved between other forms of commercial noise.

The Rise of YouTube Film Analysis: From Insight to Overload

Another aspect of YouTube that has dramatically changed cinema is the proliferation of film analysis channels. These channels, in theory, should enhance viewers' understanding of films. Many early YouTube channels provided thoughtful, intelligent analysis of films, breaking down themes, visual motifs, and cinematic techniques. However, as the platform has become more saturated, the quality of analysis has sharply declined.

Rather than thoughtful reflection, many YouTube channels now cater to quick, shallow breakdowns of films. The algorithm that favors frequent uploads and high engagement has led to a glut of "hot take" culture, where YouTubers scramble to release content that capitalizes on current trends. This rush often leads to underdeveloped or surface-level analysis that does little justice to the films themselves. What was once a space for elevating cinematic discussions has become another arm of clickbait culture, where the goal is not to provide depth but to generate views.

Additionally, the over-analysis of certain films—especially major blockbusters—can detract from the pure enjoyment of watching them. Channels focus so much on dissecting every minute detail, Easter egg, or hidden reference that it becomes nearly impossible to watch a film without thinking about all the different interpretations you’ve seen online. This diminishes the magic of the cinema-going experience, where films were once a shared communal event that allowed for personal interpretation and emotional connection. The internet has turned this communal experience into one where the "correct" way to understand a film is dictated by an endless number of YouTube pundits.

Professional Nerds: Gatekeepers Disguised as Fans

In addition to the rise of shallow analysis, the internet has given birth to a new class of cultural commentator: the "professional nerd." These individuals often present themselves as passionate fans of the cinema, offering deep insights into beloved franchises and genres. However, many of these so-called professional nerds are far from the enthusiastic fans they claim to be. Instead, they function more as gatekeepers, leveraging their platform to dictate what is and isn’t acceptable in film discourse.

The internet has allowed these individuals to build lucrative careers out of their fan personas. Channels that analyse the Marvel Cinematic Universe, Star Wars, or other major franchises have gained enormous followings. But in reality, many of these commentators are more concerned with building their brand than with the films themselves. They often have little emotional investment in the art of cinema, focusing instead on exploiting fandom culture for clicks, likes, and revenue.

These "professional nerds" feed into toxic fan culture by encouraging divisive, adversarial approaches to film critique. Instead of encouraging viewers to appreciate different perspectives, they perpetuate an environment where it's "us vs. them." Films are either championed or torn apart, with little room for nuanced discussion. They profit off sensationalist takes, fuelling fan wars and stoking the fires of outrage rather than engaging in meaningful discussion about the artistic value of the films they cover. In doing so, they contribute to the erosion of sincere film criticism and replace it with what is effectively entertainment gossip masquerading as analysis.

Shill YouTube Channels: Marketing Disguised as Criticism

Perhaps one of the most damaging trends on YouTube is the rise of "shill" channels—those that serve as unpaid extensions of the studio marketing machine. These channels, often posing as fan-driven or independent, exist primarily to praise and promote films rather than offer any genuine critique. Studios have become savvy in the internet age, realizing that they can influence public opinion by feeding content creators early access to films, behind-the-scenes content, or exclusive interviews.

These YouTubers, in return, shower films with glowing praise, sometimes regardless of their quality, because they have a vested interest in maintaining their relationship with the studios. By offering positive reviews, they ensure continued access to future films, exclusive premieres, and celebrity interviews. This creates a system in which viewers are presented with biased, one-sided coverage of films, with little transparency about the financial incentives driving these creators.

Shill channels also contribute to the infantilization of film culture. Because their primary goal is to praise and promote, they tend to favour blockbusters, superhero films, and franchise fare—leaving little room for independent, art-house, or experimental cinema. The constant focus on "big" films reduces the cultural conversation around smaller, more challenging works. This leads to an overemphasis on spectacle-driven entertainment at the expense of films that take creative risks or push the boundaries of the medium.

The Loss of Cinema's Mystery and Event Status

Cinema used to be an event. People would wait in anticipation for a film’s release, talk about it in hushed tones, and debate its meaning over coffee after watching it. Films were mysterious, their meanings open to interpretation. However, the internet has stripped away much of this mystique.

The constant flood of content online—from behind-the-scenes featurettes to early spoilers—has made it nearly impossible for films to retain an air of mystery. By the time a film hits theatres, most people have already seen numerous clips, heard fan theories, and absorbed hours of commentary from YouTubers. The film is no longer an event, but merely the culmination of endless online speculation.

Additionally, the internet’s obsession with spoilers has led to a hyper-focus on plot at the expense of the other elements that make cinema so powerful—acting, cinematography, score, and mood. Plot spoilers are treated as the ultimate sin in film discussions, leading many YouTube channels to focus exclusively on the narrative structure of a film rather than its technical or emotional achievements. This reductive approach to film criticism diminishes the holistic nature of cinema as an art form.

The Impact on Film Criticism

Before the internet age, film criticism was the domain of professional critics who had the space and time to craft thoughtful, well-considered reviews. While professional critics had their biases, they generally approached their work with an understanding of the history and technical aspects of cinema. In the internet age, however, everyone is a critic, and platforms like YouTube have given rise to a democratization of film criticism that has eroded the quality of public discourse.

While it’s not inherently bad that more people are engaging with films critically, the internet often prioritizes the loudest voices rather than the most thoughtful. As a result, hot takes, reactionary rants, and outrage culture dominate YouTube film criticism, drowning out more nuanced voices. The over-saturation of opinion means that thoughtful criticism is harder to find, as it is often lost in the sea of sensationalist content designed to provoke an immediate emotional response.

Furthermore, the binary nature of much internet film criticism—films are either "masterpieces" or "complete disasters"—has contributed to a cultural environment where there is little room for subtlety or ambiguity. Viewers are encouraged to take extreme positions on films, leading to polarized debates and little room for the kind of nuanced discussions that deepen our understanding of cinema.

Conclusion: A Diminished Art Form

The internet, and YouTube in particular, has radically transformed the way we consume and think about cinema. While there are certain benefits to this new landscape, such as increased access to films and a broader platform for fan engagement, the overall impact has been overwhelmingly negative. The prevalence of YouTube adverts, shallow analysis, "professional nerds," and shill channels has diminished the cultural standing of cinema, reducing it from an art form to mere content to be consumed and dissected in the race for views and likes.

The magic of cinema—the sense of wonder, mystery, and communal experience—has been eroded by the constant flood of online content. Films are no longer seen as artistic works deserving of deep reflection, but rather as products to be marketed, analyzed, and consumed. While the internet has made films more accessible than ever, it has also stripped away much of what made cinema so special in the first place. The challenge now is to find a way