An Open Letter to To: The Motion Picture Association of America and The Academy

To: The Motion Picture Association of America

The Academy

Subject: The Phenomenon of Audience Pre-Exhaustion and the Imperative for Cinematic Rediscovery

Dear esteemed members of the Motion Picture Association of America and The Hollywood Academy,

I write to you today to present my comprehensive research on a pressing matter that has been plaguing the motion picture industry, and one that I believe demands immediate attention. This phenomenon, which I have termed Audience Pre-Exhaustion (APE), has been a contributing factor to the diminishing audience attraction towards motion pictures. If left unaddressed, this trend will have dire consequences for the future of cinema.

The current landscape of pre-movie promotions and tie-ins has undergone a significant transformation, increasingly favoring immersive and interactive experiences over the traditional movie-viewing format. The upcoming release of the Barbie movie serves as a glaring example of APE. For weeks leading up to the movie's premiere, potential moviegoers were offered an enticing virtual world within the popular game Roblox, specifically designed as a tie-in to the movie. This immersive gameplay experience allowed individuals to actively participate in a "Barbie" world, engaging in various activities and adventures that closely mirrored the film's narrative.

While this approach initially generated tremendous excitement and anticipation, it inadvertently exhausts the audience's interests prior to the movie's release. By immersing themselves in the Roblox Barbie world, individuals effectively "pre-did" many of the experiences they would have otherwise encountered while watching the movie for the first time. As a result, when the time comes for them to passively engage with the film, their enthusiasm and curiosity had significantly waned. They had already lived the story in a more active and personally engaging manner, making the act of sitting and watching the movie feel redundant and unfulfilling and most importantly, not worth the time it takes to go to the movies in an age of instant everything.

APE is not an isolated occurrence limited to the Barbie movie. It represents a broader shift in audience behavior and expectations. The increasing prevalence of agent inspired, corporate immersive tie-ins and pre-movie promotions that provide standalone entertainment experiences is gradually eroding the appeal of traditional cinema. Audiences have normalized active participation and interactive engagement, where they have agency and influence over the narrative. The passivity of traditional movie-watching is no longer sufficient to captivate and retain their attention.

If the motion picture industry fails to address this growing phenomenon, cinema as we know it is perilously close to its deathbed. However, I firmly believe that there is still hope for revival. The key lies in rediscovering the intrinsic value and essence of cinema—the power of storytelling and the human connection it fosters—and keeping the art form in its own lane. No ties ins. No games. No disrespect for the artists who work from craft.

It is imperative that you return to the roots of cinema, focusing on smaller, character-driven narratives that resonate on a deeply human level, beyond labels and beyond agendas. By refocusing on original storytelling, compelling characters, and thought-provoking narratives, you can reignite the passion and engagement of audiences. You must create experiences that cannot be replicated through alternative channels, offering audiences a unique experience called moviegoing.

APE poses a significant threat to the motion picture industry as a whole, because pre-movie promotions and tie-ins increasingly overshadow the movies themselves and diminish it’s value to consumers.

I urge the Motion Picture Association of America, The Hollywood Academy, and industry stakeholders to heed this warning and take decisive action. By returning to the core principles of cinema and emphasizing the power of storytelling, you can reinvigorate audience interest, secure the future of cinema, and preserve the unique magic that only the big screen can deliver when it tells a small story.

Yours sincerely,

Michael McGruther

SubPopCult.Com