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Issue link: https://digital.macdirectory.com/i/1318513
their revenues because of the studios’ marketing spend, while having a reliable selection of mid-tier films to keep attendance steady. At the same time, studios can keep up their theatrical presence, which is where they enjoy the most revenue, while still having a strong VOD offering to retain and expand their subscription base. They might – just might – get that content if people are reluctant to put their seats in cinema seats in sufficient numbers until there is a Covid vaccine. After all, we have four subscription and two ad-supported services (Disney ++, Netflix, Amazon Prime, Apple TV +, Pluto and Tubi), which is overkill, to say the least. First, there’s no more room in the budget (financial and time) when it takes so long to jump from one to the other, searching for something we’ve just “gotta watch.” And we’re not alone. Folks in Europe complain about the hide and seek game. Of course, when it comes to soccer or rugby, they’ll find it … or else! People in India, who tend toward free services, don’t bother with more than three providers. China, the world’s second largest film market, seems to stick to two services and is willing to fill half of their movie houses to round out their entertainment. For everyone, the desire to have more options to pay for and waste time searching through is not fun--it’s frustrating. If a new exciting service comes along, it’s far easier to cancel one and replace it rather than watching your entertainment budget grow. Actually, people don’t want everything any of the services has to offer. No, they want a couple of shows from Service A, four from Service B, six from Service C. So, if Service D can figure out how to customize the library to our interests, we’re there. Perhaps a new phase of aggregation will begin … again. Frankly, searching for entertainment is becoming unbearable. Maybe that’s what Arthur Rimbaud’s meant in Total Eclipse when he said, “The only unbearable thing is that nothing is unbearable.”