Back when I frequented the movie theatre regularly, back before ushers turned a blind eye to rows and rows of patrons talking back to the screen, I made sure that my friends and I always showed up in time for the previews. (That is not true, strictly speaking: I recall as a kid being ten minutes late for Raiders of the Lost Ark. Imagine going for years without being aware of the opening scenes of that film!) I still figure that if you are going out, dodging bedbugs and pools of spilled soda, you owe it to yourself to get the full media experience. As I sat in a dingy art house in Oxford in the mid-1990s, waiting for my weekly dose of kitchen-sink realism, I was blown away by ninety seconds of the upcoming Pulp Fiction. My head was spinning! What a reminder of the artistic range of film, itself. Previews are essential to the theatre experience, much as they were essential to the experience of going to the drive-in.
Previews are not, however, essential to the home theatre experience. Do you remember when your DVD had, in its main menu, a section for “Coming Attractions”? If you fancied pretending that your living room was a movie theatre, you could always practice staying quiet… Or you could choose to watch five or ten minutes of trailers. Of course, these would be previews of other films from the company that produced your DVD and unlikely to be relevant to you in the same way, say, that the trailers for a horror film in the theatre would also be for horror films. Now, however, if instead of going to the theatre, you choose not to wait for the movie network premiere, you can plunk down $25 for the Blu-Ray and be forced to sit through previews. Press “top menu” and be told that “this function is unavailable.”
I accept fully that I have to be told, for the twenty-five thousandth time, that I could go to jail for copying the film I just bought, but I do not know why – for example – I have to be told, when waiting to watch The King’s Speech, that I should see The Fighter. I saw it last month!
The principle, as I understand it, is that should you choose to take advantage of free (or cheaper) content, you have to put up with some inconvenience. The free version of apps can have ads. The free New York Times Book Review podcast should have advertisements: it makes the enterprise possible. The basic cable version of films on AMC are butchered and bogged down by long segments of ads. But if I pay a premium, I expect a certain degree of convenience. My cable and internet bill is well beyond $100 a month. But when I press display on my cable box, I see all the channels I do not get. What is that if not an advertisement that runs 24/7?
How much money would someone have to pay to be exempted from the soft sell, that pressure to buy more even after we have been sold?