In so many cases in the aftermath of the pandemic, we have been left to wonder why certain movies haven’t succeeded when they might have felt like more surefire bets even just a few years ago. The pandemic changed consumer habits and, even before that, the ability to watch 4K movies on huge TVs at home affordably was something the exhibition side of the industry was competing with. One common thing we’ve seen in recent years is that films that feel like true events manage to cut through the noise. The whole Barbenheimer thing earlier this year is the perfect example. We can also look at “Spider-Man: No Way Home” or “Avatar: The Way of Water.”
Taylor Swift made “The Eras Tour” feel like a true event. The left-field announcement probably helped fuel that, as well as the fact that it was dropped with a “Surprise!” rather than a months-in-advance announcement with a meticulous marketing campaign. It felt like something truly for the fans, the media got behind it, and fans went apes***. Crowded theaters, people dancing in the aisles, and even themed popcorn buckets — it all worked to make this feel like the must-see event of the Fall season.
“Taylor Swift: The Eras Tour” is in theaters now.