MAYPOCALYPSE!
Now do you mo-fos believe me!?
I had a very different, even upbeat, column planned for today. But this weekend I received so many “I finally think this is unfixable” texts that to walk away from them felt like whistling past the tombs.
It’s not that Furiosa was supposed save the movies . . . and now it won’t. It’s not even that Furiosa + Apes + Fall Guy were supposed to save movies . . . and failed to do so. Or that any of them were mediocre movies, dragging the business down in their lack of creativity. Things would be simpler if that were true.
There’s just this general feeling — beyond this month’s receipts — that the bottom has fallen out on this thing, and bringing it all back might be harder than we’ve been telling ourselves.
But how we talk about these things has gotten so off track. To understand precisely where we are, let’s just walk through a few of our broken narratives on the state of the industry.
The May Box Office
There are weeks when I feel we shouldn’t even talk about box office anymore. Let’s just ban the whole topic, as it’s become so untethered from anything relevant to the health of the industry.