Movie-going in the Modern Smartphone Era: Struggles with Personal Screens in Theaters
In the modern era of entertainment, the landscape of film fandom has undergone a significant transformation, thanks to the ever-growing influence of social media. This shift is evident in the way fans interact with films, creators, and each other, as highlighted by Rini Dasgupta, a Ph.D scholar of Cinema Studies at the School of Arts and Aesthetics, Jawaharlal Nehru University, New Delhi.
Ms. Dasgupta's research focuses on the relationship between labour and technology in popular Hindi cinema, and her recent work delves into the role of smartphone screens in transforming the traditional cinema hall experience. The ubiquitous presence of smartphone screens has turned the cinema hall into a space of spectacle, with fans' emotional reactions recorded and shared on platforms like Twitter, Instagram, and TikTok.
One recent example of this phenomenon is the movie Saiyaara (2025), where a fan watched the film in a cinema hall with an intravenous drip on, causing social media discussions. Although there are no direct search results about the film "Saiyaara," insights drawn from general fandom studies and social media’s role in films apply. Fans of "Saiyaara" may use social platforms to engage with the film by sharing fan theories, scenes, and personal interpretations, enhancing the film’s cultural reach and reception.
The cinema hall, once a sacred space for film fans, is now often fractured by the brightness of smartphone screens. However, this digital disruption also fosters a sense of community among fans, offering real-time communication and deeper engagement with creators and fellow fans. Fans can influence film promotion and reception through online discussions, fan content, and feedback, which studios increasingly monitor for marketing and creative input.
This participatory culture, while fostering camaraderie, can also intensify both positive engagement and toxic behaviors. For example, James Gunn’s response to backlash from Snyderverse fans demonstrates how social media toxicity can affect film reception and production decisions, showing the power and risk of highly mobilized fan groups.
In the context of social media, the fan becomes the creator and the lover becomes the user, with cinephile pages on Instagram often serving as platforms for film promotions and publicity. This is evident in the popularity of movies like the SRK-starrer Pathaan (2023), where audience reaction videos played a significant role in generating buzz and attracting viewers.
As we move forward, it is crucial to understand the impact of social media on film fandom and fan behavior. While it amplifies the reach and intensity of fan cultures, it also presents risks such as toxicity and manipulation. As Ms. Dasgupta's work suggests, navigating this digital landscape requires a nuanced understanding of the dynamics between labour, technology, and the evolving nature of fandom in the age of social media.
References: - Social media changes fan-professional dynamics and fan communities’ role in promotion and engagement [2]. - Toxic fandom and negative online behaviors affect films and creators, exemplified by the Snyderverse fan conflict [1]. - Fans actively shape film culture on social platforms through participatory content and discussions, influencing storytelling and marketing strategies [2][3]. - The article by Rini Dasgupta reflects on the relationship between the fan, the film, and the smartphone screen in the age of social media. - Online commentary focuses on the film's publicity tactics, while Bollywood gossip forums discuss the viral fan videos and their potential collaboration with PR agencies. - In 2018, the first day first show of Shah Rukh Khan-starrer Zero was watched by a fan and their mother, with the mother finding the audience reactions as interesting as the film itself. - Recording fan reactions inside the cinema hall has become common, with filmmakers and production houses encouraging it due to the potential for virality.
- The influence of technology, as seen in smartphone screens, has significantly changed the traditional cinema hall experience, turning it into a space for spectacle where fans' reactions are shared on social-media platforms like Twitter, Instagram, and TikTok.
- The economy of the entertainment industry is impacted by social media, as fans can influence film promotion and reception through online discussions, fan content, and feedback, which studios increasingly monitor for marketing and creative input.
- Sports, movies, and TV shows arenot only consumed passively on various screens, but also actively discussed and analyzed within various pop-culture circles on social media.
- Travel experiences are often documented and shared on social media, giving individuals a platform to showcase their adventures, connect with like-minded people, and even influence tourism trends.
