The Disappearance of Blockbuster Comedy Films on the Silver Screen
In the world of cinema, the landscape has undergone significant changes, and one genre that seems to be feeling the impact more than others is comedy. The multiplexes, once filled with laughter, now see a decrease in the availability of comedies.
The marketing team of The Naked Gun, a recent spoof sequel, took an unusual approach to promote ticket sales. They created a Public Service Announcement (PSA) about the decline of comedy, highlighting the shift in the industry. This move, while unconventional, reflects the current state of comedy films.
Josh Greenbaum, director of Barb and Star Go to Vista Del Mar, echoes this sentiment. He believes that the classic mid-budget, theatrical studio comedy has become harder to find. The genre, once abundant in the 1990s and 2000s, seems to have less representation compared to superhero movies with comedic elements or genre flicks with balancing hints of levity.
Greenbaum's observations align with those of Akiva Schaffer, director of The Naked Gun. Schaffer, known for his work on cult hits like Popstar: Never Stop Never Stopping and Chip n Dale: Rescue Rangers, believes there is less momentum in the comedy genre overall. He questions if he would receive more scripts and higher paychecks if comedies were more popular.
The decline of comedies may be linked to a shift in audience preferences. Multiplex audiences have increasingly gravitated toward blockbuster genres such as superhero films, thrillers, and high-concept dramas. This shift, combined with the rise of streaming platforms, where comedy, particularly stand-up and situational formats, has found a robust audience, has reduced demand for comedy films in theatrical multiplex settings.
Moreover, marketing and distribution strategies have played a role in this decline. Studios have tended to prioritize big-budget franchises and high-profile releases for multiplexes, often sidelining smaller comedy films or romantic comedies. Contemporary comedy often blends with other genres or targets niche audiences, making pure comedy films less frequent in multiplex releases.
Despite this decline, successful comedies still emerge occasionally. Greenbaum's Barb and Star Go to Vista Del Mar, for instance, emerged as a cult hit on VOD, despite COVID restrictions limiting its theatrical release. The release of The Naked Gun is an example of a comedy film that stands out in the current movie landscape.
Evidence from recent film news suggests that while mainstream comedy films have declined at multiplexes, successful comedies still emerge occasionally but with alternative marketing tactics emphasizing content quality over heavy promotion, as seen with Bollywood’s recent hit romantic comedy “Saiyaara” adopting a “less-is-more” marketing approach.
In summary, the multiplex decline of comedy films since the mid-2010s is mainly due to evolving audience tastes favoring blockbuster and genre films, distribution shifts toward digital platforms for comedy, and marketing prioritization that sidelines many comedy projects from theatrical prominence. However, the genre's limited but persistent presence is evident, with occasional standout films like The Naked Gun and Barb and Star Go to Vista Del Mar.
The marketing team of 'The Naked Gun' turned to an unusual strategy, creating a Public Service Announcement (PSA) about the decline of comedy in the industry. This move demonstrates a desire to adapt to the current style of entertainment, where comedies seem to be taking a backseat to genres like superhero films, thrillers, and high-concept dramas, not only in the multiplexes but also on streaming platforms.
In light of this changing fashion of audience preferences, some directors, such as Akiva Schaffer and Josh Greenbaum, question whether comedy movies would generate more interest if they were more popular, perhaps inspiring them to experiment with their manual of storytelling to cater to modern tastes.
