During the hype for the new Star Wars, there was a tweet passed around that dared you to quote any line of dialog, or name more than one character, from Avatar. Of course, that should be easy, since Avatar is the highest-grossing movie of all time, at least for the next few days. Lots of people couldn't do it, which underlines the weird way pop-culture works.
When I was a kid, I remember going to the movies in 1982, and they had three movies playing. (Three screens! How adorable!) This stuck on my mind because I, unlike most of the world's movie-goers was excited about seeing Tron, while one of the other screens was showing E.T., which was turning out to be far more popular. In my mind's eye, I think the other screen was showing Blade Runner. I could just be imagining that, but according to the release dates, that seems likely.
In retrospect, it's interesting to see how those three movies have taken such different trajectories. E.T. was a huge hit, breaking Star Wars' box office record. It was also a cultural phenomena, getting referenced, spoofed and imitated all over. Yet it faded quickly from the public's memory over the years. The 20th anniversary reissue bombed. And now, at a time when other 80's blockbusters have had amazingly long lives, it gets ignored.
Tron was hugely anticipated, but died at the box office. For a while it was remembered only as the cinematic equivalent of the Edsel. But it maintained a following among us weird kids, and then when we took over the world, we elevated it to cult classic status, and it eventually got an unexpected big budget sequel.
Blade Runner was a disappointment at domestic theatres, but did better in Europe. Then it got rescued by, of all things, the director's cut reissue on video. It's reputation grew, and now it's regularly mentioned as the greatest Science Fiction movie of all time.
And we can see the same sort of things happening with newer movies. Avatar may not be as well remembered, despite its success. On the other hand, the previous James Cameron movie that held the box office record, Titanic, does seem to have maintained space in the hearts and minds of the public, at least if the there-was-room-on-the-lifeboat-for-Jack discussions are anything to go by.
The same thing happens in other media too. When I first noticed it, I called it the "Grand Funk Railroad phenomenon," after the band that broke Beatles' records in the 70's only to be forgotten by the 80's. Or on TV, there was The Cosby Show, which was very popular when it was on the air, but even before its star was revealed as a sexual predator, had faded from there public consciousness.
So what causes this? I've been trying to come up with some commonality to explain the fates of these pop-cultural artifacts, but I can't find it. For any rule about what makes something last, I can come up with a counterexample. Any ideas?
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