Only in Blogs

I always used to hate it, years ago, when movie ads would end by saying, "only in theatres!" I was like, Geez, what else would it be? Movies open in theatres, then come out on video months later; that’s the way of the world. How hard is that to understand? But of course, you know they have to say that because there's that one person who would try going to Blockbuster expecting to rent the big movie that just came out that weekend.

I know that sounds weird, but we've all met that one person who just doesn't understand how the world works, even if they've lived in it all their lives. You know, the one who tries to order a Big Mac at Burger King, and is genuinely surprised and angry that they can’t get one.

It would be convenient if there was a name for such a person, like the way we decided that “Karen” would mean self-important complainers. That made it easy for all of us to have a simple name to refer to the concept, even if it did poison the name and lead to prejudice against thousands of innocent people. Maybe for this concept, we should choose a name that's already fallen out of favour. How about Millicent? It’s a rare name, so whatever anger they have over this will be offset by the fact that we're mentioning them.

Anyway, that's why the "only in theatres" line bothered me: the ignorance that it was coddling. I mean, I try to be patient of ignorance, but in this case it's a kind of wilful ignorance. To misunderstand the world so badly, you must be ignoring everything around you. And advertisers were just encouraging it. It would be like airlines placating Flat-Earthers by guaranteeing that none of their flights would go near the edges of the earth.

Though really, I suppose the “only in theatres” line wasn’t to protect the ignorant consumers from wasting their time at Blockbuster, so much as to protect the movie studio from irrational complaints from Millicents disappointed they couldn’t rent the movie hours after its release. And in the process, they’re also protecting that poor kid working for Blockbuster who would have to explain the logistics of the movie industry to angry customers. Customers who probably also thought they could use their Subway Club card to rent at Blockbuster.

But what really bugs me is that today the ads have to specify, "only in theatres," because they might actually be making a major release on streaming services. Sure, it’s convenient that there are so many ways to distribute movies today, but I feel like the simpletons won.

But another way of looking at this is that however complex the world of the 90’s used to seem to these people, that’s how complex the world has actually become. The world was inevitably bewildering to a person who thought they could buy something at Kmart and then return it for their money back at Sears. But now, that’s how complex the world is even to normal people. Today, we are all Millicent.