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I recently stumbled upon a fluff piece from a Dutch movie site that really resonated with me. Its translated title was pure clickbait: “Everyone Has Completely Forgotten About This Big Netflix Action Movie.“ The article spotlighted “6 Underground”, a film you might vaguely recall—assuming you watched it at all—and almost certainly have no plans to revisit.
What struck me wasn’t just the focus on a single Netflix original but the broader truth it hinted at. Since the pandemic solidified the trend of major films debuting directly on streaming platforms, the phenomenon of “forgotten blockbusters” has become less an anomaly and more the norm.
To understand how we got here, we need to look back at where it all began—right at the dawn of moviemaking. Originally, the only way to watch a movie was in theaters. Before television became commonplace in the 1950s, people didn’t just go to theaters for movies; they also went to catch up on the news.
With the advent of TV, a new dynamic emerged: movies could now be viewed in two ways—on the big screen or on the small screen, broadcast as part of a network’s programming. A couple of decades later, the invention of the VHS player revolutionized how people consumed films. For the first time, you could watch a movie whenever you wanted, as long as you owned it on tape. This era significantly extended a movie’s shelf life and even gave rise to studios that specialized in producing low-budget, straight-to-video films.
The advent of VHS ushered in an entirely new system for releasing movies, particularly blockbuster films. This system could be broken down into a few key steps:
- Release the Blockbuster with Heavy Marketing
The first step was to launch a blockbuster movie with an aggressive marketing campaign to ensure it stayed in the public’s consciousness for weeks. This often involved movie tie-ins, like partnerships with fast-food giants such as McDonald’s or even the release of a video game timed to coincide with the movie. Many films also came with at least one hit song that dominated the charts for weeks, sometimes months, with music videos featuring clips from the movie itself. These videos acted as extended commercials, running constantly on MTV, while the songs played non-stop on the radio. This strategy ensured the movie remained highly visible to the general public leading up to its release and well beyond. - The Video Rental Release
After the theatrical run, which typically lasted around 90 days, the movie would transition to video rental stores. This phase brought with it a fresh wave of advertising. Posters adorned the windows of rental stores, eye-catching cardboard cutouts were strategically placed to grab attention, and TV commercials announced that the movie was now available on VHS. This second marketing push ensured the movie stayed in the public eye, drawing in audiences who might have missed it in theaters or who wanted to relive the experience at home. - Retail Purchase Release
Initially, the release date for buying a movie from a retailer was separate from the rental release. Video rental stores were given an exclusive window to generate profits before the film became available for purchase. Once that window closed, the movie would hit retail shelves, typically in record stores, department stores, or dedicated video shops.This phase often included its own promotional strategies. Stores would play the movie on in-store TVs, dedicate entire stands to showcase the VHS tapes, or offer special incentives like free posters with a purchase, while supplies lasted. For major releases like Disney’s “Aladdin” or “The Lion King,” it wasn’t uncommon to see elaborate displays filled with stacks of tapes, drawing customers’ attention and adding a sense of event-like excitement to the release. - Television Premiere
Finally, about two years after its original theatrical release, a movie would make its way to television. This phase came with an onslaught of commercials promoting the “world television premiere”, often positioning it as a must-see event. Networks would build anticipation by touting it as the first chance to watch the film at home for free (often with commercials, of course). In some cases, the timing of the TV premiere was strategically planned to coincide with the upcoming release of a sequel, reigniting interest in the franchise and keeping it fresh in viewers’ minds.
A movie could dominate the popular zeitgeist for months—sometimes even a year. This was especially true for films targeted at kids, where tie-ins like toys or video games could turn a movie into a household name. These strategic campaigns not only made the films unforgettable at the time but also gave them staying power. Many movies released during this golden era are still alive today, whether through (legacy) sequels, remakes, or their continued cultural relevance.
Another key factor contributing to a movie’s popularity was word of mouth. This often went hand in hand with people lending each other VHS tapes. Watching a borrowed tape was far more accessible and personal than scrolling through Netflix to find that one title someone recommended—especially in a crowded interface filled with thumbnails competing for your attention. This tactile, shared experience added to the movie’s cultural footprint, keeping it alive in conversations and households for years.
Now, let’s examine the current distribution model for movies, especially those with large budgets. These films generally fall into two categories: those that receive a theatrical release and those that go straight to streaming. However, despite the differing platforms, both types of releases often follow a similar process. The primary difference is in the initial distribution point, but both rely on marketing, audience engagement, and the strategic timing of their availability to maximize their reach and impact.
- The Release Process: Cinematic or Streaming Debut
First, a movie is released either in cinemas or directly to streaming, with the marketing largely focusing on online content. This includes the release of trailers in the weeks leading up to its debut, and closer to the release, actors appear in lighthearted YouTube content like Hot Ones and Most Asked Questions. These efforts make the movie more visible to the general public, especially when a trailer goes viral. A prime example of this is the first “Iron Man” movie. Nobody had high hopes for it, but then the trailer dropped, and it became the subject of countless news articles and message board discussions. For a straight-to-streaming release, such as a Netflix original, this is typically the only step in the movie’s release strategy. The other steps, like theatrical runs or home video releases, don’t apply to this type of movie. - Release to Streaming Services
If the movie isn’t already a direct-to-streaming release, the next step is to make it available on streaming services, often to rent or buy. This typically happens within four to twelve weeks of the theatrical release depending on its success. The reason for this narrow window is that it allows studios to capitalize on the movie’s fresh presence in the public’s mind without the need for a new marketing campaign. When a studio owns its own streaming platform, it will often make the movie available to subscribers at the same time, providing an incentive for viewers to maintain their subscription. - Physical Release
A physical release typically follows a couple of months later, but these releases are now mostly targeted at a niche audience, as the number of people buying physical media has declined with the rise of streaming services. With the closure of video rental stores and the disappearance of movie aisles in department stores, physical copies are no longer as visible to the average consumer walking through a store. As a result, physical media sales now rely more heavily on collectors, die-hard fans, and people who prefer owning a tangible copy rather than streaming. - Television Premiere
Eventually, it will air on a network broadcast—but let’s be real, who even watches linear TV anymore?
What this essentially means is that movies have gone from staying in the popular zeitgeist for up to a year to barely lasting a few weeks. And for Netflix originals, it’s even worse. Netflix floods the lead-up to a release with heavy promotion, but once the movie is out, the most you’ll get is a statement about how many people watched it during its first weekend—and then radio silence. Films like “6 Underground”, “12 Strong”, “Beasts of No Nation”, or last weekend’s “Carry On” vanish without a trace.
The only exception is when a movie earns a sequel in the eyes of Netflix executives. Take “Extraction,” for example—when the sequel rolls around, the original suddenly resurfaces in the public consciousness because Netflix makes sure it’s front and center on your app as part of the sequel’s marketing. Otherwise, these films fade into obscurity almost as quickly as they arrive.
So, what does this all mean? It means that it’s become significantly harder for movies to create a lasting legacy. Nearly none of Netflix’s originals have made a real, lasting impact. For every Martin Scorsese masterpiece like “The Irishman”, there are a hundred forgettable titles like “Damsel” or “Bird Box”. Remember “Bird Box”? If you don’t, you’re not alone—it dominated conversations for about two weeks in December 2018 and then faded into obscurity.
And that’s the crux of the problem with today’s streaming landscape. Movies on these platforms aren’t given the chance to build a legacy; they’re dumped, consumed, and forgotten. Their primary purpose isn’t to become classics or cultural touchstones—it’s to make subscribers feel like their monthly payment is worth it and to pad out the service’s endless catalog. After all, as long as the user is scrolling endlessly, they’re far less likely to cancel their subscription.
If there’s a solution to all of this, it’s simple: cancel your streaming services and go back to watching movies the way we once did. Dust off that old DVD or Blu-ray collection and maybe even add a few new titles to it. But let’s face it, the people who genuinely care about this already do that. For most, the convenience of coming home on a Friday afternoon, flopping onto the couch, and watching Taron Egerton run around an airport for two hours is more than enough.
Does it really matter that nobody will remember that movie six months from now? Maybe not. After all, aren’t most movies destined to be forgotten anyway? I even wrote an article years ago about forgotten gems from the VHS era, so this isn’t exactly a new phenomenon. But in today’s ever-changing world, the value and impact of a movie seem completely eroded. A film becomes just another thumbnail on Netflix, something you can watch without a second thought—nothing more than a fleeting distraction included in the price of your monthly subscription.
There was a time when the excitement for a movie like Batman Returns was an all-encompassing event. You’d be hyped to see it in cinemas, get a toy tie-in with your Happy Meal, read the comic book adaptation at home, and play the beat-’em-up video game with a friend. Later, you’d pick up the special edition DVD or Blu-ray because that movie held a special place in your heart.
That kind of cultural phenomenon seems almost entirely gone now. Not even last year’s biggest hit, “Deadpool & Wolverine“, could come close to the impact “Jurassic Park” had back in 1993. The first time you saw that T. rex roar on the big screen was unforgettable, and everything surrounding the movie—the merchandise, the excitement, the conversations—kept it alive for years. The current system simply doesn’t allow for that kind of lasting legacy anymore.
I wish I could offer you a light at the end of the tunnel, but sadly, I can’t. I don’t see people returning to physical media anytime soon. There’s a reason streaming took over so effortlessly, and the pandemic only cemented it, normalizing short theatrical runs or skipping cinemas altogether. Maybe the streaming model will eventually implode—it’s already showing cracks. The enshittification is well underway, with services introducing ad-supported subscriptions and fragmenting content across platforms.
Want to watch the latest “Indiana Jones” movie? It’s on Disney+. The other four? They’re scattered across different services—if you’re lucky enough to find them at all. But here’s the thing: my “Indiana Jones” Blu-ray collection is sitting proudly in my bookcase. Sure, it might be collecting a little dust, but it’s mine. I can dust it off anytime I want, pop in a disc, and enjoy the films without ads, without subscription fees, and with only a brief loading time. Sometimes, that’s all you really need.
