“Film Nerd Twitter”
How Social Media Shapes Conversation of Film & Media News
It is a very interesting time to be a fan of movies. From the release of new trailers to behind-the-scenes pictures from the sets of new movies, social media has played an integral role in shaping how the general public talks about the world of cinema. However, while news about Hollywood is now more accessible than ever, some may argue that this increased visibility and discussion of things that serve only to tarnish online film discourse. With topics like the Sony/Marvel Spider Man dispute and controversies like those surrounding the film Joker being at the forefront of public discussion, it is important to take a look at how social media can shape how we talk about the film industry.
Spider Man! Spider Man! Why must we fight over Spider Man?!
Chances are, unless you’ve been living under a rock, you probably heard about the debacle regarding the Marvel character Spider Man. Specifically, about whether or not Sony Pictures (the company that maintains ownership of the character) would permit the character to remain in Disney’s comic book movie franchise known as the Marvel Cinematic Universe (MCU). As soon as this story first hit the internet, Marvel fans from all over the world reacted with a combination of everything from absolute rage to sadness.
Indeed, this struggle proved to be quite the talking point on social media, as news of negotiations between the two companies was widely publicized. Within a day, #SaveSpidey was trending on Twitter and many people found themselves uniting over one shared question: How could Sony do this? However, the answer to that question was much more complicated than what many on Twitter believed.
While it is true that Sony still owns the rights to the character of Spider Man, in 2015 they struck a deal with Disney to allow the character to appear in the films made by Marvel Studios, as well as grant them the merchandising rights to the character. Additionally, it granted Marvel 5% first dollar box office gross and partial creative control over the character, including casting and story, as well as theme park rights. In return, Sony would finance and distribute the films. After the deal expired following the release of Spider Man: Far From Home (2019), Disney proposed that they strike a new deal, one that would grant both studios a 50/50 split on financing duties and box office gross.
Unfortunately, Sony didn’t like this deal, as they preferred the original agreement and felt as though the new one would be detrimental to them. As a result, Sony opted to not allow the character to appear in future MCU films. While news like this would usually not be known to the general public, the popularity of the character combined with the recent release of the newest film caused the information to get out to the press, thus resulting in the frenzy that transpired on social media.
Here’s the thing, though: Even though the whole scenario was a standard negotiation between two entertainment companies that would eventually be settled a month later, users on social media immediately began pointing fingers at Sony for making a decision that, upon further viewing, could be argued to have been a smart business movie to protect their intellectual property. The more press coverage the fiasco got, the angrier people became. Outlets continued to report on statements from Marvel employees (such as Spider Man actor, Tom Holland) on the matter, and some interviews, such as this one with Jeff Goldblum (who starred as the Grandmaster in Thor: Ragnarok) managed to go viral:
Even after articles began popping up that explained the topic in greater detail, as well as after more fans on social media came out in defense of Sony, the general tone seemed to be one of anger at Sony for pulling such a major fan-favorite character out of one of the most successful franchises of all time.
While a new deal did get reached (the terms of which have not been disclosed by either Disney or Sony) the idea that Marvel fans triumphed over Sony (as if Sony were some great enemy, à la Thanos in Avengers: Endgame) still persists. Although it’s hard to say for sure how the chatter online affected the resolution of the problem, it’s hard to deny that the amount of outraged caused by this debacle provided an incentive for Sony to continue negotiations, even after many at Sony seemed ready to continue the films without Disney’s involvement (as seen in this article regarding Sony’s statement):
Ultimately, this controversy did end with fans happy, but it will be very interesting to watch this story going forward, as the new deal reportedly only covers one more film for Spider Man. If another deal must be negotiated after the next film, it will be important to see how the public reacts to whatever decision Sony makes, as well as how public opinion will influence Sony’s next decision.
“Why so serious” about the new “Joker”?
The other major film to be drumming up debate on social media is the Todd Phillips directed comic book film Joker.
Based on the DC Comics character of the same name, Joker is a psychological thriller that proposes an alternate origin story for the famous Batman villain that depicts him as a mentally ill failed comedian who gradually turns to a life of crime and becomes a costumed mass-murderer.
When the first trailer for the film was released back in April, it immediately became a topic of discussion. Fans were eager to see this new take on the character, who would be brought to life by masterful actor Joaquin Phoenix. Given the amount of early buzz the trailer caused, it was clear that people were excited to see this film.
Even when the film started screening at film festivals, critics were largely praising the film as a bold and challenging character study of a lonely man who becomes a cold-blooded monster.
However, as more information came out about the film, many began to question the nature of the main character, sparking a fierce debate online that has not slowed down since.
For some, the central character, a man named Arthur Fleck (who becomes the Joker over the course of the film) seemed a little too familiar. Specifically, many found parallels between the character and those who commit atrocious acts of violence as a result of their loneliness and isolation. Indeed, many criticized the studio, Warner Bros. for making a film that appears to portray a rather accurate representation of “white terrorism” in a sympathetic light.
While the conversation was largely being had on the periphery of most other discussions about the film, reviews from media outlets, such as this one from IndieWire, accused the film of being “incel-friendly” (“incel” being a portmanteau of involuntary celibate, an online subculture characterized by rampant misogyny, self-loathing, violence and a belief that men are entitled to sex and affection from women):
This all came to a head when law enforcement officials issued warnings to movie theaters about the film potentially inciting violence, as well as the families of victims from the 2012 Aurora, Colorado shooting (which took place during a screening of another DC Comics film, The Dark Knight Rises) releasing an open letter to Warner Bros., asking the studio to use their influence and money to support gun control legislation. Additionally, many took to social media to decry the film as dangerous and potentially damaging.
Press coverage for the film became increasingly negative, with outlets repeatedly asking the production team if they believed the film could be harmful; resulting in a, now infamous, moment where actor Joaquin Phoenix reportedly walked out of an interview and didn’t come back until he spoke with Warner Bros. PR team.That being said, many have also defended the film, with those involved in it’s production calling it a “cautionary tale” that is meant to provide empathy for, without glorifying the actions of it’s murderous main protagonist. Joker director, Todd Phillips defended the film by arguing that films are not “molders” society, and that they reflect events in the world without inciting them.
Regardless of the defense of the film, the public discourse on the matter has led to increased security at theaters where the film is playing, as well as Warner Bros. banning reporters from asking questions at the premiere (photographers were still allowed to be there, however). The widespread criticism that has plagued the movie, as well as the fervent fans ready to nastily debate any nay-sayers has contributed to what can only be described as a PR nightmare for Warner Bros. and the Joker team. While it can’t be said for certain, there is a case to be made that, had this film been released in any other decade, the conversation surrounding this film would not have gone to this extent. However, as a result our current social media climate; one where lonely, misogynistic white men can unite under a shared online identity of “inceldom,” as well as one where gun control activism is being publicly called for on social media platforms more frequently than ever before; what began as an attempt to create a challenging and subversive work of art, based on a popular comic book character, has quickly become a hotly-debated subject of intense controversy.
Joker opens on October 3rd, so it remains to be seen how audiences will react once the film is finally released to the general public. One thing is for certain, however: whatever happens, this discourse will likely shape the way films like this are analyzed for many years to come.
In Conclusion
Social media has been, and continues to be a wonderful place for fans of genre film to discuss news about upcoming releases. Commentators can build an audience with which to present their thoughts on the industry, and studios can easily drum up buzz for their new projects. However, even as an effective to for connection and discussion, social media can also shape the way studios handle their films. As seen with the Spider Man controversy, online discourse can force filmmakers and studios to take alternate measure to make sure they appease fans. Additionally, social media’s ability to shape public opinion can serve to harm films perception, before they are even released, as seen with the conversations that Joker is generating. Looking at these cases of how social media shaped coverage and perception of these films, it is important that we remember, going forward that social media plays a key role in how a film is discussed and portrayed in the media, and recognizing how public discourse can work both for and against certain films will lead us to understand how to better navigate the world of film and its relationship with social media.
