BAFTAs: How is social media changing award season?
The BAFTAs are set to be aired on BBC1 on February 18th at 7pm. With many popular films receiving critical acclaim, next, we’ll be begging the question of how viewer habits are changing, and whether social media has a direct impact on the success of modern cinema. Stay there for that and more.
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00:00 Nowadays, it can be considered that cinematic success is intrinsically linked to a film's
00:05 capacity for internet virality. What do we mean by this? Well, a good example is BAFTA-nominated
00:12 thriller comedy Saltburn. The film itself had a limited release in cinemas, but after
00:17 salacious, squirm-worthy scenes spread like wildfire on social media and TikTok, upon
00:22 its upload to streaming, Amazon reported that viewership nearly quadrupled in the month
00:26 following. So, is it fair to say that the synchronous relationship between social media
00:31 and streaming is the recipe for modern awards season success? Perhaps, considering some
00:37 BAFTA nominees share similar form. Thinking back to the summer of Barbenheimer, social
00:42 media again blew with frenzied fans sitting through a Barbie and Oppenheimer double bill,
00:47 with fewer habits ever changing with the times. Perhaps filmmakers do prioritise the coined
00:53 'break the internet' ability of a film more so than they would have, say, ten years prior.