Movie-making has always been a commercial endeavour, but the psychology of cinema in the 21st century has more to do with consumerism than ever before. Blockbusters get built from the ground up to trigger our brain chemistry and flood us with feel-good chemicals whenever we head to the theater or fire up Netflix.

Sometimes the psychology of consumption is applied as a blunt instrument, and sometimes there’s more subtlety at play. Either way, we’re being manipulated, but in a good way. Here’s the lowdown on exactly what’s happening and how it impacts modern films.

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Storytelling and human connection

A good story, whether told onscreen or on the page, engages our brains in various meaningful ways. One study found that while hard-hitting films might lower our pain thresholds, they actually make us feel bonded to our fellow humans more than movies without emotional heft at the heart of the narrative.

So, that’s why even mainstream megahits like Avengers: Endgame (Anthony Russo and Joe Russo, 2019; pictured at the top of this article) are packed with serious moments, sacrifice, and death. Stories that lack seriousness just don’t sell, because they don’t trick our brains in the same way.

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Action and adrenaline

Another psychological trigger that’s associated with consumption is the adrenaline produced when we’re excited or scared. Action movies and horror flicks make us whoop with delight when the hero leaps from a burning building, or jump when the killer appears out of nowhere.

The fight or flight response is part of our brain rewarding us for survival-related behaviour. It might date back to the earliest stages of human evolution, but it’s also a tool of modern consumption psychology. There’s also a major overlap with other forms of entertainment. For example, modern slots engage players with exciting visuals and audio cues, just like movies use sound effects and CGI in order to wow viewers.

Moreover, once we’ve experienced that adrenaline rush from an exciting cinematic experience, we want to replicate it. It’s what keeps us buying movie tickets and paying for subscription services. And that’s the consistent consumption the entire industry relies on.

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Rewarding attention and fuelling fandom

Films have taken a leaf out of video games in more than just their presentation. Today, it’s common for directors to put together movie projects that encourage active viewing rather than passive watching.

First, there’s the increasing importance of Easter eggs; those little details included in background shots, throwaway lines of dialogue, or post-credit sequences that reward people who pay close attention. Something like seeing a superhero’s mask hanging on a peg in a peripheral character’s closet can lead to rumours of crossover projects that are still in production, for instance.

Then, there are plots that offer opportunities for audiences to make predictions about what will happen next. Detective thrillers have been doing this for decades, but it’s a strategy that appears in many more genres today, because it brings people back for repeat viewings.

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The audience experience

There’s nothing wrong with movies making the most of the psychology of consumption in order to engage audiences. If anything, it’s better to feel rewarded for having watched a film, rather than walking away with a bad taste in your mouth. Moreover, since this trend isn’t going anywhere, it’s better to get used to it rather than railing against it.