Humanity Trumps Technology

Death, doom and destruction–– but will it move you?

Summer Blockbusterpalooza is upon us. Yawn.

Hollywood is about to assault your senses with sequels, franchise films, tent pole properties and comic books brought from panels to screens, and, well, you remember last Summer’s cinema fare, don’t you?

An endless parade of computer-generated junk food.

Come see famous landmarks blown up, cityscapes wiped into oblivion and entire populations decimated by horrific stuff.

Popcorn flicks today are less about human stories and more about visual spectacles. Usually in 3-D versions. And frankly, my dear, I don’t give a damn. In an effort to turn the movie theatre into an amusement park, we’ve lost humanity.

What was the last film that actually moved you, on an emotional level? Did it involve a comic book super hero, or a human being you could relate to? One who surmounted challenges and achieved victory on her/his terms?

It was probably the human story, not some computer-generated spectacular.

Why is that?

Because we’re wired for it. We want to empathize with a hero’s journey. Sure, make believe and spectacle is fun, but it doesn’t usually have much sticking power. The thrill (if there even was one) is only in the moment. True human emotional connections made in movies last long after the house lights come on.

Don’t get me wrong, billion dollar escapism movies prove there’s demand, but marketers should keep in mind that if you want to move people in meaningful ways, you’ve got to create stories your audience can relate to and empathize with. That’s how demand is created.

Because despite all the technological advancements, we’re still humans.