The first straight-to-video movie in two decades, This Is How the World Ends directed by Robert dos Santos, has been released, marking a surprising return to a format thought obsolete. Ten years after the last VHS manufacturer ceased production, this release highlights a broader trend: the resurgence of analogue technology in a digital world.
The Appeal of Imperfection
Vinyl records have been enjoying a revival for years, with sales at their highest in over three decades. Enthusiasts praise the warmth of the sound and the large album covers. In contrast, the new VHS movie is shot in HD, but viewers will see a cropped, fuzzier image. The director acknowledges that the appeal lies not in the format's quality but in its rarity and the experience it offers.
Nostalgia and Novelty
In an age where high-definition content is instantly accessible, physical formats that require effort to find and use feel both nostalgic and fresh. Taylor Swift's The Life of a Showgirl was released on cassette and CD, embracing the retro trend. Her previous album's title track mocked a lover's attachment to a typewriter, a hipster favorite.
Older adults may yearn for the past, while younger consumers discover the novelty of offline experiences. Communications lecturer ARE Taylor, in his book The Analogue Idyll, notes that these media are often presented as remedies for digital ailments, contrasting with new technologies seen as addictive and harmful. The "analogue bag" trend, featuring physical books and craft materials, aims to reduce screen time. Weekend getaways are marketed as digital detoxes. In the US, parenting influencers advocate VHS to avoid algorithmic recommendations and teach patience.
The Human Touch in the Age of AI
The desire for tangible, imperfect, and human experiences is potent amid AI advancements. Unease with big tech exploitation drives a preference for owning rather than leasing songs, movies, and books, and a revolt against relentless optimization. David Sax, in The Revenge of Analog, argues that vinyl was more fun because it was less efficient. Listeners must cherish the fragile format and cannot skip tracks without hovering over the record player, demanding attention rather than fading into the background.
Business Opportunities in Nostalgia
Companies are capitalizing on this backlash. In 2023, Kodak released its first Super 8 camera in over three decades, featuring an LCD display and SD card. Apps mimic Polaroid photos on iPhones. However, This Is How the World Ends will eventually be streamed, showing the limits of the analogue revival.
Director Robert dos Santos remarks that currently, "you need to be part of the club to watch this," suggesting a refreshing demand on audiences to embrace the weird and reject cultural beigification. Others see it as a desire for distinction through rare consumption. While there is much to enjoy in analogue, Dr. Taylor's book reminds us that old formats are no more authentic than digital ones, and individual consumer choices won't fix online world problems.
