Hot take: movies suck because there is no rental market

Akir
2026-02-16T20:52:16Z

I've been on an interesting train of thought these past few days. I came across some criticism of a random old movie and I started thinking that the reason why I actually hate most modern movies is because they are all cowardly avoiding having any possible political interpretation for anything that happens in them. I've experienced movies that when the big fight scene starts, I'm falling asleep because I'm just so negatively invested in the characters or what will happen to them. That made me think about why so many boring, bland movies and shows keep being made, and it made me think of an opinion that the biggest reason why studios keep betting on blockbusters that are as boring as possible is that they are dependent on theatrical box office takings because streaming killed post-release revenue streams such as movie purchases.

I think that the reason for this is at least partially a symptom of the death of desire for physical media itself. Why deal with the inconvenience of physical media when you can just press a button and the movie starts playing? But at the same time I don't think this is entirely the fault of streaming services, but the fault of movie companies attempting to exert too much control over how people access their films.

I won't bore you with explanations of the limitations of streaming services. We've all been there, surely. They don't have what we want, the stuff we do want to see is spread out on a hundred different subscriptions, yada yada yada. So why do we not deal with them piecemeal? That answer comes with good news and bad news. Good news: you can! You can both buy and rent most movies that have ever been made. Bad news: it's an absolutely terrible deal if you do.

Right now there's at least three major services that allow you to buy digital movies: YouTube, Apple TV / iTunes Movies, and Prime Video. There's also the vestiges of the industry's "digital movies" initiative called Fandango at Home, previously Vudu - the one where you'd use a code you got with a DVD that said it included a digital copy. The problem with all of these services is obvious: if you buy a movie from them, you don't actually own it. They can and will take away access from you at any time for any reason they see fit.

There's an obvious solution to this: rental. It doesn't matter if they de-list a rental because you never had the illusion of ownership to begin with. But that has it's own problem: it's way too fucking expensive.

To put things into perspective, Blockbuster, before it closed down, would let you rent new releases for between $3-5 for a 1-2 day rental, while older movies could be between $1-3. Granted, this was before a lot of inflation, but those rentals also had the costs of running a store in expensive commercial real estate as well as the people who had to manage it, the cost of purchasing the media - sometimes at retail prices - and the cost of maintaining them (rewinding cassettes, cleaning and resurfacing discs, and replacing worn media).

Lets compare the cost of renting on Prime Video today.

Dicks the Musical is a somewhat niche movie unavailable to watch on streaming sites that came out more than two years ago, and the current price to rent it is $4.99. Five bucks. I should mention this is for a movie that I already watched on Hoopla via my library card for free.

Batman Returns is a blockbuster from 1992 and is available for $3.99. Four bucks. You get a one dollar discount if you want to watch something 30 years old. Fantastic.

The category that will really open your eyes is new movies. Zootopia 2 just became available for digital purchase, with no physical editions, and is not yet available on Disney+. If you want to purchase the film, it costs $29.99. Rental is $24.99. Frankly I cannot imagine a world in which the number of people who would pay for that rental exceeds the number of people who opted to pirate but would have paid if the price was at least half that.

If you forget that the major studios own their own streaming services, then this math really doesn't work out. Surely they are getting more money per stream through purchase and rental than they are with the fractional payment they would get from licensing it.

But of course you have to remember that they do own their own streaming services - it's part of why everyone's complaining after all. The major producers, by discouraging short term rentals and pushing streaming services (note that Prime Video will try to sell you one of those subscriptions if the title is available on one), they are attempting to move from producers of cultural products to yet another industry of rent seekers.

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