It has almost been three years since the cultural phenomenon of “Barbenheimer” went viral across social media in summer 2023. It happened again in 2024, with the release of “Gladiator II” and “Wicked,” creating another intertwined movie pairing called “Glicked.”
Social media continues to have an immense impact on cinema experience, with “double features” gaining more popularity due to social media.
Originating in the Great Depression, double features or “double bills” became popular because they allowed audiences to watch two films for the price of one, yet modern day cinemas often require consumers to purchase two tickets. Double features have impacted the experience of modern cinema, with social media trends having a positive impact on viewership.
“I think it just adds layers to the movie that you’re watching,” said Lilyanna Merchant, a junior majoring in biology. “You experience it before you go to the movie, and then you experience it going to the movie and seeing it.”
Major film studios, such as Lionsgate, are hiring Gen-Z TikTok editors to make content as a promotional marketing campaign prior to the release of the movies. Social media has changed the demographic for watching movies in person, with Gen-Z being the largest demographic of attendees in 2025.
“It has made me want to go see movies more,” said Mallory Rethlake, a sophomore majoring in marketing. “I want to go see it and not wait for it to come out, when I could just buy it on Amazon.”
Rethlake said that social media was a large reason she learned about new releases, and it is how she learned about the cultural phenomenon of double features.
This past Valentine’s Day weekend, there was a mass-release of movies, from Emerald Fennell’s “Wuthering Heights” to crime thriller “Crime 101.” Select theaters had limited edition double feature deals, where moviegoers could mix and watch the pairing that best suited their interests.
“I think it’s just fun, especially with our generation. I feel like we like to go to movies,” Rethlake said.
This new way of watching movies can create a novel juxtaposition, like how the comedy film “Barbie” contrasted with the historical drama “Oppenheimer.” Dillan Johnson, a sophomore public relations and sports management major, said that these contrasts added a unique perspective that people could “talk about when the movie was over.”
Merchant said that viewers can’t get the same experience of a movie theater when watching from home.
“Doing those dual feature marketing things gives people a reason to actually go to movie theaters,” Merchant said.
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