I don’t know if you heard, but getting tickets for Avengers: Endgame was quite the trip. AMC Theaters’ website full-on crashed and they shut down their (also overloaded app). Other websites, like Fandango were showing errors if you tried to access showings for an AMC. As someone with that fancy-shmancy A-List subscription, this was a real pain (I ended up going to the theater in person to buy my tickets).
This isn’t the first time there’s been a mad dash for movie tickets. I had similar (though not quite as intense) issues when getting tickets for Rogue One and The Last Jedi. Midnight and Thursday night showings have always been a bit of a Big Deal, but these website-crashing hypes are a little more recent.
Now, it’d be easy to lambast companies like AMC for failing to account the wild demand for a movie like Endgame. But with it, there’s also the question of just how this urgency to catch a movie as soon as possible became the thing it is.
Now sure, there are the huge fans that have been waiting for the movie. There’s no denying that opening nights are fun, the crowd is excited and the atmosphere is electric. Yelling and cheering when something cool happens is a neat experience that you don’t get in many other showings. No doubt that that’s something special.
But I’d wager it goes further than that. Most of these website-crashing movies are sequels or at the very least the continuation of a franchise. There’s the want to find out what happens next, and with that, to not have it spoiled.
And, man, is it easy for stuff to be spoiled these days. I remember when the series finale of Lost aired years and years ago; I swore off Facebook, Twitter, and my beloved TVTropes until I had the chance to watch it, lest I find out how it ends. The internet has only gotten bigger in the last nine years and with it, the potential for spoilers. Even if you avoid social media and anything marked with spoilers, there are hosts of articles on the internet with leading titles along the lines of “That Character’s Shocking Return Explained” or somesuch that even if it doesn’t outright spoil the ending, at least hints at something.
Then there are the memes. My god, the meeeeeemes. Seizing on the pop-culture zeitgeist of the moment, these image macros waste no time in having fun. When The Last Jedi came out it didn’t take long at all for Ben Swolo — that is, the scene with a shirtless Kylo Ren — to gain traction. A quick check of Know Your Meme shows that BuzzFeed had a listicle of reactions by December 15th (the day the movie came out) and the name Ben Swolo was popularized by the 20th.
Infinity War also saw its share of memes, one of the most famous being parodies of the dusting that happens at the end of the movie. Keep in mind that this is a Major Plot Point at the end, when Thanos succeeds at killing half the universe, including many Avengers, with a snap of his fingers. It’s a really Big Deal. According to, once again, Know Your Meme, memes of various characters commenting that they don’t feel so good were online by April 29th; the Sunday after the movie’s release. Barely took a few days for the movie’s big ending to be a meme.
I’m not sure how I feel about all this. The mad dash to get tickets is a pain, but I also wanna see movies right when they come out (especially ones I really care about). Yet I remain of the opinion that spoilers don’t really spoil (though I enjoy a good surprise as much as the next person), so really, much of the fun of the opening night comes from that feeling of community and being able to make a big deal about it with friends (I bought out an entire row of the theater for The Last Jedi). So maybe I’m a part of the problem.
All that said, when Star Wars Episode IX comes out later this year, I’m gonna get tickets to the Thursday night I just hope the infrastructure is ready by then.
But seriously, don’t tell me anything about what happens in these movies.