Technology

What is Letterboxd? The Social Media Platform Going Mainstream

Early final decade, Matthew Buchanan and Karl von Randow, net designers primarily based in Auckland, New Zealand, have been looking for a ardour challenge. Their enterprise, a boutique net design studio known as Cactuslab, developed apps and web sites for varied purchasers, however they needed a challenge of their very own that their crew might plug away at when there wasn’t a lot else to do.

Buchanan had an concept for a social media website about motion pictures. At the time, he mirrored, he used Flickr to share images and Last.fm to share his style in music. IMDb was a database; it wasn’t, in essence, social. That left a niche within the subject. The end result was an app and social media community known as Letterboxd, which its web site describes, aptly, as “Goodreads for film.”

After it was launched on the net convention Brooklyn Beta within the fall of 2011, Letterboxd steadily developed a modest however passionate following of movie followers keen to trace their movie-watching habits, create lists of favorites, and write and publish evaluations. In 2020, nevertheless, the location’s progress was explosive. Letterboxd has seen its consumer base practically double because the starting of the pandemic: They now have greater than 3 million member accounts, in response to the corporate, up from 1.7 million presently final yr.



And it’s not simply extra customers. It’s extra use: “We’ve seen more activity per member,” Buchanan stated in a current Zoom interview. “Our metrics are up across the board.” Their revenues have elevated, from promoting and non-compulsory paid memberships, which give customers added options. The firm is not simply Buchanan and von Randow’s aspect challenge, and during the last yr, they’ve introduced on a number of full-time employees.

The pandemic has ravaged the film trade, as theaters have remained principally shuttered and high-profile would-be blockbusters like “Tenet” have drastically underperformed. But for Letterboxd, all that point at residence has been a boon. “We love talking about movies,” stated Gemma Gracewood, Letterboxd’s editor in chief. “And we’re talking even more about what we love lately because we’re all stuck indoors.”

In the start, Letterboxd primarily attracted movie obsessives: hard-core cinephiles, stats fanatics {and professional} critics trying to home their printed work beneath one roof. Mike D’Angelo, a longtime contributor to Entertainment Weekly and Esquire, used Letterboxd to retroactively log each film he has seen, by date, since January 1992. In addition to importing his outdated evaluations to the platform, he makes use of the location as a sort of diary for extra off-the-cuff musings.

“If I’m writing a professional review, I’m writing for a general audience,” he stated in a current telephone name. “Whereas on Letterboxd, I don’t worry about pro forma things like plot synopsis. I make jokes and references you would have to have a fairly deep film knowledge to understand. I find it much more liberating.”

That freedom provides writing on Letterboxd a sort of wild-west high quality. What rises to the highest of the location’s web page for most popular reviews ranges wildly: There are obscure memes, diaristic essays and sprawling screeds filled with pseudo-academic jargon. You would possibly discover political disquisitions written with breathless zeal: “As the most destructive action in the world, as the source of more war, death, and exploitation than anything this world has known since chattel slavery was born, imperialism is the highest, most vile, most horrifying aspect of capitalism, and we oppose it.” (That is, in fact, a assessment of “Wonder Woman.”) Or you would possibly discover a single cryptic sentence, comparable to one of the site’s most popular reviews of the film “Joker”: “This happened to my buddy Eric.”

The unedited, anything-goes spirit of Letterboxd might be off-putting: D’Angelo confessed he finds it “maddening” when writers “use all lowercase” or refuse “to use normal grammar or punctuation,” which on the location is typically. But the shortage of guidelines or construction may result in some attention-grabbing, unconventional criticism, and gives a platform to voices which may in any other case not be heard. On Letterboxd, you may uncover not solely new motion pictures to look at, however new critics to comply with.

Sydney Wegner, a single mom in rural Texas, began utilizing Letterboxd in late 2012. Under the username @campbart, she has written vivid, free-form evaluations (nearly solely in lowercase) of sci-fi, horror and motion motion pictures, together with a heartfelt piece about “Minions” that reads like a poetic ode to her daughter. “I wrote that way because that’s what I like to read,” she stated not too long ago. “I find criticism very boring unless there’s a personal aspect to it.”

Wegner stated she “never intended to write professionally,” however as her account started to realize followers, she quickly discovered herself fielding requests for paid work as a critic. She has appeared as a visitor on movie podcasts, executed introductions for movie screenings and been commissioned by editors at a number of movie assessment web sites, comparable to Film Freak Central.

Lucy May joined Letterboxd in 2015, and immediately she is certainly one of its hottest users, with practically 60,000 followers. The 26-year-old lives along with her household in her hometown in Illinois, the place she works at a movie show, and in her spare time watches motion pictures and writes about them at size on Letterboxd.

Although May stated she is “first and foremost a fan of film,” and never an expert, she nonetheless now considers herself a critic. “I would call myself a Letterboxd-era critic,” she stated. She finds this “modern wave of criticism” on Letterboxd attention-grabbing, “because a lot of the old rules are being thrown out the window.”

“There’s now less shame when lower ratings are handed out to acclaimed older films, and there’s more love to go around for things like rom-coms,” she stated. “I find that honesty on Letterboxd fascinating. I didn’t go to school for writing or anything like that, but I do call myself a critic in that sense.”

Letterboxd’s explosion in progress is certainly trending younger. On the app, which the corporate experiences is how 75 % of customers entry Letterboxd, the biggest demographic is 18- to 24-year-olds. “There’s been an enormous growth in younger members,” Gracewood stated. And she stated that when drawn to the platform, these youthful members typically quickly discover their tastes beginning to evolve. “They’re coming on having watched ‘The Princess Switch: Switched Again’ and discovering ‘The Umbrellas of Cherbourg,’” she stated.

That shift towards a youthful consumer base means Letterboxd is lastly beginning to develop outdoors the hard-core movie-buff area of interest — and the greater than 1,000,000 new customers in 2020 symbolize lots of people “who aren’t strictly cinephiles,” Buchanan defined. The progress has introduced the platform to a brand new degree of success, and Buchanan sees even larger potential. “There are tens of millions of Netflix users, for instance. We know we’re not going to appeal to every single Netflix user, but we also know that the appetite for film content is growing.”

The surge in progress means that whereas the movie trade has in some ways been devastated by lockdown orders and the scourge of the pandemic, movie tradition itself is nonetheless thriving. We could not have the ability to go to the films, however because the success of Letterboxd exhibits, we nonetheless need to discuss them.

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