The Monopoly film seems a naked play for nostalgia, the easiest and laziest of wins, but it is also The Way Things Are Done Now. Hollywood’s risk-averse allergy to new scripts makes it easier to simply iterate a winning formula and a recognisable brand name over and over, until we all die of boredom. This has been a growing problem for the last 20 years (of the highest-grossing 50 films of all time, more than 40 are sequels, prequels, reboots or remakes, or form part of a bankable cinematic universe like Marvel or James Bond). Pop culture is increasingly reduced to a series of lukewarm ads, theatreland is all jukebox musicals, and even our emaciated high streets and public spaces are being filled up with “immersive brand activations”. In central London you can visit the escape room Monopoly Lifesized, or attend the Shrek’s Adventure! experience, or cringe your way through Faulty [sic] Towers: The Dining Experience.
This is an evolution in consumer capitalism whereby marketing departments make all the decisions, and product design is an irrelevant afterthought. It mirrors the infantilising idiocy of “brand collabs”, where two unlikely brands from different fields produce a one-off product. You might have noticed, on a recent trip to the shops, Lynx x Marmite deodorant, Mr Men x Carex Tutti Frutti hand wash, or Hidden Valley Ranch Dressing x Crocs (yes, that is salad dressing-branded footwear). It speaks to a malaise that goes beyond novelty deodorants and the films we watch. The author and academic William Davies summarised this absurd state of play in 2022: “Britain’s capitalist class has effectively given up on the future,” he wrote: abandoning investment in R&D, new ideas, skills, technologies and products, or innovation of any kind – instead wringing every last drop from the assets they already own.
Rather than an economy dedicated to forging new ideas, we have one better characterised as “rentier capitalism”, whereby income is generated not by productive activity, but through the ownership and renting out or licensing of a scarce asset of some kind – which could be housing, but could also apply to a beloved family board game. This risk-averse attitude has become increasingly dominant when it comes to intellectual property (IP) – whether that property is a child’s toy, the back catalogue of a dead pop star, or the proprietary recipe for a spreadable yeast extract. IP rentierism is the only show in town.
It’s not that great art or great produce can’t ever be made in these circumstances. The Lego Movie, released in 2014 – and probably responsible for a lot of the current “film of a child’s toy” sillinesss – was an entertaining and clever film. So was Black Panther, one of the many films in the Marvel Cinematic Universe. Yet there is something about IP rentierism that feels new and corrosive. It is as if consumer capitalism has understood its own creative limitations, and how easily distracted we are – thanks in no small part to its own technological innovations – and so only the most idiotic spin on a bankable and familiar product can grab our attention. It is at best unedifying, watching the masters of our economy squeeze every last meagre drop from the assets they own, and reducing the arts to unadulterated marketing. Is this what thousands of years of human storytelling was leading up to?
Rather than an economy dedicated to forging new ideas, we have one better characterised as “rentier capitalism”, whereby income is generated not by productive activity, but through the ownership and renting out or licensing of a scarce asset of some kind – which could be housing, but could also apply to a beloved family board game. This risk-averse attitude has become increasingly dominant when it comes to intellectual property (IP) – whether that property is a child’s toy, the back catalogue of a dead pop star, or the proprietary recipe for a spreadable yeast extract. IP rentierism is the only show in town.
It’s not that great art or great produce can’t ever be made in these circumstances. The Lego Movie, released in 2014 – and probably responsible for a lot of the current “film of a child’s toy” sillinesss – was an entertaining and clever film. So was Black Panther, one of the many films in the Marvel Cinematic Universe. Yet there is something about IP rentierism that feels new and corrosive. It is as if consumer capitalism has understood its own creative limitations, and how easily distracted we are – thanks in no small part to its own technological innovations – and so only the most idiotic spin on a bankable and familiar product can grab our attention. It is at best unedifying, watching the masters of our economy squeeze every last meagre drop from the assets they own, and reducing the arts to unadulterated marketing. Is this what thousands of years of human storytelling was leading up to?
by Dan Hancox, The Guardian | Read more:
Image: Barbie composite: Guardian Design/Getty Images/Alamy
