I keep reading articles posted by people in the film industry pleading with people to keep going to cinemas when the lockdown is over. Now I love going to the cinema and think it’s a great experience. Yet, there is a part of me that thinks all of this desperation is a bit misguided. It’s okay for people who work in the media or in the film industry to say all this but it perhaps also shows a misunderstanding of how “normal” people live. The truth is, it’s not always easy or possible for people to go to the cinema these days. And, if they do, the cost of taking a family might not be plausible for people. It’s also evidence of the cultural elitism that exists in London regarding the rest of the world. But that’s something that deserves a whole post to itself. As much as I don’t want cinemas to shut down, it’s definitely time that we start thinking about the future of cinema. So, when the Covid-19 forced Universal to release their new films online, I was kind of excited. Until I saw the price. £15.99 to rent Emma.? It’s clear that streaming new releases is the future but it can’t work at that price. Yes, they need to make their money back but that’s the price of a BluRay but for a rental. It’s insane and will most likely put plenty of people off. Especially during a time when so many people are worried about money. It seems particularly tone-deaf. But this is Hollywood. When have they ever given a shit about the people watching their films?