There was a time (well before my time) when people who went
to the movies saw more than one movie. There would be a newsreel, some
cartoons, a short serial movie and then one or two longer movies. The serial
movie was a multi chapter movie in which every chapter ended with the heroine
or hero in a precarious situation. The
films were designed to bring back the audience the following week to see how
the hero or heroine got out deadly trap or got untied before the train ran them
over or stopped themselves from plummeting to their death. It was a clever
marketing device.
And then came television. Initially with limited choice in
terms of programs, producers did not have to work hard to attract viewers week
after week. However, when there were more than two or three television stations
available in any one area, advertisers and program producers started to look
for ways of getting the audience to return for the next week. An obvious and
well tested method was to end each program with a cliff-hanger - some event
that would, at the very least, rouse some curiosity as to what would happen
next. Day time dramas (soap operas) have frequently used this device and almost
all hour long shows especially at the end of their season have some sort of
season finale that is designed to attract viewers back in the fall.
With the advent of such companies as Netflix , Amazon or
Crackle, customers no longer need to patiently wait a week, or perhaps the
summer, for the next hour of their favourite program. They can binge watch an
entire series all at one time. Plots that may have taken thirteen or more weeks
to evolve can be seen in one long viewing session. In a week, one can watch
four or five years of a program. The viewer no longer needs to patiently wait to see how the cast of Gray's Anatomy or the
Walking Dead will resolve the next crisis - they only have to wait about 19
seconds for the next program in the series to start.
I would never suggest that people's inability to wait a week
to find out what will happen next to their favourite character is the root of
all of the world's problems. But there are other signs that our capacity to
wait to get rewarded for anything is decreasing. We expect our news to be instantly
delivered to our phones, we are hurt when people do not respond to our emails immediately
and certainly our bosses expect us to be available at all hours. We live in a
world where gratification of all our needs is expected to be instantaneous. If
it is not - we assume the right to complain about poor service. Educational
programs are designed to feed information in short bursts - with an immediate
reward for the young viewer; computer games are designed to frequently reward
players so that they will continue playing (Seidman, theweek);
even college text books are designed to make the information simple to find. It
feels as if people can no longer be expected to wait or to work for their
rewards.
Binge watching a whole season's worth of Dexter or Breaking Bad is only proof that most
of us have no desire to delay our gratifications - binge watching by itself, is
not the cause. But surely it is a symptom
of what ails society. It might be useful for us to remember that sometimes waiting
to eat the cherry last is in fact, the most rewarding way of eating a sundae.