When did Cinemas lose our trust?

I loved what Tilda Swinton said this week. According to Swinton, “going to the cinema now is all about guarantees. Did it get good reviews? How is it doing at the box office? Will I get comfortable seats, and be able to buy toxic-waste sweets?” Whereas what you want is more like “going to a restaurant that you trust and saying, ‘Feed me’.”

When did cinemas lose our trust? Now before we go, we read reviews and advertising,
and already know that the film is likely to meet our needs. As a child you would go to the pictures, and it was unknown and exciting.

People want to go to the cinama out of trust, be surprised and delighted. Not because they already know the films. Swinton adds you want to be taken and told, ‘You are going to love this’.
This is one reason why film Festivals are growing so much, and cinemas remain flat with their tried and tested paint by numbers formulae.