For some time now, the movie industry has been desperate to locate the next big technological surge, the one leap forward that will bring in audiences like it was the good old days. For a while it looked like this would be 3D, but the resurgence soon fizzled out. Other advances, like Cineworld’s Screen X and 4DX, are hampered by the dual facts that they cost too much money and make it impossible to snooze through the boring bits.
So congratulations to Netflix, whose tireless research and development department has finally landed on the Big New Thing. The thing that will singlehandedly fling the medium decades into the future. You want it. You need it. That’s right: the future of cinema is a billboard that can convincingly secrete bodily fluids.
