From Sight and Sound (Spring 1980). -– J.R.
Now that criticism and advertising are becoming harder and harder to separate in American film culture, the notion of any genuinely spontaneous movie cult becomes automatically suspect. It implies something quite counter to the megacinema of Cimino, Coppola and Spielberg — a cinema that can confidently write its own reviews (and reviewers) if it wants to, working with the foreknowledge of a guaranteed media-saturation coverage that will automatically recruit and program most of its audience, and which dictates a central part of its meaning in advance.
For a long time in the U.S. (as elsewhere), certain specialized minority interests that get shoved off the screens by the box-office bullies have been taking refuge in midnight screenings, most of them traditionally held at weekends. But what seems truly unprecedented about the elaborate cult in the U.S. that has developed around Friday and Saturday midnight screenings of The Rocky Horror Picture Show, over the past three and a half years, is the degree to which a film has been appropriated by its youthful audience. Indeed, it might even be possible to argue that this audience, rather than allow itself to be used as an empty vessel to be filled with a filmmaker’s grand mythic meanings, has been learning how to use a film chiefly as a means of communicating with itself.… Read more »