Ryan Gosling and Ryan Reynolds are involved with some of the most anticipated movies of 2024, but they have unknowingly made the worst thing about going to movie theaters even worse. Following his Barbie success in 2023, Ryan Gosling continues to reign supreme with his recent critical hit, The Fall Guy, and will likely maintain his streak with the upcoming sci-fi movie Project Hail Mary. Ryan Reynold, too, has been on a roll. Although his most recent film, IF, failed to leave its mark, the actor is the lead in Deadpool & Wolverine, which has the potential to become the year’s biggest film.
Even when off-screen, the two actors’ popularity continues to grow from strength to strength because of their obvious charisma and widespread appeal. However, Gosling and Reynolds have unintentionally made one common theater problem even worse. From the looks of it, the two actors were attempting to solve the issue and, in turn, hoping that it would slightly improve movie box office numbers. Unfortunately, the root cause of the problem persists.
Ryan Gosling & Ryan Reynolds Both Have New Movie PSAs About Using Phones In Theaters
The PSAs Grab One’s Attention But Are They Really Making A Difference
Before The Fall Guy, Ryan Gosling and director David Leitch appear in a public service announcement, advising audiences to not use their phones in theaters while watching movies as it can disturb others. After Gosling and Leitch, Ryan Reynolds and Hugh Jackman created their own PSA in which the two appear as their respective MCU characters, Deadpool and Wolverine, and hilariously warn viewers to stay away from their phones to avoid ruining the viewing experience of others. However, as well-intended as these PSAs may seem, it is hard not to notice how they could be counter-productive.
Ryan Gosling & Ryan Reynolds’ Movie Theater Phone Videos Don’t Fix The Problem
The PSAs Seem To Be Missing The Point
Leitch and Gosling joke about people using their phones in theaters in their PSA and ask viewers to dim the brightness on their phones or hide them in their jackets. While it is understandable that they are trying to send out a good message without hurting viewers’ sentiments, dimming one’s phone’s brightness or hiding it in one’s jacket just does not solve the problem. In more ways than one, it can still spoil the theatrical experience of those around them using their phones. Instead of giving ineffective alternatives, the PSAs should focus more on reinstating the basic theater etiquette of not using the phone at all.
In case a viewer urgently wants to check their phone, they can simply step outside without disturbing others. Ryan Reynolds and Hugh Jackman’s PSA is more aggressive and effectively snags one’s attention. However, it only demands viewers to put their phones on silent mode when sound is only a part of the bigger problem. While it fixes the issue of audible disruptions from phone ringtones, it neglects the equally significant problem of visual disturbances from screen lights.
The fact that the Wolverine and Deadpool ‘s public service announcement only asks audiences to switch their phones to silent mode underscores how phone usage is not being discouraged inside theaters.
When a viewer is completely immersed in a movie inside a dark theater, a glowing phone screen can instantly pull them out of the experience. The fact that Deadpool & Wolverine‘s public service announcement only asks audiences to switch their phones to silent mode underscores how phone usage is not being discouraged inside theaters. One can appreciate how big names like Ryan Reynolds, Ryan Gosling, Hugh Jackman, and David Leitch are stepping forward to address this prevalent issue. However, the messaging about promoting a phone-free experience in theaters needs to be more explicit.
The Theatrical Experience Is One Reason The Box Office Is Struggling
Reinstating Theatrical Etiquette Can Improve Box Office Numbers
The box office numbers of even tent pole movies like Furiosa and The Fall Guy have been grossly underwhelming. While many factors have contributed to this decline in film profitability, one of the most significant factors has been the declining quality of the theatrical experience. More than ever, viewers are complaining about their terrible theatrical experiences and inability to focus on movies because of constant distractions. Many are even stepping back from watching movies in theaters because streaming services allow them to watch anything and everything distraction free.
Furiosa ‘s box office earnings ($32 million) in the United States over the Memorial Day weekend were way below the expected figure ($40 million).
Since the cost of streaming is also significantly lower compared to theaters, and most new releases land on streaming sites soon after their theatrical run ends, many viewers rarely feel the need to visit the big screens. Although encouraging viewers to stay away from their phones will not suddenly boost box office numbers, it could solve one major aspect of the overarching problem. Hopefully, future PSAs involving big stars like Ryan Gosling & Ryan Reynolds will emphasize the importance of maintaining a distraction-free environment in theaters.
