Entertainment
We Could Save Movie Theaters If Studios Just Did One Simple Thing
By Robert Scucci
| Updated
I’m probably dating myself here, but does anybody else remember when a three-hour movie coming out felt like a cultural event? James Cameron’s Titanic was so long, 3 hours and 14 minutes to be precise, that it was sold for home viewing on double VHS sets. It was a cultural phenomenon, costing $200 million to produce and earning over $2.2 billion at the box office. But it was also the exception, not the rule, when it came to cost and scale of storytelling.
These days, ever since the MCU and DCEU became the cultural juggernauts that they are, movies have gotten longer and exponentially more expensive, which makes me wonder why studios stopped putting out 90-minute movies with budgets at or around $50 million. When you look at the box office returns for so many doomed projects, they tend to have two things in common: they’re too long, and they cost too much to make.
Don’t believe me? I brought receipts.
Make Them Cheaper And Shorter!
While I’m not totally averse to long movies, I’ve always been a strong advocate for the 90-minute runtime. It’s a simple three-act structure that lets filmmakers tell a complete story. They’re also cheaper to make, and you can have more movies in rotation at your local theater on any given day. A three-hour movie occupying multiple screens cuts into revenue potential because we’re putting all of our eggs in one basket.
2024’s The Flash cost $220 million to make and runs 144 minutes. It earned $271.4 million at the box office. That might seem like it at least broke even and secured a small profit, but it didn’t. Factor in marketing and distribution, and it’s a box office failure.
2025’s Weapons cost $38 million to produce, with a runtime of 128 minutes. Still a little long for my taste, but it earned $270 million, almost exactly the same as The Flash, for a fraction of the cost. That’s a financial success.
Of course, there are other variables at play. Superhero fatigue had fully set in by 2024, while a strong horror flick from a rising filmmaker is usually a reliable moneymaker. But the core takeaway still stands. The longer, more expensive movie performed worse than the shorter, cheaper one.
2024’s Joker: Folie a Deux cost $200 million and runs 138 minutes. It earned $208 million, barely recouping its production budget. That’s a failure. Compare that to 2019’s Joker, which cost just $70 million, runs just over two hours, and earned over a billion dollars. The pattern is hard to ignore.
Let’s push it further. 2025’s Anaconda runs 99 minutes, cost $45 million, and brought in $135 million at the box office, earning three times its production budget. If you need more proof, just look up the financials for any movie to come out over the past decade, and tell me what you see.
The John Wick Method Works For Scaling An IP
I’m going to lay out something I’m calling “The John Wick Method,” because it perfectly illustrates the point. I’m not against long films. I’m not against expensive films. But films that are both long and expensive need to earn their keep. Superhero movies learned this the hard way when Marvel and DC kept cranking out epics nobody asked for, forcing them to course correct, reconsider their release schedule, and how much money they’re dumping into projects that don’t necessarily guarantee a return on their investment.
The John Wick franchise, on the other hand, started small and scaled up. The first film topped out at $30 million and earned $86 million. It runs 101 minutes. The concept was proven, audiences wanted more, and the sequel followed with a $40 million budget, a 122-minute runtime, and $174 million in box office receipts. Chapter 3 runs nine minutes longer than Chapter 2, cost $75 million, and earned $327 million, and so on. People wanted John Wick to be bigger and badder, that’s exactly what they got, and the numbers prove that this is the way to properly scale towards a film like Chapter 4, which is nearly three hours long, but doesn’t feel like a total slog to get through. It’s exactly why it earned $447 million against its $100 million budget.
You know what didn’t perform well? 2023’s Napoleon, which had a $200 million budget, barely broke even at $222 million, and comes with a 205-minute director’s cut that hit streaming because the 157-minute version apparently wasn’t punishing enough. Think about how many Anaconda and Weapons-type films we could have cycled through theaters if Ridley Scott didn’t have such a hard-on for historical epics.
This isn’t an indictment of long, expensive movies. But when 2000’s Gladiator was released, it felt like an event, not standard practice. We wanted to see what $103 million looked like on the big screen. And because it was a great movie that fully justified its 155-minute runtime, it felt like a special occasion. That’s why it earned nearly half a billion dollars. It was spectacular, and people wanted to see it again.
We Want Movies, Not Events
When every single film is treated like an event, audiences have to be selective. The last time I went to a regular, non drive-in theater, four tickets, a large popcorn, and a large soda cost me $100. If it’s also going to cost me three hours of my time for a movie that isn’t even good enough to recoup its budget, then why aren’t studios cranking out shorter, cheaper films?
We’ve reached the point where it’s obvious you don’t need hundreds of millions of dollars to make something worth watching. And nobody wants to burn an entire afternoon or evening on something that’s just “meh.” It will deter them from making a night at the movies a regular family outing, especially when you consider how much it costs to go to the movies these days.
The John Wick franchise did it right. It proved demand with a tight runtime, and a relatively inexpensive concept, then scaled up once it was proven that audiences were invested. Unless studios can consistently capture lightning in a bottle like that, it’s time to cut runtimes, cut budgets, and make movies people actually want to sit through instead of self-indulgent endurance tests. Do that, and you’ll see more asses in seats. Suddenly, 10 screens can show 10 different movies. Suddenly, people care about going to the theater again.
Entertainment
Tons of Fitbits are on sale ahead of Prime Day
Best early Prime Day Fitbit deals at a glance:
Amazon’s Prime Day sales event is right around the corner (I can’t believe it’s that time of year again!), and I’m genuinely shocked by the deals we’re seeing this early in the game.
Usually, Amazon doesn’t put Fitbits on sale until the very last minute, and then they’re gone. (And some years, they don’t go on sale at all.) But right now, we’re seeing all-time lows on select Fitbit models, including the Charge 6.
Here are the best early Prime Day Fitbit deals you can shop right now:
Best deal overall
$99.95
at Amazon
$159.95
Save $60.00
Why we like it
The Fitbit Charge 6 isn’t the newest Fitbit on the market, but it still has (almost) everything you’d need in a smart wearable. (I say almost because the Fitbit Charge 6 doesn’t have an altimeter, but if you’re not a trail runner, this probably isn’t a deal breaker.)
The Charge 6 tracks your calories, steps, sleep, heart rate, and more. It also has built-in GPS, 40+ exercise modes, a seven-day battery life, and includes a three-month Google Health Premium (formerly Fitbit Premium) membership. Once the three months are up, you’ll need to either cancel or renew for $9.99 per month or $99.99 annually.
Mashable Trend Report
Right now, you can get the Fitbit Charge 6 for $99.95 at Amazon. This is the lowest price we’ve tracked on this model since its release in 2023.
Best runner-up deal
Why we like it
If you’re willing to spend a little bit more, the Fitbit Versa 4 is on sale for $149.95. This isn’t the lowest price we’ve seen (it was $104.96 in April 2024), but it’s still a pretty good deal.
Unlike the Charge 6, the Versa 4 has an altimeter and Bluetooth wrist calling. So, if you’re looking for a wearable that acts more like a smartwatch, the Versa 4 might be the better buy. That said, it doesn’t have the more “serious” health sensor that the Charge 6 does (e.g., ECG and EDA).
The Versa 4 also comes with three months of Google Health Premium.
Best budget deal
$79.95
at Walmart
$89.95
Save $10
Why we like it
If you’re just looking for something that’s affordable and efficient, the Fitbit Inspire 3 is your best option at $79.95.
It’s a no-frills fitness tracker that’ll give you the basic features you need to stay on top of your health. It can track your heart rate, steps, and stress levels. (It also offers menstrual health tracking, which is nice.)
You’ll also get 10 full days of battery life and, like the other models mentioned above, three free months of Google Health Premium.
Entertainment
20+ book deals Im sending to the group chat before Prime Day even begins
Table of Contents
The best early Prime Day book deals at a glance:
It’s nearly Amazon Prime Day, which officially runs from June 23 through 26, but if you don’t feel like waiting, there’s already plenty of live deals to shop.
Besides offering three free months of both Kindle Unlimited and Audible to new subscribers, Amazon also has some pretty great discounts on books themselves. I’m not usually one to recommend purchasing physical books via Amazon (support local book stores!), but it’s pretty hard to pass up a 50% price drop on a book you’ve had on your TBR.
Amazon Editors just dropped the 20 best books of 2026 (so far) — find out what made the list
I’m tracking some of the best deals on physical books and e-books at Amazon ahead of the official Prime Day kick off, but remember to check back for more once things start ramping up.
Best early Prime Day hardcover book deal
$14.67
at Amazon
$30
Save $15.33
with on-page coupon
Why we like it
Named one of the best books of 2026 so far by Amazon Book Editors, Crux is an “exhilarating, tender novel about an unlikely friendship forged through a shared love of rock climbing,” according to Amazon Editor Abby Abell. Thanks to an on-page coupon at Amazon, you can add the hardcover version to your home library for less than half its usual cost.
More hardcover book deals
Best early Prime Day paperback book deal
$7.50
at Amazon
$19.95
Save $12.45
Why we like it
A classic trope of two abducted girls, only one returns and one doesn’t, The Girl Who Was Taken is a psychological thriller by Charlie Donlea where nothing is as it seems. Typically around $20, you can pick up the paperback version for only $7.50 at Amazon ahead of Prime Day. That’s just a few cents away from its lowest price ever.
Mashable Deals
More paperback book deals
Best early Prime Day Kindle book deal
$2.99
at Amazon
$18.99
Save $16.00
Why we like it
I highly recommend grabbing this twisty psychological thriller from internationally best-selling author Steve Cavanagh while the Kindle version is only $2.99. Kill For Me Kill For You follows two women seeking revenge against the men who killed their daughters. Over drinks one night, they decide to swap murders, but things don’t go exactly as planned.
More Kindle book deals
Entertainment
Red Drink for Juneteenth
Amber Mayfield Hewett loves a good party. Not “good” in the sense that there were enough chairs and everyone liked the dip (though a killer dip and a place to sit definitely don’t hurt). To Amber, a good party is one where everyone in the room feels like they belong — no one feels like a plus-one or wonders if they should’ve stayed home. “In my early twenties, I was living in Harlem and working as an assistant at a TV network,” she explains in her new book, Your Turn to Host. “I loved going out, exploring the restaurant scene and private clubs… But something always felt missing. Even though I was surrounded by people all the time, I felt lonely.”
So, Amber started her own supper club, hosting dinners as a way to create community. “The first dinner was 24 people — roommates, co-workers, people I’d met out in the city,” she says. “Everyone walked in as strangers, but as the night went on, they were laughing and swapping stories like old friends.” Her supper club has since grown into a full-time career, and as of this week, a book — a guide to hosting meaningful gatherings of all kinds: Friendsgiving potlucks, Sunday suppers, and of course, cookouts.
“At the core, cookouts are a way for your village to come together,” Amber explains. “I keep an open-door policy for kids and friends of friends. And to me, cookouts are synonymous with freedom because of the holidays typically celebrated with them, including Juneteenth.” In her book, Amber offers a full guide for a Juneteenth cookout — everything from grilling tips to lawn games, as well as her own recipe for traditional Red Drink. “On Juneteenth, it’s customary to serve red foods and beverages,” she says. “Red is a symbol of the profound sacrifice and resilience of African American people.” Amber’s recipe starts with a classic sorrel-syrup base (“You can use the same technique to make other syrups, like lavender or elderflower”) and is spiked with a cup of rum. “You can easily omit the booze if you prefer a non-alcoholic version,” she adds. “The drink is delicious and refreshing on its own.” Here’s how to make it…
Red Drink
Serves 15
From Your Turn to Host by Amber Mayfield Hewett
Sorrel Syrup:
4 cups (1 L) water
1 1/2 cups (300 g) sugar
1 cup (1 1/2 oz/40 g) cut and sifted dried hibiscus flowers
2 cinnamon sticks
Punch:
2 (2 L) bottles club soda
1 cup (240 ml) dark rum
Juice of 2 large lemons
Ice cubes
4 lemons, sliced into wheels and seeded, for garnish
Make the syrup: In a medium pot, combine the water and sugar. Bring to a boil over a medium-high heat, stirring until the sugar has dissolved. Add the hibiscus flowers and cinnamon sticks, and stir until the flowers start to soften. Reduce the heat to medium to maintain a gentle boil. Cook, stirring occasionally, until the syrup is deep red in color and infused with a floral flavor (about 20 minutes). Remove from the heat and let stand for 5 minutes.
Strain the mixture through a fine-mesh sieve into a bowl, pressing on the solids to extract all the liquid; discard the solids. Let the syrup cool completely before using or storing (about 30 minutes). The sorrel syrup can be stored in an airtight container in the refrigerator for up to a week.
Make the punch: In a large punch bowl, stir together the club soda, 1 cup (240 ml) of the sorrel syrup, rum, and lemon juice to combine. (Amber notes: “If you’re skipping the rum, and want a little more flavor, you can add a splash of lemonade or a berry-flavored sparkling water.”) Serve with ice and garnish with lemon wheels.
Big thanks to Amber for sharing this recipe with us! You can find TONS of party recipes and hosting tips in her book and newsletter.
P.S. Five easy party foods, and a monochromatic fruit salad.
(Top photo by Xiana Gutierrez. Excerpted from Your Turn to Host by Amber Mayfield Hewett, published by Artisan Books. Copyright © 2026.)
NYCFC announce departure of D Strahinja Tanasijevic
LeBron James on GOAT debate: 'Not taking nobody over me'
