The recently released film “This Is How the World Ends” has garnered attention not only for its engaging narrative but also for its unique distribution method as the first film to be released directly on VHS in two decades. The plot revolves around two siblings reuniting at a party set against the backdrop of the apocalypse, reminiscent of “On the Beach” but with the vibrant atmosphere of Burning Man.
In the early 2000s, approximately 90% of households in the UK owned a VCR, marking the peak of this technology before it was phased out by DVDs, Blu-rays, and ultimately streaming services. Funai Electric, the last manufacturer of VCRs, ceased production in 2016, making a direct-to-video release a challenging endeavor.
Director Robert dos Santos elaborates on this unconventional approach, stating that it serves a purpose. “I love the idea that you need to be part of the club to watch this,” he expressed during a video call from Cannes. “It’s aimed at those with a particular taste. There exists a community that genuinely appreciates our vision.”
Originally a lawyer in South Africa, dos Santos turned to filmmaking after experiencing several traumatic incidents involving armed robbery. “I came to the realization that life is finite, and if I’m going to spend my time on something, it should be something that I am truly passionate about,” he reflected.
Contrary to assumptions about the VHS release indicating a low-quality genre film, “This Is How the World Ends” is a visually stunning independent feature that explores significant themes. The film’s exploration of hedonism in a world facing destruction is deeply linked to dos Santos’s life experiences, with artificial intelligence playing a pivotal role in the narrative’s apocalyptic scenario.
The director believes that the rise of AI in creative fields influenced his decision to adopt this nontraditional distribution method. “It’s a film crafted by humans for humans,” he explained. “I want the audience to engage with something imperfect, as VHS embodies the physicality of experiencing art. To enjoy this film, viewers will need to actively seek out a tape and, for some, even purchase a VCR.”
Dos Santos acknowledges the challenges he has faced in this venture, including sourcing VHS tapes and learning the technical aspects of transferring his film onto this outdated format. Despite the difficulties, there is a niche audience for this approach. The subreddit r/VHS boasts 73,000 members, showcasing a community that celebrates vintage formats, while companies like Witter Entertainment produce specialized VHS editions of contemporary films.
Nostalgia for VHS is a significant factor in this revival. Dos Santos reminisced about the excitement of visiting video stores and the joy of discovering unexpected films. As major streaming platforms increasingly control access to cinematic archives, owning a physical copy of a beloved film becomes even more meaningful.
“Perhaps we shouldn’t digitize everything,” dos Santos mused. “I’m a huge fan of vinyl records, as they require a commitment to listen to an entire album. The intentionality behind music is something I hope to replicate with VHS. While it may have a small audience, I want to encourage people to re-engage with art in a more hands-on manner.”
While I did not view “This Is How the World Ends” on VHS due to logistical issues and my own uncertainties about my television’s compatibility with such an outdated format, I opted for an online screener. I appreciated the humor in the password provided for access, which read “stuartpleasebuyavcr.” The film itself is visually captivating, with the cinematography beautifully capturing the desert landscapes in high definition.
However, those who choose to watch the film in its intended VHS format may miss the intricate details of the visuals. I inquired if this discrepancy was concerning for him. “There will certainly be image loss and cropping, and while I cherish the visuals we created, it’s a compromise,” dos Santos acknowledged. “Compromise is an inherent part of life. Some filmmakers might dismiss VHS, but it reflects the realities of human existence and the limitations we all encounter.”
Ultimately, “This Is How the World Ends” aims to transcend traditional viewing experiences through its innovative release strategy, inviting audiences to engage with art in a more tangible and involved manner.
