Neoliberal Film Theory

 

Neoliberal Film Theory: Cinema in the Age of Capital and Consumption

Introduction

Neoliberal Film Theory critiques how modern cinema reflects and reinforces the logic of global capitalism — individualism, consumerism, and market-driven creativity. It investigates how economic structures shape storytelling, production, and spectatorship.

Core Concepts

• Films are cultural commodities, produced and marketed within neoliberal systems.

• Even “artistic” or “independent” films often reflect neoliberal values of self-optimization and branding.

• Cinema becomes a mirror of economic ideology disguised as entertainment.

Key Points

• Individualism over Collectivism: Heroes solve problems personally, rarely through community or solidarity.

• Aesthetic of Success: Stories glorify wealth, ambition, and self-reinvention.

• Global Media Conglomerates: Streaming giants and franchises dominate, standardizing global culture.

Examples

• The Wolf of Wall Street (2013) — depicts greed and excess as both critique and spectacle.

• La La Land (2016) — romanticizes personal ambition over collective struggle.

• Squid Game (2021) — dramatizes capitalist desperation and exploitation within the entertainment economy.