Breaking Through the Noise: How Sinners Became a Cultural Phenomenon in the Digital Age
New platforms like Threads and TikTok are driving discussion.
Cinema isn’t just gigabytes and pixels. It’s tangible. It’s real. It’s culture.
Sinners is proof. The word of mouth around the film has turned it into a cultural phenomenon, and much of that conversation is happening on newer platforms like Threads and TikTok.
Actors like Michael B. Jordan are jumping into these conversations, replying to fans, and sharing insights about new IMAX showings. He’s one of the only celebrities using Threads like this, and it’s brilliant. It’s literally Michael B. Jordan in your comments, laughing with you or adding to the hype.
IMAX has been a major revenue driver for Sinners, and that’s no accident.
The film was crafted for that format, and Ryan Coogler has gone above and beyond to educate audiences on how the film was made and why it’s best experienced in IMAX.
The IMAX partnership that lets fans take home a physical clip of the film is a beautiful touch. In a world increasingly consumed by digital, it’s a reminder that film still lives and breathes in the physical world too.
What’s even more impressive is that this movement has largely been audience-driven.
While legacy platforms like Instagram are losing their appeal with frustrating algorithms, unclear rules, and inconsistent reach, newer platforms like Threads and TikTok are amplifying conversations. Also, people are tired of the old ways of legacy media companies, like Variety, which tried to cancel the film. One read of the room, and they should have known their backhanded compliment was going to go badly. They can’t keep up.
Sinners is cutting through all that noise. People are excited.
And when something is real, you feel it. This film is proof that when you let a director and cast cook, they can deliver something game-changing for the ages, steeped with meaning and symbolism that people want to understand, relate to, and unpack. Studios — this is how you make a film. Stop meddling.
