American culture


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Rise of the home video market

The 1980s and 1990s saw another significant development. The full acceptance of video by studios opened a vast new business to exploit which allowed many acclaimed films which performed poorly in their theatrical to find success in the video market such as The Secret of NIMH and The Shawshank Redemption.

It also saw the first generation of film makers with access to video tapes emerge. Directors such as Tarantino and P.T. Anderson had been able to view thousands of films and produced films with vast numbers of references and connections to previous works. This, along with the explosion of independent film and ever-decreasing costs for filmmaking, changed the landscape of American movie-making once again, and led a renaissance of filmmaking among Hollywood's lower and middle-classes—those without access to studio megabucks.

The rise of the DVD in the 21st century has quickly become even more profitable to studios and has led to an explosion of packaging extra scenes, extended versions, and commentary tracks with the films.