On April 10, 2025, Kodak uploaded to its YouTube channel a video entitled "Aspect Ratios with Sinners Director Ryan Coogler". In this video, writer/director Ryan Coogler took viewers through the various film formats audiences could experience Sinners in at their local theater. There were IMAX showings (including those amazing IMAX 70mm versions), 4DX, ScreenX, Dolby Cinema, and, the default for most theaters, traditional DCP (Digital Cinema Package) showings. Coogler exudes persistent enthusiasm, knowledge, and excitement through every second of the video. It's impossible to not get wrapped up in his passion for all the formats Sinners was projected in.
Yesterday, Amazon MGM Studios uploaded a YouTube video tied to the impending March 2026 release Project Hail Mary entitled "Theater Tour With Phil Lord And Christopher Miller". Here, Hail Mary directors Lord and Miller stroll through various movie theater auditoriums and let viewers know how they can witness this Ryan Gosling sci-fi blockbuster on the big screen. It's not as good as Coogler's Kodak video (how could it be?), but it's still delightfully endearing and full of neat behind-the-scenes information.
I'm not normally one to advocate for incessant copies, but allow me to make an exception here. Please let these kinds of videos become staples of movie marketing. Please let directors talk about the joy of movie theaters and projection formats.
For starters, there's something so refreshing about seeing online movie marketing that's actually about cinema and the theatrical experience. For the last decade, the Jimmy Fallon-ification of news/interview media has led to director having to work as trained clowns to get the word out about their movies. In 2022, Shazam! director David F. Sandberg remarked in a YouTube video that he didn't mind doing "fun" interviews involving movie trivia questions...but he did resent being asked to "put on this funny hat" and do some dance that's temporarily popular on TikTok. Such stunts don't work to the strengths of the filmmakers nor do they actually help get the word out on new theatrical films.
These videos, though, accomplish so much in a short burst of time. They let filmmakers revel in knowledge and material they're passionate about. They emphasize the big screen domiciles where movies work best. Plus, features like Sinners and Project Hail Mary are front-and-center at all times. Marketers aren't contorting a film that's been in the works for years to suddenly exploit a viral trend that popped up five days ago. Instead, these featurettes remind viewers of all the hard work and specific detail that goes into making theatrical films so special. It's a win-win on so many fronts.
It's also sublime that these featurettes have emphasized the working-class souls and community of artists required to make any motion picture possible. In the Sinners video, Coogler repeatedly emphasizes how "we" made specific bold visual ideas regarding the film's imagery. That's a lovely way of acknowledging how much individuals like cinematographer Autumn Durald Arkapaw contributed to Sinners. Meanwhile, the Lord and Miller video introduces viewers to Irving Barrios, Print Services Post Production Manager for IMAX. Watching these clips doesn't just expand your knowledge about how many "perfs" are in an IMAX frame. They also let people appreciate the villages required to bring any feature to life.
The Lord and Miller featurette, meanwhile, has the specific joy of seeing these directors interact with everyday Cinemark and IMAX auditoriums. They aren't just experiencing Project Hail Mary sequences on isolated soundstages. They're out in the actual multiplexes where this Andy Weir novel adaptation will be play in a month's time. Two cinema architects playing around in the domains where their works thrive (including some brief horsing around with Project Hail Mary standee) is so wholesome. Plus, it's cool to see the endless variety in what movie theater auditoriums can look like. No two movies are the same. Two different places to experience motion pictures have a similar variety.
My personal favorite thing about both of these featurettes, though, is their personal qualities. Rather than feeling like artificial sales pitches masquerading as paeans to cinema, there's an emotional specificity to the anecdotes shared by each director. Coogler's Kodak video, for instance, features the director openly talking about how important movie theaters were to him as a youngster. “The reason I fell in love with theaters is because …my parents was working class, you know, Oakland,” Coogler recalls. “It was the most affordable way for us to go out and have a good time, have an experience. I still believe in that, that communal experience.”
Meanwhile, Lord and Miller end their movie theater voyages with a trip to the New Beverly Cinema. This Los Angeles landmark is one both directors recall as their go-to theater in their younger years and a place where their knowledge of film expanded drastically. The enthusiastic joy they feel in this space is palpable, ditto the gratitude for how much the New Beverly bolstered their artistic horizons. In both of these featurettes, filmmakers wear their appreciation and enthusiasm for the theatrical experience on their sleeves. Those irony-free emotions are superb to experience.
In the modern world, particularly among the bourgeoisie, apathy is glorified. Celebrities like Reese Witherspoon, for instance, shrug off the idea of challenging horrors like generative A.I. and simply say "the change is here." Who cares about a better future not run by Gen A.I.? It's so much easier to shrug off complaints and embrace the status quo. Drape yourself in nihilistic memes and worldviews. Ignore communal spaces. Stay at home! Stream stand-up comedy specials and TV shows demonizing marginalized people! Make sure your Ring camera is on so you can spy on anybody who looks different from you! Succumb to the Silicon Valley-induced dystopia; it's so much easier than resisting.
Engaging in artistic spaces like movie theaters is a small way to challenge these norms. As Lord mentions at the end of his Project Hail Mary featurette, watching movies theatrically is a vivid reminder that "we all laugh at the same things, we all cry at the same things." More binds us than separates us. Outstanding works like Sinners and (to mention just one of its many masterful idiosyncrasies) its trailblazing approach to aspect ratios, meanwhile, can help plant positive seeds in one's head. If Coogler and company can challenge how movie aspect ratios operate...what else is possible? What other changes can we instill in this world?
Above all else, these featurettes emphasize the humanity going into movies and all actual art. While companies like Meta and OpenAI scramble over themselves to erase working-class people, Coogler and Lord & Miller celebrate how humanity informs their artistic endeavors. Whether it's formative movie theater memories shaping their enthusiasm for the theatrical experience or emphasis on the communities of artists bringing motion pictures to life, these featurettes are a welcome balm in the Gen A.I. age.
So please, Hollywood, keep on cranking these featurettes out. I want to especially see Steven Spielberg talk about movie theaters and projection minutiae when Disclosure Day's release approaches. Perhaps Boots Riley could talk about his formative theatrical experiences to get I Love Boosters on more people's radar? Next time Nia DaCosta or Karyn Kusama have a movie coming out, I want to hear all of their thoughts on theatrical cinema. You can never have enough of people talking about the glories of motion pictures and movie theaters. Just ask Ryan Coogler and Phil Lord & Chris Miller.









