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In the ecosystem of popular media, novelty is the bait, but nostalgia is the hook.

We tend to think of entertainment as an escape to somewhere new . But the data suggests we are actually looking for somewhere safe . Vixen.16.08.17.Kylie.Page.Behind.Her.Back.XXX.1...

However, the smartest content creators are currently playing a different game. They are weaponizing this nostalgia to sneak in complexity. Barbie was a treatise on existentialism wrapped in pink plastic. The Last of Us used zombie tropes to discuss the fragility of love and parenthood. Succession used filthy rich people screaming at each other to explain the rot of American capitalism. In the ecosystem of popular media, novelty is

The future of entertainment isn't a choice between "high art" and "low art." It is the mashing of the two. It is the comfort food that hides your daily vitamins. However, the smartest content creators are currently playing

Look at the top of any streaming chart on a given Monday morning. You will likely see a pattern: a reboot of a 90s sitcom, a superhero sequel, a true-crime docuseries using the same ominous font as the last three you binged, or a fantasy adaptation of a book series you read a decade ago.

The Infinite Scroll: Why We Keep Coming Back to the Familiar