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In a recent Saturday afternoon in Los Angeles’ Melrose Avenue, hundreds of “Anora” fans queued up for hours, eagerly awaiting exclusive merchandise inspired by Sean Baker’s latest film. This event was just one example of the booming trend of movie-themed merchandise that has taken the film world by storm in recent years.

Unlock the Magic of Movie Merchandise

Movie Merchandise: A Timeless Phenomenon

Movie-themed merchandise isn't a new concept. Remember the iconic "Vote for Pedro" T-shirt from "Napoleon Dynamite" that seemed to be everywhere in the early 2000s? It shows that the love for movie-related items has been around for a while. In recent times, with the help of viral marketing campaigns by independent film studios, movie-inspired streetwear has seen an explosive rise in popularity among film lovers. The result is a wide range of clothing, often made in collaboration with popular brands, promoted as trendy and in limited supply. T-shirts are by far the most common form of merch, whether it's for Neon's Oscar-winning "Parasite" (2019) or A24's "We Live in Time" with its infamous carousel horse on the front. 2: This trend isn't just about T-shirts. Some films lend themselves to a more thematic marketing approach. For instance, "First Reformed" fans flocked to the sold-out denim hat featured in Paul Schrader's 2017 film about a pastor's descent into despair over the environment. The J. Hannah gold locket inspired by Sofia Coppola's "Priscilla" (2023) is still on the market for ,480, proving that certain movie-themed items hold significant value.

The Catalyst for the Trend's Rise

One of the key factors in the rise of movie merch mania can be traced back to 2018 when the clothing brand Online Ceramics and A24 joined forces. The brand, founded by artists Elijah Funk and Alix Ross, started with the idea of making bootleg T-shirts inspired by the Grateful Dead. Ross recalled two serendipitous moments in the company's history. One was watching Pete Davidson wearing a "Good Time" T-shirt on "The Tonight Show With Jimmy Fallon" in 2018, making him jealous that they didn't make it. The other was realizing, after just seeing the trailer, that Online Ceramics had to make "Hereditary" T-shirts with or without A24's permission. Thanks to a mutual friend, they managed to get in touch with the studio and got A24's stamp of approval. 2: Today, hopeful online shoppers are disappointed as they scroll through dozens of Online Ceramics x A24 items inspired by films like "MaXXXine," "Midsommar," and "Love Lies Bleeding," only to find each one sold out. This shows the high demand and popularity of these movie-themed products.

Why Merchandise Matters

Watching movies, especially after a pandemic and the rise of streaming, has become less of a collective experience in recent years. For many fans, repping their favorite films in public is a way to combat this. "It's so fun knowing that everyone loves the movie so much to go stand in line for multiple hours. I got here three hours before it even opened and there's probably, like, 30 people in front of me," said Sabrina Bratt. Physical keepsakes like movie merchandise are cute and fun, providing a sense of connection to the films. 2: For studios, merchandise is a multifaceted benefit. It's an additional revenue source in a time of slowed production in Hollywood and a way to engage with fans long after the films leave the theater. "People, and particularly younger people, they want to be a part of something. And wearing a shirt for a movie is no different to wearing a shirt for the band that you just went to see. There’s a cachet to it. There’s a value to it. It’s a sign of who I am," said Neon Chief Marketing Officer Christian Parkes.

Getting in on the Action

As the demand for merchandise has grown, studios and brands have been quick to take advantage for both old and new films. Searchlight Pictures recently released a handful of products to commemorate the 20th anniversary of Alexander Payne's "Sideways," including tees, hats, and wine keys. Brain Dead has done a handful of movie collaborations with studios like A24, Focus Features, MUBI, and Jordan Peele's Monkeypaw Productions. Some products are odes to cult classics like "Being John Malkovich" and "The Big Lebowski," while others commemorate newer releases. Within days of announcing a limited-edition, long-sleeve shirt for "The Substance" with a 30-day trial for MUBI, Brain Dead had sold out of the product online. 2: Although Alex Ng bristles at the idea of "hype," arguing it suggests something's popularity isn't sincere, he appreciates the growth in demand for movie merchandise. "I think when we can speak to someone who loves films in that, that’s really cool to me." Ross, too, is ambivalent about how popular merch has become. "I cringe at seeing how many movie companies are trying to rip off what we did," he said. "But at the same time, it’s just kind of like, ‘Damn.’ Like I can’t believe it got to this point."