Do audiences want the ‘80s – or just movies that look like the ‘80s?

By Alex Wiggan

If I was to ask you what time period has been hot over the past couple of decades, particular in film and television, what would you answer? Not quite sure?

OK, let me ask another question. What connects Stranger Things, It, Joker, Air, The Black Phone, The Summer of ‘84, and The Goldbergs? Answer: They are movies and television shows which are set in the 1980s and lean heavily into ‘80s nostalgia.

And they are just a handful of shows and movies which have popped up in recent times that play into the aesthetic and iconography of the decade. There are plenty of other examples, including the recent Michael Jackson bio-pic, Michael, which devoted a chunk of its story to the 1980s, and even recreated the legendary music video for Thriller.

So, the ‘80s is hot. But are film audiences and TV viewers interested in things that came from the 1980s or are we actually just interested in seeing the decade recreated on screen?

I ask this question because of the recent struggles that Masters of the Universe has experienced at the box office. This is a movie about an iconic toy line that was huge in the 1980s, yet for some reason does not appear to be attracting the same interest levels as the other shows and movies mentioned above. It certainly doesn’t appear to be connecting with the younger age demographic.

And it’s an odd situation. Those who have watched Masters of the Universe at the cinema have been very positive and/or impressed with the film, so it’s certainly bringing the entertainment factor, meaning it should have a wider appeal.

You only need to look at the Rotten Tomatoes score (87%) to see it is clearly connecting with some audiences. There are also plenty of accounts of people who are watching the film multiple times, and this is because they have enjoyed it that much.

The problem the film seems to be having is that it is struggling to attract people in the first place. Which again is odd, because it’s a big budget fantasy film about an ‘80s IP, and as noted above, people love the ‘80s, right?!?

So, could some of the disconnect be related to the fact Masters of the Universe isn’t set in the 1980s? Is this making a difference in terms of its appeal, its attraction to younger audiences, and/or its marketability?

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If we take a step back, and just look at the nuts and bolts of Masters of the Universe for a moment there is a lot of ‘80s going on in the film. First and foremost there is a muscle-bound hero at the centre of the tale. The ‘80s was big on muscle men – just ask Arnold Schwarzenegger or Sylvester Stallone – so Masters of the Universe is definitely walking a similar line.

Secondly, there’s plenty of fantasy in Masters of the Universe. Fantasy is something else that was big in the 1980s. From Highlander, Krull, and Willow, to Clash of the Titans, Legend, and Labyrinth, fantasy was everywhere during the decade.

Next up, we have a rousing rock soundtrack. You know, like the sort of rousing rock soundtracks we had in the ‘80s. Think guitars, epic tunes, and plenty of drama.

And if 2026’s Masters of the Universe has a screen cousin then surely it is Flash Gordon. The same Flash Gordon that was released in 1980 and features Queen on the soundtrack. And that would be the same Queen which includes Brian May, who also worked on Masters of the Universe.

The point I’m getting at is that Masters of the Universe is very ‘80s. It doesn’t look ‘80s, but it contains many of the same elements which existed in ‘80s films and TV shows, they just aren’t necessarily obvious to those who didn’t live through the decade.

So, my question is: If Masters of the Universe had made its ‘80s connection more obvious, perhaps with Prince Adam growing up on Earth during 1985, would that have made a difference? Would younger audiences, who love the ‘80s aesthetic of Stranger Things, have been keen to check this film out if Nicholas Galitzine was decked out in a ‘Frankie Says Relax’ T-shirt, while walking around with a Sony Walkman strapped to his waist?

Could it be that audiences – perhaps more specifically, younger audiences – want the look and feel of the ‘80s, more than the actual ‘80s themselves? Do Stranger Things and The Black Phone have stronger appeal because they recreate a version of the ‘80s rather than featuring themes or characters from the ‘80s?

And if so, does this mean Hollywood needs to adapt accordingly? Instead of simply rolling out more ‘80s IPs, would the film industry be better off setting more movies in the 1980s?

It’s certainly something to consider. And it may explain the hurdles that Masters of the Universe has faced.

Maybe the next GI Joe movie will do better if Cobra Commander is wearing leggings and listening to Huey Lewis and the News. Or maybe if Destro works in a video rental store.