The History of Cinema: The 2010s

Streaming, Franchises, and a New Era of Representation

The 2010s were a decade of extraordinary upheaval and innovation for the film industries of the United States and United Kingdom. At Anthony Hamilton Productions, we see this era as a testament to the power of adaptation, inclusivity, and creative ambition. The changes of the 2010s, driven by technology, cultural movements, and new business models, continue to shape our vision for the future of cinema.

The Streaming Revolution: Netflix, Amazon, and a New Viewing Paradigm

The most transformative development of the 2010s was the mainstreaming of streaming as the primary mode of film distribution and consumption. Netflix, which began as a DVD rental service, became a global powerhouse after launching its streaming platform and expanding internationally. By the mid-2010s, Netflix was producing original films and series, challenging the traditional dominance of theatrical exhibition and broadcast television.

Amazon Prime Video, Hulu, Disney+, and Apple TV+ soon entered the market, intensifying competition and driving up investment in original content. These platforms offered vast libraries of films and series on demand, accessible on a wide range of devices, and often released new films simultaneously worldwide. The convenience, affordability, and personalisation of streaming fundamentally changed audience expectations and behaviours, leading to a decline in traditional cinema attendance, especially among younger viewers.

For filmmakers, streaming platforms provided both opportunity and challenge. They offered unprecedented creative freedom, global reach, and the ability to bypass traditional gatekeepers. However, the economics of streaming, based on subscription and licensing rather than box office receipts, raised questions about revenue sharing, data transparency, and the long-term sustainability of independent and mid-budget filmmaking.

British cinema adapted by partnering with platforms like Netflix and Amazon to finance and distribute films and series. Productions such as ‘The Crown’, ‘Sex Education’, and ‘The Irishman’ (a US-UK co-production) demonstrated the global appeal of British storytelling and talent, while also highlighting the convergence of film and high-end television.

Franchise Supremacy: The Marvel Cinematic Universe and Beyond

The 2010s were dominated by the rise of the franchise film, with the Marvel Cinematic Universe (MCU) setting new standards for interconnected storytelling, cross-media branding, and global box office success. Beginning with ‘Iron Man’ (2008) and culminating in ‘Avengers: Endgame’ (2019), the MCU released over 20 films, grossing billions worldwide and reshaping Hollywood’s business model. The MCU’s success inspired other studios to develop their own cinematic universes, including DC’s Extended Universe, the ‘Star Wars’ sequels and spin-offs, and the ‘Fast & Furious’ saga.

Franchise filmmaking became increasingly reliant on global markets, with studios tailoring content, casting, and marketing to appeal to audiences in China, India, and other emerging territories. The international box office often accounted for the majority of a film’s revenue, influencing creative decisions and release strategies. The focus on tentpole releases and event films led to the marginalisation of mid-budget dramas and comedies, which struggled to compete for screen space and marketing dollars.

British cinema participated in the franchise boom through ongoing contributions to the ‘James Bond’ series (‘Skyfall’, 2012; ‘Spectre’, 2015), the ‘Harry Potter’ spin-off ‘Fantastic Beasts’, and collaborations with major US studios. British actors, directors, and crews played key roles in many of the decade’s biggest blockbusters, further blurring the lines between national cinemas.

Diversity, Representation, and Social Movements

The 2010s saw a renewed focus on diversity, representation, and social justice in both American and British cinema. The #OscarsSoWhite controversy in 2015 and 2016 highlighted the lack of recognition for films and artists of colour at the Academy Awards, sparking industry-wide debates and initiatives to increase inclusion and equity. The success of films like ‘Black Panther’ (2018), ‘Get Out’ (2017), and ‘Moonlight’ (2016) demonstrated the commercial and critical viability of stories centred on Black experiences and perspectives.

Women’s representation, both on screen and behind the camera, became a major issue, with the #MeToo and Time’s Up movements exposing systemic harassment and discrimination in the industry. The decade saw a growing number of female directors, writers, and producers achieving prominence, and films like ‘Wonder Woman’ (2017), ‘Lady Bird’ (2017), and ‘The Favourite’ (2018) received widespread acclaim and box office success.

British cinema contributed to these trends with films like ‘12 Years a Slave’ (2013), directed by Steve McQueen, ‘The Favourite’, directed by Yorgos Lanthimos, and ‘Rocks’ (2019), which featured a diverse cast and crew. The British Film Institute and other organisations implemented policies to promote diversity and inclusion, while festivals and awards increasingly recognised films from underrepresented groups.

LGBTQ+ representation also improved, with films like ‘Call Me by Your Name’ (2017), ‘Carol’ (2015), and ‘Pride’ (2014) receiving critical and commercial success. The decade saw greater visibility for trans and non-binary characters, as well as more nuanced and authentic portrayals of queer lives.

Artistic Innovation and the Blurring of Film and Television

The 2010s were a period of remarkable artistic innovation, driven in part by the convergence of film and television. Streaming platforms invested heavily in high-end, serialized storytelling, attracting top filmmakers and actors to projects that blurred the boundaries between cinema and TV. Limited series like ‘Chernobyl’, ‘Fleabag’, and ‘Black Mirror’ achieved critical acclaim and cultural impact, while feature-length films like ‘Roma’ (2018) and ‘The Irishman’ (2019) premiered on streaming platforms and competed for major awards.

Technological advances in virtual production, motion capture, and high-frame-rate cinematography expanded the creative possibilities for filmmakers. ‘Gravity’ (2013), ‘The Jungle Book’ (2016), and ‘1917’ (2019) showcased the integration of digital effects and innovative camera techniques, while the use of LED volume stages and real-time rendering (as in ‘The Mandalorian’) foreshadowed the next wave of production technology.

Animation continued to thrive, with Pixar, Disney, and DreamWorks releasing hits like ‘Frozen’ (2013), ‘Inside Out’ (2015), and ‘How to Train Your Dragon’ (2010). Independent and international animation also gained recognition, with films like ‘Song of the Sea’ (2014) and ‘I Lost My Body’ (2019) earning Oscar nominations.

The Changing Cinema Experience and Industry Structure

The 2010s saw significant changes in the cinema-going experience and the structure of the film industry. Luxury cinemas, IMAX, and 4DX formats aimed to entice audiences back to theatres with enhanced comfort and spectacle. At the same time, the convenience and affordability of streaming led to a decline in traditional attendance, particularly for non-blockbuster releases.

The decade was marked by consolidation and vertical integration, with Disney acquiring 21st Century Fox, AT&T purchasing WarnerMedia, and Comcast acquiring Sky. These mergers created media giants with unprecedented control over content production, distribution, and exhibition, raising concerns about competition, diversity, and the future of independent filmmaking.

In the UK, the British Film Institute and other organisations continued to support production, education, and preservation, while the success of British talent on the global stage reinforced the country’s reputation as a centre of creative excellence. The UK’s generous tax incentives and world-class studios attracted major international productions, further integrating British cinema into the global industry.

The Enduring Legacy if the 2010s

By the end of the 2010s, the film industries of the United States and United Kingdom had been fundamentally transformed by streaming, franchise filmmaking, and a renewed focus on diversity and representation. The decade’s innovations in technology, storytelling, and industry structure set the stage for the challenges and opportunities of the 2020s, while its films and filmmakers continue to shape the future of cinema worldwide.

At Anthony Hamilton Productions, we are energised by the spirit of the 2010s, confident in our commitment to transparency, collaboration, and the relentless pursuit of cinematic excellence.

Join Our Network: Shape the Future of Film

Are you inspired by the innovation and energy of the 2010s? Do you believe in the power of creative partnership and authentic storytelling? Join our network at Anthony Hamilton Productions. Together, we can honour the pioneers of the past while shaping the future of film.

Connect with us today and become part of a welcoming, dynamic, and confident community dedicated to storytelling, creativity, and the next great era of cinema.