Netflix has a neat little local favorites feature, which allows you to see which DVDs are the most popular rentals in your own neck of the woods. Near where I live, the top movie right now is On the Waterfront. Following that? Son of the Mask.
That’d make for one weird double-feature.
Playing around with the feature, I’m noticing that, often, people seem to be more interested in movies about what they supposedly already know. “Local favorites” often translates to favorite movies about the locale.
For instance, four of the top five films in Washington, D.C., are about Washington, D.C. Ditto for Baltimore, MD. Seattle, WA, only manages three out of four, but still, the principle’s pretty much the same. And Miami, FL, skews unsurprisingly toward Spanish-language features and films about nearby Cuba.
The number one rental in Las Vegas is season one of Las Vegas. In Chicago, it’s Eight Men Out about the Chicago White Sox. In Bangor, ME, a Stephen King miniseries wins out. While in Austin, TX, the top rental is Slacker, filmed in town by local Richard Linklater.
It doesn’t always work like this. There’s no sign of anything like Northern Exposure in the top 25 for Anchorage, Fairbanks or Juneau, for instance — just as there’s no sign of Beverly Hills 90210 discs in the rentals for Beverly Hills. New York City’s top 10 are all foreign-language films (the lone exception being 1966’s Blowup, director Michelangelo Antonioni first English-language feature). Often, there are films that, if they do have any local significance, it’s difficult to figure out how.
But that’s where it gets interesting. How is The Tigger Movie a movie about San Antonio? Why is Taxi Driver such a hit in Sioux City, MO? What is it about Rashomon that so resonates with the people of Newark, DE? And what’s with Greensboro, NC,’s love affair with Friday the 13th? The right marketer might be able to really clean up if he or she could answer those questions.