I reviewed 20 years of EFM sessions to understand the industry’s recurring discussions and to see what 2026 has in store. Plus, I look at whether the market’s "decline" narrative matches the data.

Looking at the data behind which films appear on user-generated lists of 'Movies which are awesome, but I don't ever want to watch again' reveals what feeling audiences never want to return to.

I tracked the timing of 175,902 critic reviews across 10,766 films to see what it signals before the opening weekend.