Watching television in the United States is becoming a social experience. Fans of TV series and reality shows are increasingly heading to bars for so-called ‘watch parties’, which are emerging as a new cultural and marketing phenomenon, notes Erika Luzsicza.
It is no longer just football, hockey or the Olympics that are drawing audiences to bars and restaurants. Fans of various TV series and reality shows are increasingly heading there for the atmosphere and the chance to watch together. At least, that is what one of the emerging trends sweeping the United States looks like. It has even spurred the emergence of specialist venues dedicated to TV viewing parties.
As Variety notes, for example, watching TV together became a phenomenon in the US last summer, when the popular reality show Love Island reached its climax. According to Variety, watching together is not just a passing fad; on the contrary, series enthusiasts and reality show fans are bringing traditional television back into the limelight and symbolically giving it a place in culture by turning viewing into a fan sport.
As the American news portal on TV and film culture points out, viewing parties didn’t just spring up overnight last year. The origins of this trend date back to 2009, when some bars began to focus on themed viewings of RuPaul’s Drag Race. This show is generally regarded as the “pioneer of modern communal viewing parties”, as Maddy Biebel comments ; her pop-up bar , Reality Bar, organises free parties for current reality shows at various venues across Los Angeles.
Most recently, however, viewers’ enthusiasm has also become a catchy marketing tool that various brands are seeking to capitalise on. For example, viewers were able to watch the series Heated Rivalry at a themed Gym Bar as part of a promotion for a new lip balm from e.l.f. Cosmetics. Another significant aspect is the spread of viral videos on social media. Just search for “watch party” on TikTok and you’ll see plenty of posts from enthusiastic fans.
The question remains: will anyone in the Czech Republic seize this trend and opportunity?
Source: mediaguru.cz
