Rethinking the Role of Online Platforms in Film Spectatorship: Aftersun as a MUBI Release

Abstract

This article examines contemporary film spectatorship through the case of Aftersun (Charlotte Wells, 2022), exploring how hybrid distribution strategies, combining theatrical screenings with digital streaming on MUBI, interact with and reframe the cultural and affective dimensions of cinemagoing. Situating the analysis within debates on the decline of traditional cinema and the rise of streaming platforms, the study examines how slow cinema aesthetics, nostalgia and fragmented memory in Aftersun foster immersive, emotionally resonant experiences that extend beyond the screen. Drawing on qualitative data, including interviews with the MUBI Turkey team and a systematic review of audience comments, the article highlights how, in this case, the coexistence of online and offline viewing modes creates a hybrid form of spectatorship. The findings indicate that, within the Aftersun-MUBI release context, audiences continue to value ritualistic, communal and reflective ways of engaging with film. The article contends that, in this context, hybrid distribution does not indicate the decline of cinema but redefines its emotional connections through platform-mediated nostalgia.