There was a time when falling in love meant missing a flight, faking a relationship or running through the airport to stop “the one” from leaving. For decades, romantic comedies saturated the box office, showcasing iconic love confessions and heartfelt stories of connection. But somewhere between the breakup of NSYNC and the emergence of the iPhone, rom-coms lost the plot. Gone are the days of fictional female protagonists thriving at their fabulous NYC jobs while wooing their male counterparts; instead, modern audiences are forced to watch Z-list actors stumble their way through a poorly written script via Holiday Hallmark movies. Where did we go wrong?
What made rom-coms so beloved was their accessible pseudo-reality. Their protagonists were relatable enough to mirror everyday anxieties about love, career and identity, yet quirky enough to keep things delightfully escapist. Whether it was a serial bridesmaid, a fake engagement or an inconveniently timed airport confession, these films offered something that we rarely see in movies today: possibility. They reinforced that finding love was possible while encouraging viewers to take control of their own narratives.
As the saying goes, video killed the radio star. Or, in this instance, streaming killed the movie star. It all started in January 2007, when Netflix went public with their new streaming service titled Watch Now. This idea of “streaming” was a completely new concept, inspired by the rise in popularity of social platforms such as YouTube and Facebook. Before streaming, theatrical releases gave films of all budgets a chance to find audiences, making rom-coms both profitable for studios and essential stepping stones for rising actors. Unfortunately, what seemed like a huge technological innovation at the time would shape which movies got made and which ones disappeared.
Moreover, in the mid-90’s to mid 2000’s, studios invested in rom-coms because they were seen as reliable projects that consistently generated profit. These “mid-budget” films were desirable for studios who wanted to consistently maintain a good return on investment and earn some extra pocket change for bigger thrillers or dramas. For example, Columbia Pictures allocated only $37 million to produce “13 Going On 30,” which grossed upwards of $95 million in the global box office. Mid-budget hits like these helped studios bankroll larger blockbuster risks.
However, the profit generated by these massive franchise films soon became the main focus of most studios. They abandoned the idea of promoting smaller films and instead focused their time, effort and money into creating the most star-studded, action-packed blockbusters possible. With less and less attention being given to smaller films, the opportunity for actors to make a name for themselves outside of a franchise slowly waned.
But Hollywood wasn’t the only thing changing. Technology also transformed how audiences understood romance itself. Depressingly, the rise of the digital age also killed the public’s belief in the “meet cute.” Who needed to meet someone on a shared car ride from Chicago to New York when they could add them as a friend on Facebook or video chat on Skype? Harry no longer meets Sally, Bianca never takes French lessons from Cameron and Vivian never hops into Edward’s car to help him drive a stick. Why would they, when Harry can get an Uber, Bianca can use Babbel and Edward can Google it? The world was evolving, and along with it came new attitudes toward love, relationships and romance.
And thus, the genre faded from the spotlight. Its trademark actors dismissed its role in cinema, calling rom-coms vapid, thoughtless and silly, while studios all but stopped producing them. Akin to Meg Ryan’s indie bookstore in You’ve Got Mail, the rom-com was successfully snuffed out by a rapidly digitizing culture.
Yet, like all beloved genres, nostalgia has a way of resurrecting what Hollywood prematurely buries. New generations are beginning to rediscover the fun-filled, free-spirited rom-coms of the past and are calling for a revival. All across social media, influencers are adopting the Y2K styles of the rom-com era and creating shortform content inspired by the stylized editing and whimsical vibes of their favorite chick flicks. Hashtags such as “#inmyandieandersonera” and “#romcomcore” are trending more and more every day, with lookalike dresses inspired by “How To Lose A Guy In 10 Days” and “13 Going On 30” being sold at online retailers such as Lulus and Amazon due to the influx in popularity.
This renewed interest is also beginning to translate on the big screen. Films like A24’s “Eternity” and “The Materialists” (2025) have found success at the box office, proving that audiences still crave stories centered around love, humor and human connection. With recent releases like “You, Me & Tuscany” (2026), there are signs that the genre may be finding its footing once again, and I, for one, am all for it.
