In a striking return to analogue, South African director Roberto dos Santos is set to release his debut feature film, 'This Is How the World Ends', directly to VHS. This unconventional distribution method marks the first straight-to-VHS release in two decades, a deliberate artistic and philosophical statement from the filmmaker.
Dos Santos, whose film explores the poignant story of two siblings reuniting at a party as humanity faces its demise, describes the work as 'On the Beach' set at Burning Man. While the narrative itself promises a compelling exploration of human connection in extreme circumstances, it is the director's bold choice of format that has garnered significant attention, challenging the prevailing digital landscape of cinema.
The director is a vocal critic of artificial intelligence's increasing presence in creative fields. He expressed his views by stating, 'Someone once said that if your mum can do it, it doesn’t have value,' implying a belief that readily accessible or easily replicable creative processes diminish the inherent worth of art. His decision to opt for VHS is therefore not merely a nostalgic gesture but a profound commitment to the tangible, human-centric effort involved in filmmaking and consumption.
This 'hard route' to release is a conscious effort to make audiences engage more deeply with the film. Dos Santos acknowledged the demands placed on viewers, stating, 'I’m asking people to do a lot, but that’s what it means to be a human.' This philosophy underpins his approach, encouraging a more active and intentional experience for those seeking out his work, contrasting sharply with the immediate gratification offered by digital streaming platforms.
The move could be seen as a counter-cultural statement within the film industry, which has largely embraced digital distribution, high-definition streaming, and increasingly, AI-powered tools for various stages of production. By choosing VHS, Dos Santos is not only distinguishing his film but also making a broader commentary on the value of effort, craftsmanship, and the uniquely human element in art.