“Netflix discovered that were these massive global hits immediately and they were critically acclaimed and embraced by audiences who then did, in fact, return to them over and over again,” Meslow tells Refinery29. ![]() During what some have called “ The Summer of Love,” the streamer released cult-classic contemporary hits like To All The Boys I’ve Loved Before, The Kissing Booth, Set It Up, and Sierra Burgess Is A Loser. “They would license movies like Pretty Woman and they would do really, really well and would go back to them over and over again.” Akin to re-renting your fave VHS at Blockbuster every week (*ahem* A Cinderella Story *ahem*), Netflix, noting this phenomenon, decided to tap into an underserved market. “What Netflix discovered with their data about what people were watching was that people were rewatching old rom-coms,” Meslow tells Refinery29. While we’re seeing a rom-com resurgence on-screen in a big way in 2022, Scott Meslow, the author of From Hollywood with Love: The Rise And Fall (And Rise Again) Of The Romantic Comedy, points to the summer of 2018 as the defining or pivotal moment that kicked off this rom-com-aissance, based entirely off viewing habits on streaming services. ![]() ![]() To be clear, coining this period of time as the return of the rom-com isn’t exactly accurate, because rom-coms have been back for awhile - at least on our TV screens.
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