Just fifteen years ago, the term ‘content’ was heard only when people spoke of cinema on a serious level, and it was contrasted with and compared to ‘form’. Then gradually it was used more and more by the people who took over media companies, most of whom knew nothing about the history of the art form, or even cared enough to think that they should. do it. ‘Content’ became a trade term for all motion pictures: a David Lean movie, a cat video, a Super Bowl commercial, a superhero sequel, a serial episode. It was linked, of course, not to the theatrical experience but to home viewing, on streaming platforms that have come to surpass the movie theater experience, just as Amazon surpassed physical stores.