In 2010, my best friend and I walked onto the rickety wooden roll-up stage in my elementary school’s cafetorium to sing Mean by Taylor Swift at the annual student talent show. The year after, I made my debut as a solo artist by singing Sparks Fly. My father kept that Speak Now CD in the family SUV so that I could scream my little heart out whenever I needed. Swift was my favorite artist for the first eleven years of my life. I used to be a Swiftie through and through. I completely understand the excitement, the adoration, and the hype that she receives from her fanbase. I, too, cried when All Too Well (10 Minute Version) (Taylor’s Version) (From The Vault) came out. However, I have a few notes about Swift’s latest endeavor, The Eras Tour movie.
The pop star is known for her ten studio albums, the first of which, Taylor Swift, released in 2006 and the most recent, Midnights, in 2022. Each album represents a different era of Swift’s life. Now, while she slowly disseminates the re-recordings of her older albums to reclaim the rights to them from controversial manager Scooter Braun, she has launched The Eras Tour.
I did not get the chance to see the tour live since I am on a college student budget. However, I did see the concert from every angle imaginable via social media. My friends posted Instagram pictures from stadiums all across the country. I scrolled through countless outfit ideas and secret song predictions on Twitter. I even occasionally saw a stranger live streaming on TikTok, holding their phone up for four hours so other strangers could watch the show from home. This tour was seemingly unavoidable for me.
The hunt for tickets that didn’t break the bank was so difficult for Swifties that the United States government called out Ticketmaster for running a monopoly. Many people were heartbroken over not getting to see the show live, so it makes sense that Swift would create a movie version of the show and release it in theaters. It’s absolutely a smart business decision. If haters and fans of the artist can agree on one thing, it’s that Swift has a powerful marketing team. But why are tickets so expensive?
An adult ticket to see Martin Scorcese’s Killers of the Flower Moon at Cinemapolis on a Friday night is $11. An adult ticket to see Taylor Swift: The Eras Tour on the same night at the same time is $19.89. This is a nod to Swift’s album 1989, named after her birth year, which she re-released on October 27th. As an IMC major, I understand the importance of a brand, but I would figure that the least she could do, after her fans spent hundreds of dollars on nosebleed seats at the actual concert, is keep ticket prices low. Luckily for me, Cinemapolis has a student discount, bringing my total down to $13.13, which is Swift’s lucky number and still two dollars and thirteen cents more than a ticket to every other film playing at the theater.
Taylor Swift: The Eras Tour is a well-directed film. It is an incredible feat that the energy of a live performance comes across so well on camera. The costumes for each era are pretty, but I was particularly a fan of her Lover outfits. They had incredible effects as well as beautiful set-pieces, the highlight of which being the log cabin for Folklore. The editing of the movie is surprisingly seamless, making it a coherent viewing experience despite the fact that it was filmed over the course of three nights. This movie-going experience allows its audience to immerse themselves in the concert. You’re allowed to sing along and dance by your seat just like you would at the live show. I’m sure that for some people, the experience in the theater makes up for not being able to go to the actual tour.
For me, though, it’s hard to ignore that this is a blatant cash grab. I wish that this film had insight into Swift’s creative process, behind the scenes footage, or interviews with the star about what this show meant to her. To me, it’s just a high definition version of the TikTok live streams that Swifties were watching all summer.
I do, however, think this movie’s popularity right now is a testament to Swift’s prowess as a popstar. Not only does she have people flocking to movie theaters, but she’s also being discussed non-stop. Everyone is adding their input about her personal life and career, including me. She is a pro at getting people talking about her latest endeavors, whether it’s dating NFL player Travis Kelce or re-releasing 1989. Although I didn’t love this movie, I can acknowledge that Swift is a powerhouse as an artist and a businesswoman.
Audra Fitzgerald is a sophomore advertising, public relations and marketing communications major who isn’t afraid to give Taylor Swift a few notes. You can reach Audra at [email protected].