The Decline and Reinvention of the Romantic Comedy

Romantic comedies, once a box office staple and cultural touchstone, saw a noticeable decline in the late 2000s and early 2010s. During their peak in the ’90s and early 2000s, rom-coms like 'Pretty Woman', 'Notting Hill', '10 Things I Hate About You', and 'How to Lose a Guy in 10 Days' ruled theatres, blending charm, humour, and predictable-but-satisfying love stories. Audiences knew what to expect — meet-cutes, misunderstandings, grand gestures — and they loved it.

So what happened?

Several factors contributed to the genre’s decline. For one, changing cultural norms made many older tropes feel outdated or even problematic. Storylines involving aggressive romantic pursuit, quirky-but-flat female characters, or the “fix-him” narrative didn’t resonate with evolving ideas around gender and relationships. Simultaneously, the rise of superhero franchises and action-driven blockbusters meant studios began prioritising global hits over mid-budget romance films.

Image Courtesy: Netflix

Another blow came from the shift in viewing habits. As streaming services like Netflix and Hulu gained ground, romantic comedies found themselves struggling to justify theatrical releases. The genre quietly migrated to digital platforms, where it could thrive without the pressure of box office returns. But even then, many new rom-coms felt formulaic, failing to capture the wit or emotional depth of their predecessors.

Yet in the past few years, the rom-com has been quietly reinventing itself.

Image Courtesy: Netflix

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Reinvented Romantic Comedy

Films like 'Crazy Rich Asians' (2018), 'The Big Sick' (2017), and 'Palm Springs' (2020) breathed new life into the genre by updating the formula. These stories introduced diverse leads, complex emotional arcs, and fresh narrative structures. 'The Big Sick', for example, brought real-life nuance and cultural specificity to its central love story, while 'Palm Springs' blended time-loop sci-fi with romantic comedy, creating something wholly original.

Streaming platforms have also played a key role in this reinvention. Netflix’s 'To All the Boys I’ve Loved Before' and 'Set It Up' demonstrated that audiences still crave well-written romantic stories, especially when they reflect contemporary experiences. These films often explore love in the digital age, question traditional gender roles, and celebrate emotional vulnerability.

Image Courtesy: Netflix

Romantic comedies are far from dead — they’ve simply adapted. Today’s rom-coms are more inclusive, self-aware, and emotionally grounded. While they may not dominate the box office like they once did, they continue to thrive in new forms, proving that love stories, when told with heart and honesty, never go out of style.

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