Is the aesthetic nostalgia in The Love Witch (2016) powerful enough to ensure a cult classic, or is too soon to say?
Shot on classic 35mm film, Anna Billerâs The Love Witch (2016) is a contemporary film enveloped in 60s nostalgia focused on a young woman searching for a husband. Youâd be forgiven for mistaking this film for one released fifty years prior as we experience Elaine leaving her abusive husband after what is assumed to be his murder by her hand. A femme fatale, she is determined to find a man that will love her, but one she does not fall in love with.
The Love Witch is convincing in its cosplay of a 1960âs technicolour film, a decade which coincidentally marks the period in which cult films gained currency and, despite the film's recent release, is already being considered part of that category.Â
It is difficult to predict the trajectory of any film's cult potential, so it is especially worth considering which of Ernest Mathijs and Jamie Sextonâs typical cult film traits the newly released The Love Witch has on offer. These traits, however, should only be used as a guide as not all cult films share the same cult qualities as Bret Shepard outlines in saying, The Rocky Horror Picture Show (1975) illustrates certain cult qualities while Ferris Bueller's day off (1986) exhibits cult traits in other ways but both belong to cult cinema.âÂ
Apart from its attractive narrative themes, the film toys with other attributes that might align with what is typical of a cult film from its marketing, aesthetics, critical reception and nostalgia.Â
In an interview, Biller states âactually, Iâm not that into stylisation. Iâm more into psychological realism, getting to the characters and a certain kind of truth but aesthetics are a big part of how you accomplish that. I use lighting, colour and design to tell a story and create a worldâ (Matthew S).
It is interesting that Biller states style and aesthetics as not being the focal point of her work, when these are what the film is most praised for. She had such a heavy involvement with the film's mise en scene, all facets have been produced by what seems to be a âlabour of loveâ. The film also looks vastly similar to her previous work in her film Viva (2007), which indicates that she does in fact have a strong connection to the stylisation and aesthetics of her work.Â
In what is just her second feature film, Biller is able to produce a quality motion picture that demonstrates skill and talent which, unlike most cult films, does in fact achieve critical recognition, thereby adding to its cult status.Â
Although this positive reception does not conform to what is usually an attribute of cult classics, perhaps not all cult films require negativity in their initial years. The captivating stylisation has been admired by several critics, with one describing it as a ânostalgic homage to the spellbinding visuals of 1960s pulp paperbacks, technicolour romance, and tragic femme fatalesâ (Stumer S).Â
Like many of the other films in this category, The Love Witch fits the criteria of being a cult film in terms of its captivating experience of production and distribution contexts. While there isnât exactly a scandal or any extreme marketing tactics used, like in some cult classics, the film's marketing campaign does âpoke audiences but disciplines them as wellâ (Sexton, J, M).Â
The promotional video for the film features the main character, Elaine, asking audiences to stop texting and talking during films as she deems it âunattractive.â The unattractiveness of this sort of behaviour not only aligns with the film's narrative, but disciplines the audience and their cinema experience. Similar to witchcraft and spells, Anna Biller intends on showing how cinema can cast spells on audiences that can evoke certain moods and behaviours, which extends to clever thematically-relevant marketing tactics.Â
The aforementioned term âlabour of loveâ is a common trait amongst cult films due to the commitment and passion of filmmaking known to occur in cult classics. It is clear that director Anna Biller is committed to her craftsmanship, but in a series of tweets she has revealed that many of the crew in fact hated the film, were uncommitted and did not even see the film. Something which diminishes the idea of cult films acquiring a loyal and creative working group.Â
Though this minor detail is not relevant for all cult cases, it does, however, unintentionally cause commotion for the film â commotion being an important factor for cult films.Â
Much of the labour can also be shared by what is known as âreception labour,â or turning a film into a cultural object, which audiences are responsible for. This can be said about The Love Witch as there is much discourse about the film online that has fans analysing the filmâs narrative and the directorâs artistic intentions. This is even more interesting as many of these interpretations were quickly deemed incorrect by the director herself in multiple interviews â further building commotion and interest.
Part of The Love Witchâs charm can be credited to its nostalgic-like qualities, as the film evokes a certain âyearning for an idealised pastâ (Mathijs & Sexton). Not only does the main character romanticise the past, as seen in her renaissance dream, tea house outings, clothing style and witchcraft, but the film itself also favours a cinema-going experience of the past.Â
Ways in which it does this is through asking audiences to get off their phones, and challenging their cinema knowledge, but also through technical and aesthetic qualities that differ from mainstream cinema today. Biller, shooting on 35mm film, presents a technical nostalgia which accompanies technicolour and hard lighting and attempts to formulate an Alfred Hitchcock-like film.
Alongside these nostalgic narrative and visual cues, Biller hypocritically comments in her interview on how she looks to classic movie aesthetics, acting and how she chose the main character actress's accent based on its similarity to Cary Grant â moments after stating she is not focused on stylising her film a particular way. Nostalgia, in this case, also plays a role in determining the stylisation of the film.Â
Although The Love Witch may not boast every attribute that eventuates in a cult classic, it does have a few. The film's early cult status can be tied to the dedication to craftsmanship, marketplace traits, nostalgia and especially the directorâs stylisation.Â
The film is still young which highlights the importance of that âwhile aesthetics are important they certainly donât fully demarcate a cult from a non-cult textâ (Mathijs & Sexton). It is certainly a possibility for a film to be âcultifiedâ this way, through visual nostalgia and unique aesthetics, but only time will tell if The Love Witch has the complex blend of cult traits needed to remain popular in the decades ahead.Â
Mathijs E and Sexton J (2018) The Routledge Companion to Cult Cinema, Taylor & Francis Group, London ; New York, New York. Â
Sexton, Jamie, and Mathijs E (2011) âCult Cinema : An Introductionâ, John Wiley & Sons, Incorporated, 2011. DOI: 10.1002/9781444396447
Shepard B (2014) Cult Cinema by Ernest Mathijs and Jamie Sexton. Walden, MA and Oxford: Wiley-Blackwell, 2011, Quarterly Review of Film and Video, 31:1, 93-97, DOI: 10.1080/10509208.2011.646214Â
Sorrento M (2017) âThe Way She Looks: An Interview with Anna Biller on The Love Witchâ, Film International, 15(2):126-130, DOI: 10.1386/fiin.15.2.126_7Â
StĂŒmer S (2022) â(Un)masking femininity: desire and fantasy in Anna Billerâs The Love Witchâ, Feminist Media Studies, 22:5, 1211-1226, DOI: 10.1080/14680777.2021.1879195Â