I've seen a fair amount of people criticizing Christopher Nolan for embracing Fortnite to debut the #Tenet trailer, but also to screen one of his older movies in its entirety inside the game. Personally, I think it's pretty brilliant, and here's why...

Nolan has always been one of the industry’s leading champions of the cinema event — of turning the simple act of watching a film into a big, memorable shared experience among millions of people...

He's not just a filmmaker who delivers wildly unique blockbuster entertainment at a time when that sort of film is rare, but he's also known for crafting a cinema experience like no other. When we think about going to the movies, we anticipate his films; his big bold storytelling

These days, the next generation spends much of their time living inside virtual environments, like the ones in Fortnite or Roblox… literally millions of young kids, my son included. Not the most wonderful of places, but that is where they are. And they're stuck at home...

So instead of getting the audience to come to the experience, he's taking the experience to the audience. Nolan wants to be the one who carves out space for moviegoing within these environments, but at the same time he’s also reinforcing tradition & eventizing cinema

Nolan knows we need the next generation to value it, embrace it and continue it when he’s long gone. But how do you do that? You speak their language & create cinema events inside their virtual playgrounds...

But also, when we look back 20 years from now for the first filmmaker who was screening movies in virtual environments full of millions of avatars, guess whose name will be at the top of that list… Christopher Nolan