New Zealand-based web designers Buchanan and Karl were passionate about developing apps and websites for a clientele . Buchanan had an idea about a media site for films. He came up with a social media network called Letterboxd. It is appropriately called ‘Goodreads for films.’ Movie goers wrote about their watching habits, informed about their favourites and wrote reviews.

It gained popularity, and has more than 3 million accounts. They have two revenue streams — from advertising and from paid memberships.

On the site, you will find reviews written informally. They have a kind of wild-west quality. There are memes, essays and a few cryptic sentences. Letterboxd has a free spirit — anything goes. It has that unedited feel. It is not puritan grammar respecting language. It is unconventional. Here you get information about the new movies. At the same time, you get new critics.

The audience consists of mostly 18-24 years olds. These youngers evolve their tastes. Letterboxd audience is not restricted to hardcore cinephiles. The appetite for film content is growing in younger age groups.