Full Breakdown
Robert dos Santos’ VHS-Only Debut: “This Is How the World Ends”
6/5/2026, 9:27:07 PM
The Unconventional Release
South African filmmaker Robert dos Santos premiered his first feature, *This Is How the World Ends*, as a straight-to-VHS title in June 2026. Marketed as the first such release in two decades, the film is distributed on magnetic tape by dos Santos’ company And Films, with U.S. specialist VHS Haven handling American sales. Pre-orders have already exceeded 1,000 copies, a figure the director describes as “far beyond what we thought.” The launch coincided with National VCR Day (June 7) and follows a limited theatrical-sales-agent push at Cannes.
Background & Context
Historically, “straight-to-VHS” denoted low-budget releases with minimal theatrical exposure. VHS production ceased in 2016, and most VCRs are now non-functional or stored as collectibles. Recent nostalgia-driven interest in physical media—particularly among Gen Z—has revived sales of vinyl, DVDs, and Blu-Rays, though overall physical-media revenue fell 9 % in 2025 after larger declines in 2023-2024. Dos Santos frames his VHS strategy as a counterpoint to the digitisation of cinema and the rise of generative-AI tools.
Key Figures & Groups
- Robert dos Santos – former lawyer turned director, motivated by personal encounters with gun violence in South Africa.
- And Films – production company overseeing the film’s creation and initial distribution.
- VHS Haven – U.S. distributor specializing in boutique physical media.
- Neon and AMC – sales agents who met with dos Santos at Cannes, indicating potential future theatrical rollout.
- Kane Parsons – director of *Backrooms*, cited for his anti-AI stance, providing a broader industry perspective.
Timeline
- Pre-2025 – Dos Santos abandons legal career after multiple gun threats, decides to pursue filmmaking.
- 2025 Cannes Marketplace – *This Is How the World Ends* announced as a straight-to-VHS project.
- June 7 2026 – Film released on VHS for National VCR Day; pre-orders surpass 1,000 copies.
- Mid-2026 – Planned releases on DVD and Blu-Ray, followed by limited cinema screenings and eventual streaming.
Data & Statistics
- Pre-order count: >1,000 VHS copies.
- Physical-media sales decline: 9 % in 2025 (versus >20 % declines in 2023-2024).
- Last VCR manufactured: 2016.
- Production location: AfrikaBurn, South Africa’s Burning Man-style festival.
Why It Matters
Dos Santos positions the VHS format as an intentional limitation that mirrors the film’s thematic focus on human imperfection and resistance to AI-generated content. By requiring viewers to obtain a functional VCR and handle a physical tape, the release foregrounds ownership, tactile engagement, and the “price you pay for being human.” The strategy also serves as a public statement against the perceived homogenisation of cinema by generative-AI tools.
Official Statements & Responses
Dos Santos explained that the VHS medium “reflects both the film’s themes and my personal feelings on how we consume art,” emphasizing that the imperfections of magnetic tape align with the narrative’s organic focus. He described the decision as a “deliberate middle finger” to AI encroachment, noting that the film’s plot centres on a war between humans and AI-controlled Machine States. Industry contacts at Neon and AMC indicated openness to a subsequent theatrical run, despite the unconventional release order. Dos Santos also highlighted that the limited audience “builds a group of people who like organic filmmaking and the process as much as the final product.”
Criticism & Opposition
Some sales agents expressed concern that releasing a film on VHS before any theatrical or digital window could “shoot ourselves in the foot,” suggesting potential market resistance. Nonetheless, other executives viewed the approach as a novel way to cultivate a niche audience.
Verbatim Quotes
- “and if I’m going to die, I might as well do something that I’ll really, truly, passionately enjoy.” — Robert dos Santos, director
- “I want people to feel something that’s imperfect, because VHS is not a perfect medium.” — Robert dos Santos
- “I’m in love with the images we shot, so it’s a compromise, but … compromise is a part of experiencing life… [It’s] the price you pay for being a human and for bumping up against the four corners of the world, and in this case, the four corners of the screen.” — Robert dos Santos
- “if I could snap my fingers and make generative AI disappear forever, I probably would… Creatively, I get no enjoyment from using those tools. It defeats the purpose entirely for me.” — Kane Parsons, director
- “Sure, you’re if going to a sales agent and you’re like: ‘Hey, here’s our film. Sorry, but we’ve actually already released it on VHS and DVD,’ they might not get it, so in a way it’s like shooting ourselves in the foot,” — Robert dos Santos
- “I love the idea that you need to be part of the club to watch this. It’s for people that have a specific taste. There is a band of human beings who really understand what we’re doing,” — Robert dos Santos
What’s Next
Dos Santos plans to issue DVD and Blu-Ray editions later in 2026, followed by limited cinema screenings and eventual streaming distribution. The film’s reception may influence future experiments with physical-media-first releases among independent filmmakers.
