Merchants of Cool – Mass Behavior Curating Documentary

Get ready to have your eyes opened by *The Merchants of Cool* (2001), a jaw-dropping PBS Frontline documentary that dives into the slick, manipulative world of marketing to teens. Directed by Barak Goodman and featuring correspondent Douglas Rushkoff, this 55-minute exposé is a rollercoaster ride through the tactics of media giants like MTV, Viacom, and Disney, who chase the $150 billion teen market like it’s the ultimate prize. If you’ve ever wondered why pop culture feels like it’s selling your soul, this film will blow your mind!

Picture this: corporate “cool hunters” prowling malls and schools, studying teens like lab rats to pinpoint the “next big thing.” With exclusive footage of focus groups, interviews with marketing execs, and raw teen perspectives, the film reveals how companies craft stereotypes like the “mook” (think crude, party-obsessed guys) and hyper-sexualized pop stars to hook impressionable kids. From Britney Spears to Limp Bizkit, it shows how rebellion is packaged and sold back to teens, turning their desires into dollar signs. By 2001, 33 million teens were spending $100 billion annually, plus $50 billion more through their parents, making them corporate America’s dream demographic.

What’s chilling is the feedback loop: are media giants just reflecting teen culture, or are they shaping it to keep wallets open? The film doesn’t shy away from tough questions, exposing how marketing exploits insecurities and fuels a coarsening culture—think Woodstock ’99’s violent chaos. With sharp commentary and unsettling clips, *The Merchants of Cool* is a wake-up call about who controls “cool.” Stream it on PBS or YouTube, and brace yourself for a provocative, can’t-look-away look at how your culture is bought and sold!