The World’s End may be a shit film but at least it is full of bitterness and self-recrimination. The roots of that bitterness reach all the way back to the late 1990s when the writers of The World’s End first found success with a sitcom named Spaced.
This may be hard to believe but geek culture really wasn’t really that much of a thing before the late 90s. Sure… people enjoyed the films, books, comics and games that continue to provide geeks with a sense of common ground but mainstream culture rarely acknowledged that people (other than sports fans) were beginning to define themselves through their love of popular culture. Postmodernism was popularised throughout the 1990s but what drove that popularisation was not so much the death of cultural meta-narratives as the frisson of parental approval that came with every suggestion that a creator loved the same shitty pop culture as the rest of us. We often speak of constructing identities in terms of self-expression and self-acceptance but what really drives the adoption of a particular label is the recognition of others, particularly people in positions of authority. Simply stated, geek culture was not much of a thing until the late 1990s because advertisers and cultural creators rarely pandered directly to geeks and so rarely legitimised their identities.
Things began to change is the late 1990s when marketers noticed how devotion to a particular cultural product acted very much like devotion to a particular set of cultural values. Way back in ye olde black and whitey times, advertisers realised that if you associated a particular brand of pipe tobacco with values of manliness and respectability then people who valued manliness and respectability were more likely to buy the pipe tobacco. The success of films like Kevin Smith’s Clerks and Quentin Tarantino’s Pulp Fiction demonstrated that this transferral of affection also worked with popular culture; if a film makes a reference to some aspect of popular culture then the people emotionally invested in that aspect of popular culture are more likely to seek out and enjoy that film even if the subject of the film is entirely unrelated to the subject of the obsession. First broadcast in 1999, Spaced ruthlessly exploited these quirks in human psychology by dignifying geeks with their own slice of comedic social realism.