Recently at the Nurun Lab, we’ve been studying TV and movie viewing rituals. Never before have we lived in a world with such a complex and diverse media landscape. We have so many more options in every regard – the content, the location, the platform, the time and with whom. Inevitably the obvious question arises: how does a viewer select media content to watch? To clear up the mess we decided to take a look back at history – which always seems simpler – to compile three comparable consumer journey maps. Our first map delineates the main influences that led people to watch a movie, like Gone with the Wind (1939), in the 1930s.