The ‘90s were marked by a countless number of unforgettable moments in pop culture, both in music and other forms of media. Movies were transitioning from simple, cheaply constructed projects into more complex, stylized works of art with amazing digital effects. For any child of the ‘90s, several major motion pictures will forever be immortalized as cult classics, but none quite compare to Space Jam. A production years beyond its time, Space Jam was the perfect blend of comedy, sports and action packed into an animated film that ended up creating a cultural phenomenon that our generation still loves to this day.
1996 was an important year for Warner Brothers, as Space Jam proved to be their launching point for breaking into the world of animated films. Working in an industry long dominated by Disney, Warner Brothers Pictures cleverly selected the Looney Tunes franchise as the animated act associated with their brand, knowing this alignment would cement them in the graves of 90’s babies. Although Looney Tunes had long been a staple of childhood entertainment in the 20th century, Space Jam was the perfect opportunity for the brand to connect with the millennial generation on a personal level. By choosing a franchise that already had an established fan-base, Warner Brothers was preparing to launch a production that could never fail. It's hard to find anyone that grew up in the 90s that doesn't have some sort of attachment to the Looney Tunes, whether it be young males identifying with Taz, Bugs Bunny and Yosemite Sam, or young ladies with Lola Bunny or Daphne Duck. How often did you see kids walking around with Bugs Bunny book bags in grade school, or Wile E Coyote clothing? Everyone loves the Looney Tunes.
Aside from containing some of the most entertaining cartoon characters on television, Space Jam actually boasted some high production quality. The film’s script was well written and extremely humorous, the setting and backstory couldn't have been more relevant, and the casting (both real and animated) was impeccable. At a time where blessing live-action and animation was still pretty new to film, Space Jam seamlessly integrated the real and fake onscreen. Watching the movie, you can easily forget that none of the actors are actually talking to anybody, just green-screen creation science. Also, effects-wise, the film did a great job of spelling out for children exactly what was going on with the NBA superstars. When their “talent” was stolen from their bodies, it was both creative and hilarious as we watched Charles Barkley’s skill literally get sucked into the stands. Even as the movie continued, we were able to witness amazing special effects like people getting sucked into Golf Course holes and Michael Jordan stretching full court with one arm. The film even had a great story arc, ending with Michael Jordan saving the world from guaranteed doom. Space Jam took visual risks and liberties that very few productions were at the time, and in turn produced an extremely entertaining visual that remains embedded in our minds.
Last but not least, Space Jam made its impact on the 90s by featuring arguably the most iconic figure from that decade, the great Michael Jordan. Arguably the greatest NBA star ever, Space Jam didn't just feature MJ, it was MJ in his prime. The storyline of the movie coincided perfectly with Michael Jordan’s on and off court experiences, and Jordan was far more natural on screen than many people expected him to be. His acting skills weren't bad at all, and his presence gave children a sense of just how great he was, even if they didn't understand the magnitude of his talents in real NBA games. Space Jam gave children who never watched him play a perspective of just how large of a cultural figure he was at the time. Beyond the movie, Space Jam had an immense imprint on popular culture. One of the best examples of this is the relevance of the “Space Jam Jordan's”, a highly sought after sneaker that is still coveted by sneakerheads to this day. Also, Jordan’s presence in the film ultimately led to it becoming the highest grossing basketball film of all time, grossing over $230 million worldwide. Michael Jordan was a superstar and everyone already knew it, but this movie only further proved his cultural dominance.
The most telling aspect of Space Jam’s incredible influence on millennial culture is its relevance today. Both children and adults still love to watch the original, and there's even a part two set to be in production soon (starring Lebron James). Space Jam is a cultural staple that will remain relevant so long as the Looney Tunes and Michael Jordan remain relevant, which clearly doesn't seem to be changing any time soon. Although 1996 was a great year for Hip-Hop music, we’ll never forget the profound impact that Space Jam had on our culture at the time.
