Mark Granza@markgranza
The problem with this aesthetic is that it became heavily associated with advertising. Technicolor was initially very expensive and used only for high-budget productions like prestige epics and big musicals (Ben-Hur, The Wizard of Oz, etc.). Then technology made it cheap—by the 70s/80s, every billboard on earth had highly saturated colors, so "colorful and vivid" stopped meaning luxury and started signaling "mass-market" to industry insiders. By the 2000s, you had big-budget filmmakers visibly toning colors down (The Matrix, LOTR) for fear of coming across as unsophisticated. AI is now making it even worse by associating oversaturated fantasy images with ubiquitous slop, so expect filmmakers to retreat from colors even more. It's more likely that we'll see a return to the noir film aesthetic (see the recent Ripley series) than hypervivid.