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90s Cool

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This article is part of a series on Y2K

90s Cool (also known as The Matrix Effect or Bullet Time) is an aesthetic that started in the mid-1990s and emphasized martial arts-style fight choreography mixed with computer-generated (CGI) effects. This aesthetic was loosely inspired by the growing popularity of anime in the West and featured a rigid application of Y2K Futurism and Cyberpunk aesthetics.

90s Cool became more prominent after the success of The Matrix movies. During 'The Matrix' hype around 1999/2000, studios were quick to release the next Matrix by taking influence from the various styles that were done in the iconic film from 1999. The aesthetic was mostly known for its use of Bullet Time (a slow motion camera tracking shot) and its costumes which included black leather trench coats, combat boots, Oakley glasses, bullet proof vests, latex catsuits, tactical gear and dark formal wear or garb inspired by American, Japanese, Hong Kong, and Chinese action films. Another theme of 90s Cool is the plot settings of movies in post-Cold War era Eastern Europe (typically with underworld themes), due to the collapse of the Iron Curtain (e.g., Goldeneye, Mission: Impossible).

History[]

Pre-1995 Action Cinema[]

Action films exploded during the 80's with prominent stars such as Arnold Schwarzenegger, Bruce Willis, Mel Gibson, Jean Claude Van Damme, Chuck Norris and Sylvester Stallone - this was the power house era of action cinema, which continued on even into early 1990's - but from around 1994, action films started to take a lot of inspiration from eastern action and anime, since this type of format was starting to pick up some traction from western audiences.

Video games also became a slight influence on the action genre as certain plot details and story elements were heavily borrowed from video game tropes. The action genre at the time also began to incorporate computer-generated imagery, especially after the success of Terminator 2: Judgment Day.

John Woo's Influence[]

John Woo was a significant influence on not only The Matrix but also most Western action films from the 1990s onwards. John Woo, director of Once a Thief (1991), Hard Boiled (1993) and Face Off (1997) included a lot of 90's Cool tropes in his films even before the aesthetic took off, once he started to produce more Hollywood action movies. He carried over many of his signature techniques that would further add to the coolness factor, he was also one of the first to implement a sort of bullet-time one shot in the film Hard Boiled before The Matrix did.

1995-1997: The Cool Action Era[]

Beginning in 1995, action movies began to quickly adopt a noticeable "cool" factor, with these films serving as the prominent example of the aesthetic during both 1995 and 1996. The films included Hackers (1995), Desperado (1995), Heat (1995), Johnny Mnemonic (1995), Screamers (1995), Mortal Kombat (1995), Golden Eye (1995), Eraser (1996), Mission: Impossible (1996), Maximum Risk (1996) and Broken Arrow (1996).

During this part of the aesthetic, there was a lot more emphasis on either hacking, espionage or lone savior tropes. The Y2K Futurism aesthetic was also used heavily around this time as a lot of the storytelling can often revolve around the growing threat of internet surveillance and digital malware - to put things in a better perspective, these films used a lot of camera techniques to hammer home the cool factor - things such as slo-motion, lomo effects, panning in and out, quick cuts and split screen splicing.

1997-2004: The Matrix Effect Era[]

At first glance, it seems rather counterintuitive that the era named after it could have started before The Matrix was released in 1999. In truth, The Matrix drew significant inspiration from the ongoing changes in 1990s action movies. Factors such as the growing influence of computer effects, anime and video game influences, the internet, and, of course, the rise of science fiction, suggest that the "Matrix Effect" period existed even before The Matrix was released to the masses; it simply did not have a name. Movies like Blade (1998), Lost in Space (1998), The Fifth Element (1997), Double Team (1997), and Spawn (1997) all had an element of pre-Matrix action tropes that then allowed for The Matrix to succeed afterward.

Once 1999 entered the picture, this aesthetic experienced a significant surge in popularity, which led to the golden period of the early 2000s. Around this time, films started to look and feel exactly like The Matrix—it seemed like Hollywood studios wanted to achieve the same success the Wachowskis managed to do with their hit film—a ton of movies around this time were called the next Matrix, or at least followed the exact formula. Films such as Simon Sez (1999), Charlie's Angels (2000), Spy Kids (2001), Blade 2 (2002), X-Men (2000), Resident Evil (2002), Sword Fish (2001), Die Another Day (2002) and The Art of War (2000).

2005-2007: Fading Era[]

Somewhere around the mid-2000s, the aesthetic was still around but winding down, especially after both the success of the Bourne films and Christopher Nolan's Batman reboot in 2005—dark and gritty became the norm, and overly CGI-riddled action films with a Nu-Metal soundtracks seemed out of place by 2006. This is why films like Ultraviolet (2006) did not resonate with audiences of that time, as they seemed rather outdated by then. The movie was further marred by being noticeably "Y2K" in its visuals and resembling a long-winded music video from 2001.

2007 marked the death of 90s Cool, as by this point, action films became more gritty and realistic, going forward with tons of shaky cam and a more "hands-on" display of violence.

With the heavy Y2K nostalgia in early-mid 2020s pop culture, however, one can speculate about a possible revival of this filmmaking style.

Visuals[]

Marketing[]

90s Cool is more vivid in its marketing aesthetic, especially in posters and trailers, as it uses a ton of vibrant colors. It displays psychedelic and abstract computerized images, usually of the main protagonist posing or facing directly towards the camera, the font is either bold or highlighted around the edges to make it stand out, and surrounding it is mostly computerized grids, this adds to the Y2K Futurism/Cyberpunk aesthetics respectively.

Costuming[]

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Blade (1998) Costume Example

Another vivid aspect of this aesthetic is the costuming which is often very dark and ominous, there is a big emphasis on looking cool so black leather is often the go to look that adds to that factor, this aesthetic also takes heavy inspiration from anime, hence why it shares similarities to shows like Tri Gun (1998), Akira (1988), Vampire Hunter D (1985) and Eat Man (1997).

The movies that really personified this aesthetic's look were Blade and The Matrix, reinforcing the black leather look as the new standard for action movies going forward. Key elements often used in the costume design of 90s Cool include:

  • Black leather long coats
  • Bulletproof vests
  • Combat boots
  • Dark shades
  • Latex catsuits
  • Bead blasted/Stainless steel weaponry
  • Black formal wear
  • Designer fashion
  • Tactical gear

Typical Examples:

Cinematography[]

This aesthetic employed a significant amount of CGI artwork and innovative camera work to convey a sense of unworldliness, particularly during the period we discussed earlier, such as the Matrix Era. Campy CGI was often used in these films, lending them a unique quality. Other aspects include close-up shots, split-screen splicing, one-take shots, slow-motion rotation (also known as Bullet Time), and extensive wirework in the choreography.

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Bullet Time! Sequence

Material Arts is typically the main component of this visual aesthetic, although it is not a new concept in action films. The material arts during the 90s Cool era often combined heavy use of special effects, such as CGI, with fights to create that otherworldly feel. There was also a significant amount of wirework used around this time, which increased even further after the release of Crouching Tiger Hidden Dragon (2000). Here are some cinematic tropes often associated with this aesthetic.

  • Rotating camera shot (AKA Bullet Time)
  • Wire work
  • CGI
  • Abstract Tech set design
  • Muted color palettes
  • Martial arts fight choreography
  • Split screen splicing
  • Quick cuts
  • Slo-mo (slow motion)
  • Lo(-)mo effects

Film[]

Cool Era Movies (1995 - 1996)[]

These are the films from the first wave of the 90s Cool era, before The Matrix Effect really kicked things into motion. However, they still hold relevance as they utilize many of the tropes, techniques, and, eventually, clichés mentioned earlier.

  • Johnny Mnemonic (1995)
  • Hackers (1995)
  • Bad Boys (1995)
  • The Net (1995)
  • The Shooter/Hidden Assassin (1995)
  • Virtuosity (1995)
  • Golden Eye (1995)
  • Screamers (1995)
  • Species (1995)
  • Mortal Kombat (1995)
  • Barb Wire (1996)
  • Escape from L.A. (1996)
  • Eraser (1996)
  • Mission: Impossible (1996)
  • Silent Trigger (1996)

The Matrix Effect Era Movies (1997-2004)[]

This is when things really took off; movies began to adapt this aesthetic fully. It all then accumulated with the release of The Matrix in 1999, although there were films before The Matrix that had very similar styles and tropes that would inspire The Matrix and every other 2000s action/Sci-Fi film going forward.

  • The Fifth Element (1997)
  • Double Team(1997)
  • Mortal Kombat: Annihilation (1997)
  • Face Off (1997)
  • Tomorrow Never Dies (1997)
  • Men in Black (1997)
  • Lost in Space (1998)
  • Species II (1998)
  • Dark City (1998)
  • The Blade Trilogy (1998-2004)
  • Entrapment (1999)
  • Final Voyage (1999)
  • Universal Solider: The Return (1999)
  • Simon Sez (1999)
  • New World Disorder (1999)
  • The Boondock Saints (1999)
  • The Matrix Trilogy (1999-2003)
  • X-Men (2000)
  • Mission: Impossible 2 (2000)
  • Gone in 60 Seconds (2000)
  • Shaft (2000)
  • Art of War (2000)
  • Get Carter (2000)
  • Pitch Black (2000)
  • Romeo Must Die (2000)
  • Charlie's Angels (2000)
  • Alien Fury: Countdown to Invasion (2001)
  • Ghosts of Mars (2001)
  • The One (2001)
  • Lara Croft: Tomb Raider (2001)
  • The Fast and the Furious (2001)
  • Swordfish (2001)
  • Spy Kids series (2001-2003)
  • Resident Evil (2002)
  • Spider-Man (2002)
  • Die Another Day (2002)
  • Rollerball (2002)
  • Men in Black 2 (2002)
  • Minority Report (2002)
  • The Transporter (2002)
  • So Close (2002)
  • Steal (2002)
  • Clockstoppers (2002)
  • Equilibrium (2002)
  • xXx (2002)
  • Daredevil (2003)
  • Agent Cody Banks (2003)
  • Kill Bill Volume 1 & 2 (2003-2004)
  • X2: X-Men United (2003)
  • Terminator 3: Rise of the Machines (2003)
  • Underworld series (2003-2016)
  • The Chronicles of Riddick (2004)
  • The Punisher (2004)
  • Catwoman (2004)

Fading Era Movies (2005-2007)[]

  • V For Vendetta (2005)
  • Sin City (2005)
  • Elektra (2005)
  • Æon Flux (2005)
  • Ultraviolet (2006)
  • X-Men: The Last Stand (2006)

Television[]

Growing Rise of Espionage Style TV[]

This style was also heavily featured in television, particularly in some low-budget TV shows or those centered around an espionage plot. The main aspects of 90s Cool became more noticeable around 1998–99 and continued to gain popularity from there. There was also a heavy emphasis on "girl power" around this time, with TV shows focusing mainly on female protagonists, as well as male protagonists.

  • La Femme Nikita (1997-2001)
  • The Famous Jett Jackson (1998-2001)
  • Harsh Realm (1999-2000)
  • Angel (1999-2004)
  • Dark Angel (2000-2002)
  • Tracker (2001-2002)
  • Alias (2001-2006)
  • 24 (2001-2014)
  • Witchblade (2001-2002)
  • Mutant X (2001-2004)
  • Power Rangers: Time Force (2001)
  • Birds of Prey (2002-2003)
  • Power Rangers: Wild Force (2002)
  • Power Rangers: Ninja Storm (2003)
  • Stripperella (2003)
  • Power Rangers: S.P.D (2005)

Music Videos[]

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Liberty X - Just A Little (Music Video 2002)

From around the time of The Matrix, popular music videos often paid homage to The Matrix or other similarly styled movies. The music videos would usually feature espionage-style aesthetics, latex catsuits, black leather outfits, high-tech gadgets, bullet time, CGI Effects, and lo-mo effects. This was mainly due to the videos being composed as music for the movie soundtrack, hence relating it to a similar theme. This was true in the music video for Lara Croft: Tomb Raider. The popular band U2 released their music video for Elevation, which features significant use of bullet-time techniques that loosely pay homage to both Tomb Raider and The Matrix. Other music videos (especially those released before the Matrix movies) merely referenced the tropes of the era's movies without necessarily name-checking any in particular.

Video Games[]

Mature Gaming Era (1995-2004)[]

During the late 1990s, gaming began to appeal more to late teens and adults, especially with the release of both the PlayStation and PlayStation 2. Video games began to exhibit a noticeable tonal shift towards an "edgy" or "gritty" feel, coinciding with the rise of material-arts-heavy action discussed earlier. Combained with the switch from 2D to 3D, many video games appealed to a more action-orientated audience, ushering in the rise of Mature Gaming with games such as the Grand Theft Auto series (1997–present), the Metal Gear Solid series (1998–present), Max Payne (2001) and Prince of Persia: The Sands of Time (2003).

Matrix-Styled Video Games[]

Like most media during this time, The Matrix influenced video games, with certain aspects of the film seeping into the game design process. Likewise, many action-oriented games incorporated a variety of techniques, including bullet time, slow-motion effects, time splicing, and freeze-frame effects, into their mechanics to create a unique experience. Notably, Max Payne (2001) utilized these techniques heavily, with a significant emphasis on bullet time and time-splicing. Another game that used matrix styled techniques is Prince of Persia: The Sands of Time (2003), in which the player can rewind time before death using a magical time altering dagger, both the Resident Evil and Metal Gear Solid series pre-date The Matrix, but still have uniquely action-orientated mechanics embodied by the 90s Cool aesthetic.

90s Cool Video Games[]
  • Command & Conquer (1995-present)
  • Time Crisis (1995)
  • Mortal Kombat 3 (1995)
  • Quake (1996-present)
  • Resident Evil (1996-present)
  • Golden Eye 007 (1997)
  • Mortal Kombat 4 (1997)
  • Mortal Kombat Mythologies: Sub-Zero (1997)
  • Dino Crisis (1999)
  • GTA II (1999)
  • Hitman: Codename Agent 47 (2000)
  • Mortal Kombat: Special Forces (2000)
  • MDK II (2000)
  • Deus Ex (2000)
  • Xbox BIOS (2001)
  • Grand Theft Auto III (2001)
  • Max Payne (2001)
  • Oni (2001)
  • Spider-Man (Video Game) (2002)
  • Hitman 2: Silent Assassin (2002)
  • Splinter Cell (2002)
  • Mortal Kombat: Deadly Alliance (2002)
  • Time Splitters 2 (2002)
  • Enter The Matrix (2003)
  • Dark Angel (2003)
  • Prince of Persia: The Sands of Time (2003)
  • Underworld: The External War (2004)
  • Jet Li: Rise To Honor (2004)
  • Mortal Kombat: Deception (2004)
  • The Matrix Online (2005-2009)
  • The Matrix: Path of Neo (2005)
  • Mortal Kombat: Shaolin Monks (2005)
  • Mortal Kombat: Armageddon (2006)

Fashion Brands[]

Various fashion brands perfectly capture 90s Cool by being heavily inspired by the Matrix Era, some of which incorporate Y2K/Cybercore aspects, as the style made a comeback in the early 2020s. Another point to note is that these are very high-fashion brands, often featuring designer clothing with a major emphasis on looking cool and futuristic, rather than seeming practical, with heavy East Asian-inspired street clothing influences as well.

  • Rick Owens
  • OH Vault
  • stylesock

Gallery[]

Videos[]

References[]

Navigation[]

Y2K Aesthetics

90s Cool • Bubblegum Dance • Chromecore • Cyber Grunge • Cyber Stylin' • Electropop 08 • FantasY2K • Four Colors • Gen X Soft Club • Low Poly • McBling • Metalheart • Shibuya Punk • Surf Crush • Teenpunk • UrBling • Vectorheart • Webcore • Y2K Futurism

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