MIKE MILLS BOX SET LISTS AT $124.95, HALF OFF THIS WEEK

A sneaker resells for triple retail within a day. Criterion's new Mike Mills box set pulled the same trick in three, dropping at $124.95 on July 21 and landing at half off by July 23. That is drop culture, and it just annexed film media.

July 21. Three Films. One $124.95 Box.

I'll Remind You of Everything: The Films of Mike Mills is Criterion spine number 1322, released July 21, 2026. It collects three films, Beginners, 20th Century Women, and C'mon C'mon, each remastered in 4K and supervised by director Mike Mills himself. Beginners premiered at the Toronto International Film Festival in 2010, and Christopher Plummer's supporting turn as a father coming out late in life won him the Academy Award in 2012, making him, at 82, the oldest acting winner in Oscar history. 20th Century Women, from 2016, puts Annette Bening, Greta Gerwig, and Elle Fanning around a teenage Mills stand in raised by three women in 1979 Santa Barbara. C'mon C'mon, from 2021, follows Joaquin Phoenix and Gaby Hoffmann across the country in black and white. The set lists at $124.95 for the 4K UHD and Blu ray combo, or $99.95 for Blu ray alone, and it arrives as physical media sales climb across formats, from compact discs to vinyl to now a director's own archive.

Mike Mills Drew Air's Moon Safari Before He Directed a Frame

Mike Mills was a graphic designer for a decade before Beginners made him a filmmaker, and his most famous cover art still spins on turntables today. He illustrated Air's 1998 debut Moon Safari and directed several of the French duo's music videos, including Sexy Boy and Kelly Watch the Stars, years before Thumbsucker became his first feature film in 2005. He returned to music design in 2019, working with The National on I Am Easy to Find, an album released alongside a Mills directed short film. The new Criterion cover for this box, credited to Mills and illustrator Osk, comes from the same hand that shaped one of the most collected album sleeves of the 1990s. That history is why this box reads less like a studio archive project and more like an artist controlling his own reissue, the same leverage a musician holds over a vinyl repress.

Barnes and Noble Runs This Discount Twice a Year, Not Every Month

Barnes and Noble puts every Criterion title at 50 percent off only twice a year, in July and November, and this window closes July 26. Criterion runs its own flash sales directly on criterion.com throughout the year, but those last 24 hours and sell online only, while the Barnes and Noble version runs a full month inside the country's largest physical Criterion retailer. The same week Hollywood keeps testing what a movie is worth without a disc at all, as Neon's forty million dollar pickup of Sam Altman's shelved film shows, Criterion is betting the opposite bet: charge full price twice a year, then build urgency around owning the object forever.

$124.95 Becomes About $62 Through July 26

The box set's list price is $124.95, and Barnes and Noble's 50 percent cut runs it down to about $62 through July 26. Three days remained on that clock as of this writing, the same manufactured urgency that drives a hyped sneaker restock or a limited vinyl variant. Criterion has run this exact discount every July and November for years, training collectors to wait for the window instead of paying list. It is the same behavior that pushes drawings and jerseys toward third party grading services once a market decides an object is worth authenticating and holding onto. A film box set does not get graded by PSA, but it gets the same treatment now, a release date, a price, a countdown, and a shelf life measured in days, not seasons.

Call this early, not tired. Film collecting has lagged sneakers and vinyl by roughly a decade, and a $124.95 box sliding to half off inside 48 hours is the clearest signal yet that drop economics have crossed all the way over. Mills built the cover himself, the same way an artist controls a vinyl variant, and Barnes and Noble supplied the countdown clock. The next Criterion sale lands in November. Watch how fast that one moves before then.