The idea came from a 2015 article in Vanity Fair titled Tinder and the Dawn of the ' Dating Apocalypse, which pointed out how many millennials are dissatisfied with the current climate of online dating.
After reading that, Hinge created Hinge Lab as a dating R&D lab of sorts to better study what single people want and don't want.
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Everybody is hunched over, as if looking at their smartphone or beat from the exhaustion of swiping their love life away.
"This whole world was inspired by everything that we were seeing, and we felt that by doing an animated film," said Katie Hunt, Hinge's chief brand officer.
Faced not only with myriad dating apps like Tinder, Bumble and Coffee Meets Bagel, many have become exhausted with dead-end conversation and even more dead-end swiping. To promote the launch, Hinge created a two-minute animated short film equating dating apps to a carnival because Hinge's research found that many see dating apps as no more than a game.
But it isn't your usual happy-go-lucky kind of place: Visitors walk around the dystopian Tim Burton-esque world.
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Montreal police are urging children who may have been lured into taking sexually explicit videos and photos to come forward following the commencement of a criminal case.
"I found my soul mate, but then swiped left in hopes of finding a better looking soul mate," one joked.
The dark humor shows the serious problem that many young people around the world now face when it comes to online dating. Today, Hinge—a dating app that uses mutual Facebook friends as a better filter for finding a better match—is launching an overhaul of the app that it says could help lead to more chats and, hopefully, more dates.
The new version of the app, which will replace the free model with a -per-month subscription (after three months of free trials), takes some inspiration from Instagram by allowing those who match to comment on the photos a user has posted as a way to engage more organically.