JAWS Still Bites
How JAWS is still teaching us to tell a great story
I've tried to find out who made this photograph of Steven Spielberg in Jaws, but the documentation is muddy at best. It could have been Edith Blake, Louis Goldman, or someone else!
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The opening scene of JAWS had moviegoers screaming, jumping in their seats, and tossing popcorn during its debut in June 1975. Steven Spielberg made generations nervous to swim in the ocean. Yet behind the scenes, he struggled with how to tell this story, fearing it might end his career before it began.
When most people think of JAWS, two things come to mind: the iconic two-note soundtrack and the shark. But the shark doesn't even make its first appearance until an hour and twenty minutes into the movie. Spielberg relied on the illusion of the shark to make us feel like we were swimming in the ocean, moments from being attacked. He did this with something more powerful than CGI and AI: your imagination.
JAWS still holds its bite 50 years later because of three storytelling techniques Spielberg used to make us care about the people of Amity. These are the same approaches you can use to engage audiences in your stories.
Your Imagination is Better Than Any Screenplay
Spielberg believed the film’s success depended on the audience feeling the vast isolation of the ocean. He knew this couldn’t be captured on a soundstage, so he filmed in the Atlantic, off the coast of Martha’s Vineyard. “The tank water doesn't have the same texture or even violence that the ocean has,” he said. “This needed to be a convincing story about a great white shark, because if it wasn't, nobody would believe it."
The ocean was an unforgiving set. Dark clouds ruined sunny scenes. Hours were spent fighting tides and currents to position shots. Boats drifted into frames, interrupting filming for hours. But the biggest challenge came with the 25-foot mechanical shark.
Three models had been successfully tested in freshwater. But once placed in the ocean, salt water corroded their pneumatic pumps. Each shark malfunctioned and sank to the bottom. Frustrated, Spielberg nicknamed them Bruce, after his lawyer. At one point, the crew even briefly considered training a great white shark, but Spielberg realized he needed to rethink the story.
“I had no choice but to figure out how to tell the story without the shark,” Spielberg said. “I just went back to: ‘What would Hitchcock do in a situation like this?’ It’s what we don’t see which is truly frightening.”
The shark’s presence is immediately felt in the opening scene with Chrissie. “I wanted the jerking motion of the first victim to trigger our imagination about what was going on below,” Spielberg said. “I felt that was stronger than showing even a glimpse of fin.”
Water splashes. Music intensifies. Barrels drag across the water’s surface. Boats suddenly lurch forward. The camera films at water level, giving us the shark’s perspective. You feel like a swimmer bobbing in the ocean, sensing the shark’s presence. Your brain fills in the blanks—you smell the surf, taste the saltwater, and feel the pull of the current. Your heart rate increases as your mind screams, “SWIM!”
Great stories engage the senses. Your brain lights up with the same neural activity as though you were living the moment yourself. This neural coupling creates a kind of artificial reality, making your heart race even when sitting on your couch.
So be vivid! Help your audience experience what the character sees, hears, feels, and fears. Don’t just say you were nervous for the presentation. Describe how your heart pounded in your ears, your hand trembled, and your voice cracked. When you immerse your audience in the story, they become more engaged and invested in what happens next.
Make Characters Relatable
JAWS is full of memorable characters. Mayor Larry is concerned about keeping the beaches open for tourists and protecting Amity’s financial stability. Police Chief Brody tries to balance protecting the town from the shark and the townspeople from hurting each other while hunting it. Researcher Matt Hooper wants to protect against the threat sharks pose. Orca ship owner Quint has a personal vendetta because fellow servicemen were killed by sharks when the U.S.S. Indianapolis sank.
Characters become relatable when we understand what drives their choices and behaviors. With the right context, we can relate to their decisions, even if we don't agree with them. When characters lack relatability, we're pulled out of the story, and it begins to unravel. Behavior that jumps the shark (sorry, I had to) doesn’t feel believable or grounded without context.
The audience doesn’t have to like a character, but they do need to understand what motivates them. Characters feel familiar when we grasp their desires, emotions, and what's at stake. Their flaws, insecurities, and struggles give insight into their actions. These moments spark empathy, invite the audience to reflect on their experiences, and draw them deeper into the story.
Stories Build and Release Tension
The soundtrack in JAWS is as much a character as the shark. The music builds tension, pulling us to the edge of our seats. In one scene, we brace for a shark attack, only to learn it’s two kids swimming with a fake fin as a prank. The twist releases the tension. It builds again as the real shark appears and attacks a boater. Suspense is rebuilt in an instant.
Great stories work the same way: they build and release tension by piquing curiosity and delivering the unexpected. These moments hold our attention. Plot twists, surprises, unexpected details, and “I didn’t see that coming!” moments light up the brain and spark the question, “And then what happened?” It’s this dance between curiosity and surprise that keeps audiences engaged.
Not every story needs a dramatic shark attack. Tension might come from a first job wrapping presents in a department store and being asked to wrap a bicycle. In most workplaces, conflict is subtle: a difficult conversation, tension between coworkers, or a problem without an obvious solution. Lean into the struggle and show what’s at stake. Include the details that make the audience wonder, “What did you do?”
Don’t just share facts. Tell a story that hooks your audience and doesn’t let go.
When you’re ready, reach out to learn how to be a more memorable communicator or tell stories with data.
