Over at IndieWire, A.D. Jameson has written a compelling article about whether or not GIFs (the bitmap image format known as Graphics Interchange Format) can be considered cinema. The piece is miles from a imminently clickable gimmick made to start an argument – Jameson’s case is intelligently and thoroughly argued, and he trots out everything from Bruce Conner’s A Movie to Charles and Ray Eames’s Atlas to make it. While far from a heated question (as Jameson points out, the question of whether or not gifs are movies presumes an argument that does not, in fact, exist), it’s an important one. With something as seemingly simple and trivial as the gif, we can ask not only what something called cinema means in and for the 21st century, but also how moving image communication in the age of the Internet communicates in particularly cinematic terms. So I offer something of a refutation, or perhaps a clarification: gifs are certainly cinematic, but they are considerably more than cinema.