People have affinities for a particular architectural style. When they go to buy or rent a house, they look to see if it matches their sense of aesthetic. Does it seem cozy, or clean, opulent, or Spartan? Different qualities are attributed to various styles, each depending on the person viewing the architecture. However, some common themes tend to stick to different architectural eras and styles as a societal association.
It can be interesting to look at different architectural styles and see the society created associations that they evoke. Victorian buildings implicate, depending on the specific style, romance or horror. Many horror films, especially those about vampires or werewolves look to Victorian mansions for their settings. Castles, as a general architectural theme rather than a specific style, also provide a good backdrop for these genres. If one wishes to look for a good place to film a flapper feature, one should look towards Art Deco. Films are often the showcase for architectural associations.
While past styles have culturally ingrained implications, more modern architecture has more variety in the response people have. Some may look at a modern skyscraper in metal and glass and think it cold. Others may see a building that feels fresh and filled with aspiration. Again, these buildings make great backdrops in film. However, they are a bit more of a blank canvas for producers and directors since they don’t have the ingrained association, not yet at least. One could argue that any new style is a blank canvas for artists using the buildings as a backdrop. It will be interesting to see what associations will be attributed to the current architecture forms and what new forms will come about.