A large number of people still see memory as a video-type replay of events; but, on a molecular level, the act of recalling an memory is nearly identical to the initial creation of that memory. Every time we remember we recreate. This is also related to how we process fictional narrative.
Here is a good article looking at recent neuroscientific discoveries on the nature of memory. It discusses the implications for how we may understand memory in the future, including the possibility that there may one day be a pill to help us forget specific events.
This article is long, but worth the time. Please note that this is not a peer reviewed scientific article, but has some interesting point in it that could be followed up, and a sometimes fiery comment section.