We have less than three weeks until Iron Man opens in theaters, but the way people are talking about the film today, that might be too long. Regardless of how subversive the comic book adaptation may be (check out Paul’s thoughts from yesterday), or otherwise how intelligent a blockbuster it is (according to an exhibitor, quoted here by Anne Thompson), or how “pretty darn amazing!!!!!” it is to a more mainstream, don’t-care-if-it’s-intelligent-as-long-as-it’s-awesome crowd (such as includes those who send reactions to AICN), the fact of the matter is that we may have already accepted the movie as all these things well before even seeing the whole thing. The big, hairy guy from Ireland, Karl Hungus, sums up his feelings of saturation, sparked by this latest hero-becomes-familiar-with-his-powers clip, on his blog (via IMDb):
The problem is, with all this cool stuff being flung at us, is there going to be any cool left to blow us away when the film finally hits? I know, this isn’t the first time I’ve said this, but there’s just so many new promo shots and trailers/TV spots being published, the main villain being revealed, the clips with the tank, battles being shown and now a lot of the development of the armour as well, my worry is growing that the final product will be ruined.
Sure, as Hungus says himself, this is a familiar quip about modern trailers and other marketing onslaughts of late, but it is nonetheless interesting in the context of a tentpole like Iron Man. Plus, it goes along with the comedic yet poignant message of The Onion lampoon featured above. But it’s only funny until we’re all sitting in the theater bored once again with numerous scenes we’re already too familiar with.
How many lesser movies’ failures have been blamed on their overbearing campaigns? I don’t doubt that Iron Man could make the $200 million it’s expected to gross. And I’m sure that as a non-sequel, based-on-a-less-familiar-superhero movie that it probably wouldn’t be as highly anticipated without the success of the trailer. So, what’s the problem? Even with a backlash, Iron Man seems set to please at least Paramount, a studio that, after Cloverfield (which still never even broke $100 million, yet is considered a success), should have every right to seemingly go overboard with its marketing campaigns.
With the obligatory springtime cry of “box office slump!” appearing on the wire this morning, all of Hollywood should be pleased with the promise of an approaching hit, especially the kind that hits huge on the first weekend and who-cares-what-happens afterward. And even if audiences are underwhelmed because the actual movie offers nothing really new, they too won’t care a week later when Speed Racer opens, or, more importantly to Paramount, a few weeks later when the studio’s bigger blockbuster, Indiana Jones and the Kingdom of the Crystal Skull comes out.
Certainly, due to human nature, and more so due to marketing nature, any kind of high anticipation and expectation is going to be typically met with disappointment, so I shouldn’t be surprised if Iron Man isn’t what I’m hoping for. But just to put things in perspective, I want to call more attention to the words of AICN contributor “Hung Lo”:
Go see it, it is good, just a little disappointing is all. It is still better than Spiderman 3, Superman Returns and X3 combines. Next time I just hope they hire a more competent director. Not that Favs was bad, he showed that he respects the character a lot, (Hell he is even in a few scenes early on a Starks driver) but it could have been so much more in more capable hands.
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