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  • Too Much Viral Marketing?

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    Under discussion:

    The Dark Knight  (2008)

    There’s an article in The Hollywood Reporter today (speaking of which, anyone besides me hate their new site layout?) about how viral marketing “has gone positively bubonic.” And I’m glad someone is writing about how annoying it has gotten. Not only is it too common nowadays, but the THR piece discusses how “exhausting” the campaigns are, too, claiming that suddenly following a movie’s marketing feels like doing homework.

    After watching the video (above) of an MTV intern’s experience of Monday’s Dark Knight viral marketing stunt, I have to give its puzzling game (which I had mentioned I’m too lazy patient to bother with) a little more credit, yet I still am flabbergasted that so many people are so invested and have so much time to waste that things like this actually work. The thing is, though, that it might only be working for people who are already anticipating the movie being marketed:

    But are these elaborate schemes worth the resources the studios devote to them. Even among the most dyed-in-the-wool fans, it is hard to believe too many have the time or inclination to justify all this. And even if they did, what sense is there in pitching woo so fervently to an audience already guaranteed to show up to theaters? Maybe money is better spent targeting audience segments that aren’t as likely to buy tickets.

    And as for those movies that don’t have a built-in audience, is it worth it? I wonder how many people are really enticed by secretive advertisements that mention a website but no actual film title. Personally, I think that’s a bit counterproductive. At least have the title or some suggestion of what you’re selling.

    And here’s why: in the last couple weeks I’ve been seeing mysterious billboards and posters for something I figured was a movie called Piedmont. But due to my distaste for viral marketing lately I decided that I wasn’t actually curious enough to bother finding out what it was. In fact, if I did find out what the film was, I was planning to boycott the thing.

    Anyway, today, for this post only, I decided to figure out what the ads are for. And it took me awhile, because other than “Piedmont” I couldn’t remember what the too-wordy website was called nor what the ads actually had said. Then, when I finally located the website, it gave not one hint about what the product is. After a bit of research, I’ve learned it’s not even a movie, though I’m still not completely clear what it is (according to its Terms page, it’s “a web-administered alternate reality game that will be conducted across various media, including on the World Wide Web.”

    So when other types of products are using similar strategies, I think it mucks up the viral marketing concept even more. It’s definitely time to tone down the idea for awhile.


    Originally posted on:SpoutBlog

  • Soderbergh’s Che Films Likened to Lawrence of Arabia

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    Guerrilla  (2008)

    The Argentine  (2008)

    It may seem a bit early to write 1700+ words on the greatness of Steven Soderbergh’s two-part Che Guevara epic, especially without having actually seen the films (titled The Argentine and Guerrilla), but that couldn’t stop Jeff Wells from contributing such a piece to The Huffington Post yesterday. At least the guy has read the screenplays, both penned by Peter Buchman, but otherwise it’s all a lot of confident speculation and hopeful anticipation, particularly for Benicio Del Toro’s performance, which Wells is sure will be garner Oscar talk (didn’t the casting alone garner such talk two years back?):

    With Benicio del Toro, the moody and mesmerizing Marlon Brando-ish actor whose work keeps getting deeper and more fascinating, all but certain to stir Oscar talk for his performance as Ernesto “Che” Guevara, the legendary Argentine/Cuban firebrand. Even if the Che movies turn out to be problematic, Del Toro can’t not whip ass. He’s too strange, too gifted. Guevara is too perfect a role for him. All the stars and planets are aligned.

    Wells may actually be more excited about these films than anyone has ever been excited about one film (let alone two) and he goes so far as to compare the two films to Lawrence of Arabia. Basically he just likens the Che character arc to that of T.E. Lawrence and so calls the films “Lawrence of Latin America”, though it’s pretty evident that Wells is really thinking Soderbergh’s epic will be as great as David Lean’s. He even suggests that whichever distributor ends up releasing the film do so as “a single, gargantuan Lawrence of Arabia-styled deal with an intermission, running between four or four and a half hours? Initially shown on a reserved-seat basis with a Maurice Jarre-type score with an overture, entre’acte and exit music? You know…for old times’ sake?”

    Unfortunately for Wells, the films will likely be given separate releases. Although, from the way Wells makes it sound, the films could barely even be picked up for any kind of release, as the distributors aren’t nearly as excited as he is:

    No U.S. distributor has signed on, in part over concerns about the Spanish-language dialogue (American audiences are notoriously “rural” in their attitudes about subtitles), and in part because it’s been determined by Soderbergh that the films have to be seen as a two-part whole with their release to occur within weeks or possibly days of each other. Given the indisputable fact that we are living in the most dumbed-down era of American moviegoing (certainly in terms of the mass audience) since the invention of the movie camera, how many popcorn-munchers are going to be willing, much less eager, to go four hours plus with Che Guevara? Especially given their reluctance to support even Quentin Tarantino and Robert Rodrigeuz’s Grindhouse, a two-part, three-hour popcorn movie about hot women, zombies and car chases?

    Certainly he’s exaggerating the lack of appeal for these films, just as he’s overreacting in his extreme excitement for them sight unseen. I believe they will be great, and I believe that they’ll be successful, but let’s let the pair of epics premiere at Cannes before we go overboard, shall we? Alright, well, I guess considering yesterday the internet was already all abuzz about Soderbergh’s post-Che project that Wells can be forgiven for jumping the gun.


    Originally posted on:SpoutBlog

  • Cannes Bookends: Trade Roughage 08/29/08

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    Blindness  (2008)

    • Blindness posterConfirmation came yesterday afternoon that the films long expected to open and close the Cannes Film Festival, Fernando Meirelles’ Blindness and Barry Levinson’s What Just Happened?, will in fact do so, despite recent rumors that the latter film had been nixed due to its post-Sundance loser taint.
    • Magnolia has purchased Wayne Wang’s A Thousand Years of Good Prayers, which premiered last fall at the Toronto Film Festival.
    • At Tribeca, IFC has selected the “Spanish-language psychological thriller” Fermat’s Room for its Festival Direct video-on-demand only program.

    Originally posted on:SpoutBlog