Movies I Don’t Believe Will Ever Come Out

In the last couple of weeks, director Terry Gilliam has been making the press rounds talking about his film Jabberwocky, which recently received a new edition from the Criterion Collection. As part of that he’s also updated everyone on the status of The Man Who Killed Don Quixote, a film he’s been working on to one extent or another for almost two decades.

For those not familiar with the project, The Man Who Killed Don Quixote was first developed by Gilliam and writer Toni Grisoni in the late 1990s with Jean Rochefort playing the titular hero and Johnny Depp a 21st-century marketing professional who’s sent back in time, finding himself teamed with Quixote. Almost immediate the production was beset by problems of various kinds that caused delays, budget overruns and more, ultimately leading to it being shut down. Much of this is chronicled in the documentary Lost in La Mancha, released around 2003 as a standalone film after originally being conceived as a “making of” feature for the film’s eventual DVD release.

With filming finally finished – including a whole new cast, of course – and test screenings happening now according to Gilliam, it seems the film could finally see the light of day after 20 years of false starts and well-intentioned promises. There are still legal issues that are plaguing that release, but we’re closer than we have been.

Gilliam’s comments about this long-gestating film put me in mind of other movies that have been promised by the talent involved for long periods of time but which never seem to get off the ground.

Gambit

Ever since the popular X-Men character first appeared on screen in X-Men: Origins – Wolverine (Writer’s Strike) as portrayed by Taylor Kitsch, fans have been clamoring for a solo film that would be a bit more authentic and true to the character’s comic book incarnation. In 2014 Channing Tatum, still riding a high after Magic Mike and a few other well-received roles, announced he was interested in starring in that film. He’s been attached to it ever since.

gambit

The movie has moved in and out of production more times than a family in witness protection changes houses. Doug Liman was initially attached to direct but left the project a couple years ago. Since then a few different directors have been approached or rumored but it wasn’t until earlier this year that Gore Verbinski finally took on the project. Fox recently set a February 2019 release date and cast Lizzy Caplan as an unidentified character. Reports have emerged recently that production has started but I remain skeptical.

Avatar 2, 3,4, 5 (…) 78, 79 or 80

You’d think that making a sequel to the biggest movie of all time would be a no-brainer. But if anyone was capable of overthinking such a project, it was director James Cameron.

Sequels to the 2009 3D blockbuster have been discussed since about a week after that first film hit theaters. If that initial schedule had held, the first sequel would have come out in 2014. As it is we’re still waiting for what’s now a 2020 release, with a third installment coming in 2021 since both films are being shot at the same time.

avatar

Those films are reportedly in preliminary production now but that doesn’t mean Cameron can’t shut the whole thing down at any time because the cameras are two ounces heavier than they need to be to get the shot he’s been planning for 14 years.

Die Hard: Year One

Announced in late 2015, this prequel is reportedly the combination of elements of stories from previously-scrapped film projects as well as a TV series that went nowhere telling the story of a young New York cop named John McClaine. Ever since news broke of it being planned people have wondered how it wouldn’t completely ruin the first Die Hard since that story was premised on McClaine being totally out of his element in a high-stakes terrorist situation. Any prequel story is going to have to make it seem as if he had the necessary skills all along, which takes the magic away from the original.

die hard

Len Wiseman has been attached to direct but that’s about it, with no other cast announced or story shared. That makes the 2018 release that has been planned unlikely. I’d be shocked if this one didn’t die of inertia and complete lack of interest.

Black Adam

Dwayne “The Rock” Johnson has been signed to play Black Adam, a magical villain from the DC Comics universe, in a movie for years now. He’s been teasing it repeatedly on his social media accounts, offering the occasional update that seems as if he’s gearing up for it any minute now, including hints he would appear in other movies before one featuring Shazam, his arch-rival, could get off the ground. Just as that project picked up speed, it was announced by DC’s Geoff Johns that it would not star Johnson or feature Black Adam.

black adam

That makes it unclear who Shazam will square off against in the solo movie coming in 2019 and starring Zachary Levi as the hero. Black Adam was also given his own film, likely due to the actor’s stature and popularity, though a release date for that remains in limbo. There are rumors he could appear in Suicide Squad 2, though those are unconfirmed and would seem to have the same issues that spiked his appearance in Shazam. Until this is officially on a release calendar I’m not convinced it’s actually happening given the ups and downs to date.

Chris Thilk is a freelance writer and content strategist who lives in the Chicago suburbs.

Darkest Hour – Marketing Recap

darkest hour poster 3Winston Churchill is having his moment in the spotlight. His presence was felt, though not seen, in Christopher Nolan’s Dunkirk earlier this year and has appeared in a couple different TV shows recently, including Netflix’s “The Crown.” Now an integral part of Churchill’s life is coming to the big screen as he’s played by Gary Oldman in director Joe Wright’s Darkest Hour.

The movie follows Churchill in the time immediately before and after he becomes Prime Minister of Great Britain. That’s the same time Nazi Germany is rolling across Europe, a fate some in British government wish to avoid by signing a peace treaty. Having seen how Hitler has honored other treaties, Churchill insists on rejecting that approach and instead using the military to stand against encroaching fascism. To do so he’ll have to rally not only the government but the nation.

The Posters

“Never never never surrender” is the copy on the U.S. one-sheet, with that copy laid over a red-tinted photo of Oldman as Churchill. That’s a powerful message, especially in today’s political climate. The message at the top makes it clear that this comes from the director of Atonement, which should help draw in the fans of that movie.

Another handful of posters came later. One proclaimed Churchill as “A man with the heart of a nation” as it showed Oldman in character, his face largely obscured by a huge trail of smoke emanating from his cigar. Another showed only the bottom of his face and used the copy “Never give up. Never give in.” A third showed more of the man himself, with similar copy used. All make sure you know this comes from the director of Atonement.

The Trailers

As the trailer starts we hear how those in power don’t really care for Churchill or his policies or politics. Still, he’s been selected and he immediately inherits a calamitous situation in the war. While those around him are talking peace and negotiations, he pushes for continued resolve to avoid a fate worse than defeat.

It’s all very tense, a feeling that’s aided by the mounting music. These are moments anyone who’s paid attention in high school social studies class should recognize and Oldman brings them to life wonderfully. Wright’s usual cinematic flair is also on display here and that’s a substantial draw.

Another short trailer shows the obstacles, especially those internally, Churchill faced as he assumed power. It’s meant to be very tense, with the tick-tock beat and the constant cutting away from his political machinations and footage from the war he was trying to win.

Online and Social

The primary trailer opens the official website. Close that and you’re taken to a landing page featuring full-screen video clips in the background, promos to buy tickets or subscribe to the Focus Features newsletter as fellas links to the movie’s Facebook, Twitter and Instagram feed.

Scroll down the page and you see the standard Focus site template. Content starts with an “About” synopsis and cast list but then photos, social updates, videos, review quotes and other material is mixed together in the usual style. Many of the behind-the-scenes production photos are presented in black-and-white, giving them the appearance of being historical, or at least showing them in a way that evokes the history being told.

Advertising and Cross-Promotions

There are a few online ads I’ve seen that have used variations on the key art as well as a handful of social ads that repurposed the trailers. No TV spots appear to have been run, or if they did they’re not being made available online.

Media and Publicity

The first look at the movie presented an almost-unrecognizable Oldman in character as Churchill. The movie was announced as one of those that would screen at the Toronto International Film Festival as well as at Telluride.

The movie’s appearance at Telluride resulted in generally positive reviews and praise for Oldman’s performance as Churchill, which was pegged as a potential awards contender. While at TIFF, Thomas spoke extensively about the research she did into who Clementine was and the relationship she and her husband had, as well as how the production reignited her desire to work in films again. Both Oldman and Thomas also talked about the intimidation they felt taking on two such powerful historical figures.

In conjunction with some efforts by Focus Features to actively involve them, descendants of the Churchills, as well as experts in the history of the period, endorsed the film as largely accurate, giving it their seal of approval.

Writer/author Anthony McCarten addressed the reality that there’s a wave of Churchill projects in popular culture right now, something he attributed to nostalgia for the days when leaders took decisive and defiant stances, not walking back statements when they turn out to be less popular than intended.

Oldman did some media appearances, as did Thomas, showing up on late night talk shows to promote the movie and engage in hijinks with the hosts. He also continued talking about how difficult the role was physically, both from a makeup point of view and just the effort to embody Churchill and his mannerisms.

There was also a profile of Lily James, who plays Churchill’s loyal secretary in the movie, where she talked about researching the real person, working with Oldman and more. Thomas talked about doing the same sort of research into Clementine Churchill as well as her insistence that the character in the story be just as fully fleshed-out and integral as the woman was in real life. Wright also spoke about the challenges of production, including sometimes showing Churchill to be less than perfect.

Overall

You can argue that the last thing the world needs is an overwrought period drama. Some people in our current surreal political world may even argue that there were fine people on both sides and that glorifying Churchill means discounting the viewpoints of those on the other side of…World War II. I’m struck, though, by the comments made by McCarten when he mentions that the world is lacking decisive leaders willing to take a stand for what they know to be right for everyone, not just themselves.

That message is there in the campaign, even if it’s not at the forefront. Watch the trailer and you hear Churchill’s critics deride him as being interested only in self-aggrandizement. He’s not afraid to take on the burden of making the hard calls and ruffling the feathers of anyone who would try to lead him down a more cautious path. If the audience isn’t too busy seeking fluffy entertainment that distracts them from the problems of the world this weekend, it might just find inspiration in this story.

Chris Thilk is a freelance writer and content strategist who lives in the Chicago suburbs.

What Happened to Justice League?

When Even Aquaman Shouting “My man!” Can’t Save a Movie

aquaman my manJustice League should have been a slam-dunk. Just days before it was released projections had it earning somewhere around $110 million in its opening weekend. That would have been decent, more than Wonder Woman but less than both Batman v Superman: Dawn of Justice and Suicide Squad. Not great, but clearing the $100 million mark domestically is always important from an optics point of view, particularly when the production budget was reportedly somewhere around $300 million. As it stands now it is, instead, the worst-performing entry in the DC Cinematic Universe, or whatever we’re calling it.

So what happened? How do you fail to capitalize on the promise of assembling some of the best-known superheroes in popular culture into a single film? We know this works because The Avengers did it just five years ago. Turns out there are a variety of factors that lead to Justice League underperforming, and that’s without even counting

Whatever Happened To The Man of Tomorrow?

Batman v Superman was supposed to begin the march toward a full-fledged team film by bringing Superman (Henry Cavill), who we already met in 2013’s Man of Steel, into contact with Batman (Ben Affleck), making his debut in the role. And both of them were going to meet Wonder Woman (Gal Gadot), also in her first outing. Hence the “Dawn of Justice” subtitle. But if you saw BvS you know that Superman’s status is, like any given Chicago Bears quarterback, unavailable.

superman man of steel

The hero was kept out of almost the entire marketing campaign save for, notably one trailer just weeks before release where he seems to be appearing only as a figment of Lois Lane’s (Amy Adams) imagination. But you can’t do Justice League without Superman and everyone knew it. He still showed up on consumer product packaging and in a couple early promotional images. So everyone knew he would show up, no matter what the campaign was trying to tell us. Not only does it seem like a misstep to keep your heaviest hitter benched, but until the final trailer his absence wasn’t even noted by the other characters or offered as a motivation.

Crisis On Infinite Earths

Marvel Studios has taken pains to make sure everyone knows its various TV and streaming shows do take place in the same world of The Avengers, even if references are only oblique and we’re reminded that no, Luke Cage will not be appearing in Infinity War because…reasons. Still, it’s a cohesive universe that became more so in the last year as Sony agreed to allow Spider-Man to appear in Captain America: Civil War, a cameo that paid off with this past summer’s Spider-Man: Homecoming, which co-starred Robert Downey Jr. as Tony Stark/Iron Man.

the flash tv

Contrast that to the fragmented approach of DC Entertainment (Disclosure: For four years I worked with DC in my role at a PR agency), where the plethora of TV shows are not only disconnected from the movies but largely from each other. So Ezra Miller plays The Flash in Justice League but Grant Gustin has been playing him on TV for three years now. Until last year, “Supergirl” was almost wholly separate from other DC shows until it moved from CBS to The CW, home of “Arrow” and others. “Gotham” is still doing its own thing. And DC/Warner Bros. recently announced it would create a new label for movies based on DC characters that weren’t connected to the Justice League world of characters. Not only does having multiple actors play the same character in different media cause confusion, the difference in tone from to the other is a bit jarring.

A League of One

The success, both critical and popular, of Wonder Woman just a few months ago should have opened the door for Justice League even further. Everyone loved Gadot’s enthusiastic portrayal that showed how love and the desire to protect is just as, if not more, powerful than motivations rooted in revenge and pain.

wonder woman movie

It turns out that *is* what people wanted and they weren’t so interested in gritty, CGI-rendered battle sequences against hordes of winged invaders with vague motives. In fact if you look back at Wonder Woman reactions, the final battle against Horned Bad Dude V7.3 is often called out as the weakest part of the film. It was never going to be possible to pivot Justice League entirely to account for what the audience loved about Wonder Woman, but there also wasn’t much of a change in the marketing for the team film to put her in more of a prominent role.

New World Order

Back in the day, the period between mid-October and Christmas was largely one for “serious” films vying for awards nominations. All the blockbusters were finishing up their last runs to make way for character-driven dramas and biopics until a few family-friendly films were released in time for Christmas vacation to start. Now, though, the blockbuster season runs all year, or at least March through December.

thor ragnorak pic

That means Justice League was facing some pretty stiff box-office competition. Thor: Ragnarok is still going strong and came in third over the weekend, even though it’s dropped by 53% and 61% respectively in the weeks since it came out. The family drama Wonder came in second with a strong $27 million, showing that well-reviewed counter-programming against big-budget superhero action can still work when done well. The problem is, there was really no way for DC/WB to avoid Disney entirely. If it had pushed Justice League any further it would have opened against Disney/Pixar’s Coco this week or started to get too close to Star Wars: The Last Jedi.

[Retailers: Creator and Artwork In Solicitations May Change]

justice league logoEarly on in the Justice League production – and publicity – process, director Zack Snyder and others talked about how it was going to be shot as one massive production but split into two films, one released now and the other six months or so into 2018. That was eventually discarded.

aquaman unite the sevenAlso early on, a poster showing Jason Momoa as Aquaman was released with the copy “Unite the Seven.” It was widely believed that was a reference to seven heroes coming together. The Justice League campaign only showed five heroes, not including Superman, and this was retconned to refer to the “seven seas” but that’s not how it was initially received.

Snyder, because of a family tragedy, had to bow out of post-production and reshoots and so Warner Bros. brought on Joss Whedon to both write new sequences and film additional footage.

ben affleck batman justice leagueAffleck’s future as Batman changes weekly. At one point he was both writing and directing a solo film that was supposed to come out before Justice League but was pushed to later. Now he’s doing neither and may not even play the character again.

In short, there’s been a lot of uncertainty around the movie that has been very public and which can’t help but have shaded the public’s pre-release opinion of it. Not even the withholding of the movie’s Rotten Tomatoes score until the day before release (a hugely controversial tactic) could change that.

Hard-Traveled Tales

So where does DC/WB go from here? Here’s what’s already in the works:

  • Wonder Woman 2 (for which Gadot hasn’t yet even signed, though director Patty Jenkins has) doesn’t come out for another two years.
  • Momoa will reprise his role as Aquaman in a solo film scheduled for next year, though it may be reshot to just be him shouting “MY MAN!” to various characters (not really, but it should be).
  • The Batman, initially Affleck’s project, is now helmed by Matt Reeves and was essentially restarted by him.
  • Zachary Levi will play the title role in SHAZAM! next year as well, marking that character’s debut.
  • Whedon was hired months ago to write and direct a Batgirl movie.
  • There are rumors of a Superman: Red Son feature adaptation.
  • Director Todd Phillips could helm a Joker solo movie that does not star Jared Leto, who played the character in Suicide Squad, part of that “Elseworlds” cinematic strategy.
  • Miller is slated to play The Flash again in a solo movie tentatively titled Flashpoint and based on that 2011 story that reset the DC comics universe.
  • Ray Fisher is also scheduled to play Cyborg again in a 2020 solo film.

justice league kingdom come

What we’re seeing are the issues that come up when a studio sets so many films so far in advance before seeing if that’s what the audience is actually interested in. We’re also seeing that play out at Universal, where a planned “Dark Universe” series of films was planned to follow The Mummy but that movie’s poor showing may have scuttled that series before it really began.

Not all of the projects above will come to fruition and some will change drastically before hitting theaters. As I mentioned, part of the problem with Justice League is that people reacted much differently to Wonder Woman’s tone than they did Batman v Superman or Suicide Squad. To date, Zack Snyder has played a large role in defining the tone and approach of the movies, but I’d be surprised if that didn’t change after Aquaman as it becomes clear that vision doesn’t translate to guaranteed box-office success and often leads to a critical drubbing.

Coco – Marketing Recap

coco poster 6Miguel (voiced by Anthony Gonzalez), feels the draw of music on his soul in the new Disney/Pixar release Coco. He idolizes his late ancestor, the famous singer and actor Ernesto de la Cruz (Benjamin Bratt) but has to keep his passion secret because his grandmother and others strictly forbid music in their house and lives on any level.

One day while visiting Cruz’s local memorial Miguel suddenly finds himself transported to the mysterious Land of the Dead, where he’s the only living soul around. He has to enlist the help of both his ancestors and a friendly skeleton named Hector (Gael Garcia Bernal) to make his way out and back to the living world before he becomes a permanent resident of the afterlife.

The Posters

The first poster is concerned primarily with establishing the setting, showing Miguel’s pet dog against a wall adorned with the title treatment. The guitar that informs the story sits propped against the wall and patting the dog’s head is a skeletal hand. A few paper cutouts depicting various scenes provide some clues as to the story in a nice, subtle way.

The next poster shows the young boy walking down the street, his beloved guitar hanging off his back and his dog by his side. The dog is looking behind them at their reflection in a puddle that shows the spirit world they’ll come to visit, a couple of skeletal residents of that world visible there. It’s still super-colorful, keeping up the brand identity established earlier but does more here to hint that there’s something a bit spooky lurking in the story as well. Interestingly there are no other Pixar movies name-dropped here.

The theatrical poster puts the whole cast around the guitar that’s central to the story. The land of the living is on one side while the land of the dead is on the other, showing the two settings of the story.

Another shows Miguel and the skeletal musician he befriends in the Land of the Dead walking along a brightly-colored bridge, the rest of the characters in the background.

The Trailers

The first trailer starts off by showing us that Miguel is a big fan of singer/actor Ernesto de la Cruz, watching his old show in a room dedicated to his idol. He travels to a shrine to the later actor and steals the guitar that is still there. Playing it transports him to the land of the dead. That’s about all that’s offered here, as the implications of doing so or what Miguel is searching for aren’t explained in this first look.

A short released a bit after that called “Dante’s Lunch” introduced us a bit more to the dog in the movie as he has some unfortunate experiences with a bone he’s trying to gnaw on.

The second trailer starts off by focusing on the supernatural, talking about how the dead come back to our world once a year, but that Miguel is going to be the first to go in the other direction. From there on out it’s about his confusion and sense of wonder at being among all these skeletons, ghosts and other souls of the departed.

The next trailer starts of with Miguel needing to hide his love of music due to his family’s history. He’s transported to the Land of the Dead, where he meets the deceased members of his family who, along with others, help him navigate this strange place and find his famous great-grandfather before he’s stuck there forever. It’s bright and colorful and sells the movie well, showing off the fantastic visuals it offers the audience.

The final trailer, released just a few weeks before the movie hit theaters, has Miguel making nice with his family as they prepare for the Day of the Dead. He needs to hide his artistic tendencies and eventually winds up in the Land of the Dead, where he has to escape and embrace who he is before it’s too late. “Nothing is more important than family” is the theme here that’s hit repeatedly.

Online and Social

The colorful key art sits atop the movie’s official website, showing Miguel and Dante exploring the colorful Land of the Dead. Scroll down and you can watch the final trailer, which is something you really should do.

There’s a brief synopsis that’s followed by a series of videos featuring various Disney talent talking about the movie, interviewing its actors, sharing set visits and more. The site ends with an extensive list of promotional partner companies.

They are unlisted on the hub site but there were Facebook, Twitter and Instagram profiles created for the film as well.

A virtual reality experience was announced, including a trailer, at Facebook’s recent Oculus Connect developer event, allowing players to explore the Land of the Dead that’s featured in the movie. More details on that execution were revealed when it was finally released to widespread acclaim.

Advertising and Cross-Promotions

The first TV spot positioned the movie as exploring the one world Pixar hasn’t gone to yet, namely the land beyond the veil of death. It’s part of the studio’s usual approach, which is to tie each movie into as many of its previous films as possible.

There were a number of promotional partners for the film, including:

  • Ancestry.com, which had directors Adrien Molina and Lee Unkrich along with producer Darla Anderson explore their own family tree using the site’s DNA test and archive of records. It also created a portal where you could trace Miguel’s family and begin the process of finding your own ancestors. It also published posts like this on its blog that talked specifically about Mexican heritage, mentioning the movie as it did so. The effort was supported by TV ads including this commercial. The company was mentioned frequently on the movie’s social media accounts, with various promotions and sponsored featurettes offered.
  • National CineMedia, which made Coco the first movie to receive promotion via Noovie, its new pre-show segment from. Specifically, the Backlot segment of the package was used by Disney (a premiere studio sponsor) to show a real dog going on adventures around the Pixar studios.
  • Airbnb, which launched a campaign including this TV spot that used the journey Miguel goes on in the film to inspire people to use the site to book their own Mexican vacations.
  • Chatbooks, which offered a customizable family photo album featuring illustrations from the movie.
  • Guitar Center, which partnered with guitar maker Cordoba to offer a series of instruments inspired by the movie and featuring designs like those seen in the film.
  • Herdez, which offered a free movie ticket with the purchase of select items.
  • Purple, which ran a co-branded TV spot that seems to be the extent of the tie-in other than the use of the phrase “your tired bones.”
  • Southwest Airlines which reskinned a 737 with movie branding.
  • Subway, which offered backpack clips featuring characters from the film in its kids meals.
  • SunRype, which ran a sweeps awarding movie tickets and other prizes.

Online and social ads used elements from the key art as well as either the full trailer, TV spots or other video clips. I’m sure there were plenty of outdoor ads that also used parts of the key art to make a bright, colorful impression on the audience.

Media and Publicity

EW provided the first look at the movie along with a few brief comments from director Lee Unkrich. While casting news isn’t usually part of the publicity activity I cover here, the announcement of an all-Latino cast was notable enough and generated enough coverage and discussion for me to make an exception.

A later edition of Entertainment Weekly had a couple interviews and stories about the movie, including an interview with Bernal about the skeleton he plays and how he worked to bring some heart to the character and how the Land of the Dead’s design and structure was inspired by Pixar’s work for Monsters, Inc.

Just days before release the reputation of the entire Pixar operation came under fire when chief John Lasseter suddenly stepped down amid reports there was a known culture of sexual harassment at the studio, with him at the center. That’s a big hit for an operation that’s part of the family-friendly Disney operation and one that could impact the perception of Pixar’s future films, including this one.

Overall

Pixar has put together another great effort that sells the movie as an adventure rooted in one specific culture but accessible to anyone. The extent to which the story is laid out varies from one element to the next but that’s not too surprising considering the visuals and tone are just as important in making the case to the audience as that story, sometimes even more so.

More than that, there’s a wonderful branding that flows throughout the campaign. From the colors to the title treatment, no matter where you encounter an element of the marketing it’s clearly tied to the movie. That’s the strongest thing the push has going for it, especially since it’s the rare Pixar film that’s about a human character, meaning it can’t tap into the same emotional tactics used on other movies.

PICKING UP THE SPARE

Sonia Thompson at Inc. offers some crucial elements of how DisneyPixar succeeded in marketing the film to its multicultural success.

Hollywood Is Out of Unoriginal Ideas

UPDATE: Welcome, any new visitors coming in via WordPress Discover. I’m Chris, a freelance writer based in Chicago who’s been writing about movie marketing campaigns since 2004 both here and here. If you like what you see you can follow Cinematic Slant on WordPress, via RSS or on Twitter or Facebook. You can also find me on Twitter.

One of the frequent criticisms leveled against Hollywood is that it’s obsessed with existing properties. It parades an endless series of adaptations, sequels and other derivative material to the audience in the hopes that familiarity with the originals or the source material will translate into there being a built-in market for this new version.

Decrying how the issue is only getting worse or more pervasive is a time-honored tradition, though it’s one that has built up some speed in the last 10 years as movie studios seek to build shared cinematic universes centered on familiar core characters. Sometimes that results in an Iron Man. Other times you get The Mummy.

What seems to be building speed is not just the adaptation of existing material but taking second or third stabs at doing so in a very short period of time. Consider the following two examples:

Amazon is creating some sort of adaptation of Lord of the Rings, though that planned series seems to be focusing on the events that lead up to the story that was told in the classic novels as well as the landmark films from just 15 years ago.

Damon Lindelof is continuing to work on developing a Watchmen TV series, claiming that a story of the antiheroes is essential now despite the Alan Moore-penned comic series still being widely available and a movie version released in 2008.

Those are by no means the only cases where Hollywood seems to believe there are only a handful of properties and characters available. There have been three cinematic Hulks, Spider-Men and Supermen in my lifetime and five Batmen. Each new take varies from the previous mainly in the shading, not the actual structure.

Meanwhile, other characters continue to sit on the sidelines. Wonder Woman only *just* made her feature film debut. I would have traded at least one of those Hulk movies for one with She-Hulk, who could have provided something fresh to say because of the differences between her and her cousin.

That’s all without even getting into the plethora of wholly original material that’s out there. While not every story yet to be adapted into another medium is worthy of making the transition, many are. But they sit unused because someone has deemed them less commercially viable than A) What’s already been done or B) Another attempt at what’s already been done.

Hollywood is rightfully chided for relying so heavily on nostalgia in guiding its creative direction. That was the focus of a lot of commentaries back in 2007 when the first Transformers movie came out, that it was shamelessly appealing to Gen Xers who grew up with the classic cartoon, comic, and toys. While there were other (lesser) cartoons for the franchise, it was 20 years between the end of that first series and the movie, enough time for that original audience to have kids who could then be exposed to the characters around a shared experience.

Now it seems we’re lucky if we can go a decade between reboots and alternate adaptations. There not only isn’t enough time for a new audience demographic to emerge, there’s barely enough time for us to stop discussing the first one. Nostalgia is eating itself, the window shrinking further each passing year.

What’s all the more shocking about this is that it’s not demonstrably working. Justice League opened to less than $100 million dollars this past weekend, the latest example of a big movie flopping expensively. Meanwhile, The Big Sick, Get Out, Lady Bird and other smaller films featuring original stories told by original creators are not only successes critically but also financially.

At some point Hollywood will realize it doesn’t need *another* take on an existing property that’s already been adapted once or twice in the last 30 years. Unfortunately, that probably won’t happen until we’ve been presented with the second cinematic version of “The Office” that tries to create a shared universe for a variety of potential spinoffs.

Chris Thilk is a freelance writer and content strategist who lives in the Chicago suburbs.

Call Me By Your Name – Marketing Recap

call me by your name posterSet in 1983, Call Me By Your Name tells an uncomfortable story, one made all the more so by the news dominating the headlines at this very moment. Elio (Timothee Chalamet) is in Italy with his father, a prominent professor on a research trip. Elio is a bright and outgoing 17- year-old who spends his time in a variety of intellectual pursuits, as well as hanging out with is friend Marzia (Esther Garell).

Joining them on the trip is Oliver (Armie Hammer), the professor’s research assistant. Oliver and Elio become fast friends and bond over shared backgrounds and interests. Eventually that turns into something else as the closeness with Oliver seems to bring Elio’s own sexuality and identity more to the forefront. The seven years between them – Oliver is 24 – remains a problem, though, given that Elio is still young and figuring out who he is.

The Posters

The first and only poster was pretty simple, just showing Elio and Oliver sitting together and looking up to the clear blue sky, the younger’s head resting on the shoulder of the older’s. Aside from that p, oto the primary element is all the quotes from early screenings conveying how incredible the movie is.

The Trailers

The first trailer, which debuted on Vulture, opens by introducing us to Elio, who soon meets the visiting American Oliver. The boy offers to show him around and they begin to hang out more, Elio both attracted to the mature Oliver and his girlfriend Esther. Things progress on both fronts and Elio isn’t sure what to do.

The goal here is to offer the audience the barest outline of the story, instead focusing on the attitude and emotions of the characters. Elio is, of course, the primary focus and we see him go through all the usual stages of doubt and insecurity that are common with his age. This is designed to show everyone what festival goers were buzzing about and succeeds on that front.

Online and Social

The movie’s official website opens with the trailer playing against a cropped version of the key art. Once that’s over the past has links to get tickets as well as for the Facebook, Twitter and Instagram profiles Sony Classics has created.

Scroll down the page or use the menu on the right and the first section you come across is the “Synopsis,” which has a brief writeup of the story, followed by “Cast” and then “Filmmakers,” both of which feature bios and histories of those involved in making the movie.

The “Gallery” has 14 stills from the production. There’s a section for “Reviews” but you can also read pull quotes from select reviews scattered throughout the site in the breaks between sections. Finally, “Links” has links to the source novel, the soundtrack and the Facebook page.

One social media promotion in particular didn’t go over very well. The studio’s UK account Tweeted an image of Elio and Marzia looking fondly at each other with copy touting the intensity of the romance in the story. The implication being that this is the romance that’s depicted and not the one between Elio and Oliver.

Advertising and Cross-Promotions

There didn’t seem to be any TV advertising done but there was this 30-second spot shared by Landmark Theaters that hits a coupe of the high points in terms of the angst being shared, the beautiful locations of the story and the dynamic between at least some of the characters. While I didn’t see any, I’m sure some online advertising was done as well, particularly in the select markets the film opens in this weekend.

Media and Publicity

The first bit of publicity came when it was announced the movie would have its official premiere at Sundance 2017. A first look still from the movie came out around that same time. It was picked up by Sony Pictures Classics before that screening, which garnered almost universal praise and a whole cottage industry of positive word-of-mouth. Sony then scheduled it to screen at the New York Film Festival. It also screened on the opening night of the Toronto Film Festival, where it continued racking up significant positive buzz.

A substantial profile of Hammer allowed the actor to talk about the unexpected and unconventional path his career has taken, his initial reaction to reading the script for this movie and much more. That was also the focus of this profile which talked about his career and personal life and how despite a series of setbacks on both fronts, this seems to be the year things are coming together for him.

There was also attention paid to Chalamet, who’s having quite the year himself in both this movie and the recent indie smash Lady Bird. In that extended interview he talks about how he’s gotten to this point in his career along with how he balances the personal and professional.

Hammer did some publicity and media rounds, as did Chalamet, to talk up the movie. There was even a profile of the sets of the film and how the designer recreated a very specific look for the story.

Overall

Sony has put together a nice campaign for the movie that emphasizes not only the emotions felt by Elio and Oliver but, of course, the gorgeous locations in which the story takes place. This *looks* like a high-end art film that is going to have limited appeal in the mainstream audience. At a time when not only homophobia but nativism and anti-intellectualism are all rampant, making a movie about two gay men visiting Italy because of their work or relation to a history professor means some people will reject the story on its face.

To counter that there’s been a strong word of mouth campaign resulting from festival screenings that has sold the movie to the niche audience it seems meant to reach and resonate with. The focus on Hammer is particularly notable since for a few years now Hollywood has tried to turn him into a marquee star but here he’s clearly more comfortable in the role of character actor, presenting a more human front when selling the film as opposed to being overshadowed by the stunts and more.

PICKING UP THE SPARE

Sony Pictures Classics has come under fire by those who don’t feel it supported the film adequately or did enough to raise its profile to a mainstream audience. Tom Brueggmann at IndieWire pushes back against some of the main arguments and finds them all wanting, bringing receipts to support his case.
Breakout star Timothée Chalamet has been getting a lot of attention during awards season and that includes this much-shared GQ profile on the young actor.

Going In Style (After the Campaign Review)

Going In Style was sold to audiences as a fun time watching three old pro actors – Morgan Freeman, Michael Caine and Alan Arkin – engage in a bit of thievery in their golden years. That’s more or less what the final movie delivered, but it could have been a bit more.

The story follows three old friends and co-workers, played by the actors named above, who find themselves in tough financial straits. Mortgages have ballooned to the point of being unaffordable, sickness is creeping in and more. That’s made worse when their already meager pensions, earned from decades of factor work, are eliminated when the company is bought by a foreign firm who feels it’s free from those obligations. After Joe (Caine) finds himself in the middle of a bank robbery he enlists his two friends in a scheme to pull off their own heist to get the money they feel is owed them.

As you’d expect from the trailer, much of the comedy in the movie comes from watching three old men try to take on the physical demands of executing a bank robbery that requires precision timing, flawless momentum and more. And as you’d expect, Caine, Arkin and Freeman all deliver amusing and professional performances, moving through the story with the ease and grace they’ve all acquired in decades of work. All three have at some point been referred to as dependable, even in sub-standard movies, elevating the material they’re given.

That’s exactly what they do here. The movie is enjoyable enough as a light-hearted comedy, which is how it was sold. It left me wanting more on a few fronts, though.

First, if you took out the plot about exacting revenge on the financial system, I’d watch a whole Grumpy Old Men-type movie with these three actors/characters. Again, Arkin, Caine and Freeman are such old pros that they know just how to fit into the characters and work through the story without breaking a sweat and I want to see more of the dynamic here. Just 105 minutes of them commenting on “The Bachelorette” and talking about pie.

Second, go the other direction and fully commit to a story of the impact the impersonal, financially-motivated actions of the financial institutions and international businesses have had on vulnerable demographics like the elderly. Because the movie keeps going for laughs related to planning the robbery it never dives below surface level on that front, saying it’s bad but never really exploring that idea fully.

Third, I have to admit I’m intrigued by the idea of Zach Braff taking on more “director for hire” type projects. He has such a reputation with his previous directorial efforts for telling personal stories of ennui and aimlessness in life that I want him to follow his comedic instincts a bit more. There’s nothing here that screams out as a distinct style or approach when it comes to comedy, but I think his fourth such movie down the road could be more interesting. It could be anyone behind the camera here, but I’m curious about what this could turn into.

If you saw the trailer for Going in Style or walked past the badly-Photoshopped poster at some point, you won’t be surprised or disappointed by what the final movie delivers. It’s more or less exactly what you’d expect, with a few surprises and story elements that aren’t explored in the campaign included. So it delivers on that front. I just think there are some other, more fully-committed approaches that could have made it a bit more intriguing.

Chris Thilk is a freelance writer and content strategist who lives in the Chicago suburbs.

Picking Up The Spare: Last Flag Flying, Detroit, Lady Bird

Last Flag Flying

Another interview with director Richard Linklater about his career, the pivot to a story that’s outside of what he usually tells and more.

Detroit

The movie is returning to theaters in select markets around the time it hits home video and there’s a new trailer for that release that hits some very different emotional and narrative beats than were seen in the original campaign.

Lady Bird

More conversations with writer/director Greta Gerwig about the path she took to making this movie as well as with the costume and production designers about creating the look of the movie.

Costar Beanie Feldstein, who plays the title character’s friend in the film, is getting more and more attention now that it’s in theaters, including this profile and interview. And Tracy Letts, who plays the out-of-work father, talks here about how quickly he was attracted to the script and to working with Gerwig.

Thor: Ragnarok

Director Taika Waititi talks here about how he got the rights to Led Zeppelin’s “Immigrant Song,” and thank goodness he did considering how well it plays in the trailer.

Jeff Goldblum explains how he got involved in such a grandiose film and how he worked with Waititi to create a colorful and memorable character.

I don’t think I included this late-breaking trailer in my recap but it’s lots of fun, in no small part because of some cool Valkyrie sequences.

Daddy’s Home 2

Will Ferrell made appearances on late night TV, though as usual those were centered more around his antics than the movie itself.

A great piece here on the fact that Mel Gibson has apparently been totally forgiven by Hollywood (and likely audiences) without really doing anything.

Novitiate

Melissa Leo talks more here about how she took on the role of the Reverend Mother with additional comments from writer/director Maggie Betts on the actress and the character she plays.

Murder on the Orient Express

Not that surprisingly, the costume design for the highly-stylized film has finally received some press attention along with the production design.

Kenneth Branagh talks here about how he updated the story a bit to make it a bit more relevant and accessible for the audience.

Wonder

Lionsgate worked with Jigsaw, part of the Alphabet network of companies, to create a Chrome extension that finds offensive or inflammatory comments and replaces them with messages of kindness. I’m not quite sure I get how that doesn’t cross over into “creepy censorship,” but whatever.

Julia Roberts spoke here about walking the line of sentimentality in the story.

That Facebook Messenger bot I was unsure of a few days ago was what I expected it to be, a platform for people to message the page and receive an inspirational message in return. You can see a video promoting the chatbot, created by imperson, here.

Justice League

Finally, here’s the kind of profile of Gal Gadot that I was hoping to see earlier in the campaign.

Jeremy Irons did a bit of late-night TV to talk about playing Alfred in such a massive production.

Get Out

Jordan Peele has not only responded in his own way to the movie’s categorization as a comedy by the HFPA but also crashed a college course that was discussing the film.

Chris Thilk is a freelance writer and content strategist who lives in the Chicago suburbs.

Bram Stoker’s Dracula – Flashback Marketing

bram stoker dracula posterLast week when I wrote about the directorial career of Kenneth Branagh I mentioned that 1994’s Mary Shelley’s Frankenstein was the second movie from Sony to take a fresh approach to classic monster stories that were more in line with the original books on which they were based. The first, of course, was Bram Stoker’s Dracula, a movie that celebrated its 25th anniversary earlier this week and which, because of that, will be the focus of today’s trip down marketing memory lane.

The movie is an interesting insight into what was popular at theaters in the early 1990s. Directed by Francis Ford Coppola, it was an artistically-minded popcorn gothic romance featuring a mix of “serious” actors and those with more mainstream appeal. The former category is represented by Gary Oldman, who stars as the titular Count Dracula, as well as Anthony Hopkins as Prof. Van Helsing. The latter includes cineplex favorites like Keanu Reeves as Jonathan Harker and Winona Ryder as his fiancee, Mina.

Unlike the classic Bela Lugosi Dracula of 1931, the story here adheres much more closely to Bram Stoker’s original, hence the appending of his name to the movie’s title. Jonathan is summoned from London to a far-off Eastern European village to help arrange the affairs of the mysterious Dracula. Once there he falls into the Count’s various machinations, eventually escaping and returning home profoundly changed for the experience. Dracula meanwhile has become obsessed with Mina, believing her to be the reincarnated spirit of his long-dead lover. When he comes to London he tries to bring Mina under his spell, but only after turning her best friend Lucy (Sadie Frost) into a vampire. Harker joins with Van Helsing and the three suitors who had vied for Lucy’s affections (played by Cary Elwes, Richard E. Grant and Billy Campbell) to hunt Dracula down and end his centuries-long reign of terror.

The theatrical poster (which I once owned, because come on) immediately sets the tone for the film. It shows a relief of a demon head flanked by two fork-tongued hounds that is built onto the side of a dingy grey wall. That dark tone is reinforced by the title treatment that appears to have been written in dripping blood and the copy “Love never dies.”

All of those elements combine to create a unique brand identity for the movie meant to set is apart from previous incarnations. There are outsized emotions and visuals that the audience is promised with this image, which eschews showing the formidable cast in favor of making an impression by selling the tone.

All of that tone and vibe are on display almost as soon as the trailer opens. We hear about how we’re going to follow the history of Dracula and “the woman he loved,” Mina. The interplay between the two of them dominates the early footage, showing them move around each other in various ways, him all brooding mystery and her all swooning romance about how irresistible he seems. Van Helsing talks about the history of Dracula but the point is the power he wields over Mina, who is at first reluctant but then a willing supplicant.

Along with that there are various shots of people falling victim to Dracula’s power, the fight for Lucy’s soul and more. But the focus never leaves the Dracula/Mina dynamic for very long. Oldman’s scenery-chewing performance is certainly on display, as well it should be, but the point is to tell this as sort of a Harlequin Romance set against the backdrop of a monster story.

What’s surprising about watching this again is how sensual and steamy it is. That’s certainly representative of the film as a whole, as Coppola clearly loved shooting the massive sets as well as Ryder, Frost and the other women as they turned from proper young ladies into creatures lusting after fleshly pleasures. So the trailer and poster combined to sell the movie fairly accurately, promising the audience that they could expect soaring, overly-dramatic romance alongside a gothic horror story.

Chris Thilk is a freelance writer and content strategist who lives in the Chicago suburbs.

Rotten Tomatoes’ Justice League Maneuver Was, at Best, Misguided

I’m by no means an apologist for stupid corporate decisions. When a company or brand does something wrong their motives and actions should be questioned in the hope it changes course. It’s why I was heartened to see the quick turnaround on the blackout of the Los Angeles Times by Disney a couple weeks ago.

The latest kerfluffle to rock the entertainment world was the revelation earlier this week that Rotten Tomatoes would withhold its aggregate score for Justice League until Thursday morning, despite reviews being public before that. The tactic was publicly explained as being one to create some buzz and anticipation for the new Facebook Live show the site was launching, offering a unique reason for people to check it out.

The problem is that most everyone saw shadier reasons for the movie. Hollywood’s big studios have been warring with Rotten Tomatoes for years, a conflict that’s only intensified in the wake of recent periods of falling ticket sales, a trend studios lay at least in part at Rotten Tomatoes’ feet. They claim that poor – “Rotten” – scores for expensive movies have contributed to box office failures, undermining massive marketing campaigns and leading to big corporate losses.

Adding to the skepticism that this wasn’t just an effort to keep a negative score out of public view for as long as possible is that Warner Bros., the studio behind Justice League, owns Rotten Tomatoes. So, it seemed, corporate strings were being pulled to keep one division from materially impacting another.

I agree the optics are bad. As David Ehrlich points out, the move by RT from dumb aggregator to a content producer is problematic at best, especially given the additional relationship with ticket seller Fandango. If you have a vested interest in getting people to buy movie tickets – much less two such conflicts – you can’t exactly be trusted to provide objective editorial opinions or freely share information.

My perspective is that this is simply a really bad idea that was poorly executed, not signs of intent to completely squash film criticism. RT needed something to create some tune-in buzz for its new show and the Justice League Tomatometer score was something everyone was going to be watching for, so it wasn’t a hard call. Having been involved in more than one corporate editorial feature in my career, I get the thinking but realize someone should have been pointing out some obvious issues. It’s a situation they need to learn from.

That being said, if RT wants to establish itself as a content producer it’s going to have to address the financial issues that are going to hang over its head on an ongoing basis. It will need to establish clear editorial guidelines and standards that are clear to the public or suspicion will follow it everywhere. Companies have their own blogs and social profiles and many are launching unbranded (though clearly labeled) print magazines that cover topics related to their industries. But if Ford tomorrow bought Edmunds and suddenly negative reviews of every Taurus on the site was hidden from view, eyebrows would legitimately be raised.

I may not agree with Ehrlich in this specific case but I do with the larger point that’s made. The threat to film criticism is the same one that’s facing the media world on all fronts: Independent voices are being silenced as the result of ownership consolidation and precedents that infringe on free speech. When Joe Ricketts can blithely shut down a massive blog network he owns because he disapproves of its mission or Peter Thiel can kill another network because it tweaked his nose on occasion, we all suffer. When one company owns the creation of media, its distribution, and its criticism, that’s a bad situation whether we’re talking about movies or any other industry.

Chris Thilk is a freelance writer and content strategist who lives in the Chicago suburbs.