After a handful of first look stills came out late last week the first trailer for Snake Eyes debuted during the recent MTV Movie & TV Awards and I have some thoughts.
OK, so it’s an origin story, but not only did we get an abbreviated version of that origin in the earlier G.I. Joe movies but Larry Hama wrote what every Gen X comic book reader knows is the *definitive* version in issues #26 and #27 of the Marvel Comics series in 1984.
Along those same lines, why does everything have to be an origin story? Even if Paramount wasn’t on board for a full-on adaptation of “Silent Interlude” it would have been cool to see a movie where Snake Eyes is already at the height of his skills. Give me a movie where Snake is dropped behind enemy lines and has to ninja his way to completing the mission without support.
It’s a relatively short trailer so I’ll forgive that we only get a brief glimpse of Samara Weaving as Scarlett, but let’s not repeat this blatant oversight and give people what they want next time.
If I’m reading between the lines correctly this movie *is* connected to the previous G.I. Joe movies, acting as a prequel to them, but does it need to be? Are those so beloved that this couldn’t have served as a chance to restart things along different lines?
Ray Park *was* great as Snake Eyes in those movies, though, and if he doesn’t at least get a background cameo in this one I will be calling my congressman.
My presumption is, though this is an origin story, Henry Golding was not cast in the title role only for him to have his face burnt away. So Snake’s wearing of a balaclava will likely once more be explained as a choice instead of a necessity.
You can’t ignore the fact that Paramount and Hasbro timed the release of the trailer to coincide with Batman/Fortnite: Zero Point #3, which features Snake Eyes, hitting comic shop shelves this week. Snake has been in Fortnite for a few months now, so this is a nice extension on a number of fronts.
Name? Classified. Date of birth? Classified. Ninja Master? Verified.
How Orion is selling the return of history’s most excellent duo.
There are only a handful of examples of truly iconic pop culture duos. On that list has to be Theodore “Ted” Logan and William S. “Bill” Preston, Esq., better known as Bill (Alex Winter and Ted (Keanu Reeves).
Nearly 30 years after their last adventure, the pair – collectively known as the Wyld Stallions – are back in Bill & Ted Face the Music. Now middle-aged, the two find themselves still not having fulfilled their destiny, writing a song that would unite the world and usher in a utopian era of everyone being excellent to each other. When they’re contacted by Kelly (Kristen Schaal), the granddaughter of Rufus (the late George Carlin), and told the future is in jeopardy, they hop back in the time-traveling phone booth and try to set things back on track.
When problems develop with their own quest, help arrives in the form of Ted’s daughter Wilhelmina (Brigette Lundy-Paine) and Bill’s daughter Theodora (Samara Weaving), who have their own destiny to fulfill. Along the way there’s the return of Death (William Sadler), who has a grudge against the families.
Generally positive reviews have given the movie an 82 percent “Fresh” rating on Rotten Tomatoes, and it’s been sold as a rocking good time for audiences who want some pure escapism without the burden of a massive Marvel-esque mythology and franchise history.
The first poster (by marketing agency Art Machine) came out this past February and really tells the audience – at least those who are familiar with such things – all they need to know by showing the time machine phone booth lit up as if it’s just landed. It’s simple but effective, using a key bit of iconography from the first movies to promise more is coming in a new installment.
A similar picture of the phone booth is used on the second poster, released in June. This time, though, Bill and Ted are shown from behind walking toward it.
Finally, the theatrical poster from July has the two, along with their daughters, facing the camera. Behind them the supporting characters are packed into the phone booth, promising audiences that a lot of others will be along for the ride.
The first trailer (16 million views on YouTube)came out in early June, introducing us to the fact that Bill and Ted are still rocking after all these years, though their popularity and influence aren’t what they once were. That means they’re failing in their goal to unite the world through music. To fix this, they decide to travel to the future and steal the song they *will* write, encountering various problems – including Death himself – along the way.
A second trailer(26.7 million views on YouTube) came out in late July that offered a much more complete look at the story, including how and why Bill and Ted are recruited to play their one song that will save the world, the problems they get into along the way and how their daughters are absolutely following in their footsteps. There are some great moments here that show the spirit of the originals is still intact, even if the title characters are a bit older, and that there’s a lot of comedy still to be had with them.
Online and Social
The takeover of the official website’s landing page shows a grid filled with options for VOD viewing along with a link to buy tickets to the movie’s limited theatrical bookings.
Close that and you have a fun site, with an interactive pay phone that lets you dial a couple numbers to hear a brief audio clip from either Bill and Ted or Death himself. Also on the page are links to find out more about the movie’s sponsored Snapchat filter, listen to the soundtrack, get a downloadable background and lots more.
Advertising and Cross-Promotions
After a long period of rumor and speculation, Reeves and Winter (kind of in character) announced the movie was officially happening in March of last year.
It may not have been part of the formal marketing campaign, but Bill – two versions, actually: one young and one old – appeared in a Walmart commercial that was part of a campaign from the retailer featuring vehicles and characters from many classic and recent sci-fi films.
A site was launched in April that encouraged fans to upload videos of themselves playing or air-playing along with select tracks, with the promise that some of them would wind up in the movie in some fashion.
Winter and Reeves made a video appearance in the graduation video for San Dimas High School.
A virtual panel for Comic-Con@Home, moderated by Kevin Smith and featuring Reeves, Winter and others, was announced in June. That panel wound up including Winter, Reeves and others from the cast and crew, all of whom shared a few details about the film and talked about how much they enjoyed returning to or entering the world of these characters.
The release date was pushed by two weeks so Paramount could avoid going head-to-head with Tenet, which Warner Bros. shifted the release date of in late June. A month later Orion announced the film would be released via premium VOD along with whatever theaters happen to be available instead of sticking to a traditional theatrical release pattern. The final release date came earlier in August.
A short featurette released at the beginning of August had the cast and crew talking about the chemistry between the leads. Another focused on the cast and how much fun they had on set.
TV advertising kicked off with spots that condensed the story down to its core attributes, showing people that Bill and Ted still have some adventure left in them. Those spots debuted at about the same time tickets went on sale, with bonus content available to those who pre-ordered the movie.
The only promotional partner that was evident was Bazooka Bubble Gum, which offered a movie shirt and some gum as the prize for a sweepstakes.
Lionsgate put out a call in mid-August for people to join together to set a Guinness World Record for the most people air guitaring simultaneously. A compilation of some of the submissions received was put out earlier this week.
A 360-degree VR experience was released in late August that took people inside Bill and Ted’s world, from their garage rehearsal space to a trip through time in the phone booth.
The first clip came out around that same time showing Bill and Ted once more encountering Death, who is obsessed with simple games.
Reeves and Winter put out a “Thank You” video aimed at the fans who have spent decades longing for more time-traveling adventures.
Media and Publicity
The first still was released in December of last year showing adult Bill and Ted reuniting with an old friend, namely Death himself. A month or so later another photo, this time showing the leads with their daughters, came out.
Winter and Reeves were interviewed here about returning to these characters and their own friendship. That was just one of a series of articles and interviews with the two along with other stories that covered how the project finally turned from a dream into reality.
That point was also touched on when the pair appeared on “The Late Show” to thank the fans for continuing to plead for a new installment.
This is just a fun campaign, one that seems like a much-needed antidote to the relatively dark times we seem to be living through at the moment. There are dozens of essays that could be written about the “Be excellent to each other” ethos espoused by the title characters, but it’s a message that comes through loud and clear in this campaign, which shows that two best friends supporting each other through thick and thin and following their passions can truly change the world.
Just a big, fun effort that works far more than it falters, especially in the moments where it lets the younger generation share equal screen time with the older one. Everything fans have loved about Bill & Ted for over 30 years is, based on this campaign, still there, and it’s nice that so much time has been devoted to acknowledging their commitment to making the film happen.
Tracking shows Fox Searchlight’s horror-comedy will bring in over $6 million opening weekend.
This week’s new release Ready Or Not has a familiar premise: Grace (Samara Weaving) is about to marry Alex (Mark O’Brien), whose family is incredibly rich and powerful, having made their fortune selling games. As is the case in many stories, the members of the Le Domas family have concerns Grace is only marrying Alex because of his money.
With that in mind, the family has the tradition of playing a game whenever someone new joins the family. In this case the game is Hide and Seek, which sounds innocent enough. What Grace finds, though, is that this version involves her being hunted in the massive Le Domas mansion. If she survives the night, she is deemed worthy.
The studio has run a campaign that’s heavy on shocks and laughs to try and bring in an audience looking for something original as the summer winds down.
Grace looks ready for action in her bridal gown on the poster, with the members of the family she’s marrying into arrayed around her similarly armed and apparently very hostile and dangerous. The mansion where the action takes place is burning in the background, setting the location of the action while also promising things are going to take a very nasty turn. It’s a dark image but it matches the tone of the trailer.
Things seem fine, if awkward, at the opening of the trailer. Grace is about to marry into Alex’s extremely wealthy family. After the ceremony she finds there’s one more hurdle to clear, she has to play a game of the family’s choosing, a kind of rite of passage. Only this game of Hide & Seek has her hiding from her new in-laws as they chase her around a massive estate with weapons, promising she’ll be welcomed if she manages to stay alive. Seems there’s some sort of ritual she’s meant to be a part of, and the chase is filled with accidental shootings, bloody revenge and more as the movie is shown to be a dark, violent comey.
Online and Social
Unlike many recent movies, Searchlight’s website features a nice design and some unique features. Click on any of the names in the “Cast” section and you get a short video of the character they play interacting with Grace in some manner. Brief information on the “Filmmakers” is available along with a “Story” synopsis, the red-band trailer and links to the social profiles for the film.
Advertising and Publicity
Weaving and the filmmakers brought the movie to Fantasia Fest in late July to reach those fans.
In early August the first clip was released showing an extended look at the scene where the game being played that night is chosen. A second has Grace being found by Daniel but being given a head start by him.
The Midsummer Scream event in Long Beach, CA included a movie-themed “experience” that attendees – largely horror fans – could be part of.
NCM’s Noovie Backlot got an exclusive spot showing Grace being told the rules of the game and realizing there may be more going on here than she initially thought.
A featurette released shortly after that offered a bit of insight into the story while focusing on the wedding dress that Grace wears throughout the movie. Another featurette had Weaving lounging on a couch while explaining the movie’s story, from Grace meeting Alex to the terrible night she endures. The craziness of the movie is shared in another video that includes a focus on Radio Silence, the group that includes the producers and director while Weaving offers tips on wedding dress maintenance in another.
Commercials like this positioned the movie as one of the most shocking things audiences could choose at the tail end of summer, showing it to be filled with bloody and outrageous chases and characters. Others ran a little longer and showed more of the backstory but still ended by selling a movie designed to make audiences gasp in astonishment.
The cast and crew assembled for the movie’s premiere, which featured plenty of marketing branding. That event seemed to include some sort of movie-themed party including creepy waitresses serving drinks and boxes from the games created by the movie’s family out on tables.
There seems to have been a concerted effort – visible if you scroll through Twitter updates using #ReadyOrNotMovie – to reach #Earpers, or fans of the show “Wynnona Earp.” That’s because Melanie Scrofano, the star of that show, is also part of the Le Domas family in the film.
Media and Press
Press activity for the film didn’t really seem to get started until the last few weeks before release. That included a brief profile of Weaving, interviews with the directors and costar Adam Brody. They, along with Andie McDowell and others, also made appearances on various talk shows in recent weeks.
I previously took issue with the idea that this movie has received none of the scrutiny directed toward The Hunt, despite how the two share a “people hunting other people for sport” premise. While reviews have labeled Ready Or Not as being a sadistically fun and engaging horror comedy, the fact is that the two films don’t appear substantively different based on their marketing campaigns. That this one is being reviewed at all shows the importance of judging the final product before calling for boycotts or passing judgement.
That issue aside, the campaign does look like it’s selling a fast-paced good time at the theater. Weaving is really a standout here, bringing significant charisma to not only the clips of the movie that are used but the various featurettes that show more of the story’s sense of humor. It shows that horror – including the more comedic areas of the genre – is among the last bastions of truly original storytelling in modern film.
Picking Up the Spare
Another fun video with Weaving that had her investigating a mysterious “cursed” box.
The actress spoke about the film and her uncanny resemblance to Margot Robbie here and her experiences filming – including injuring her costars – here. She was interviewed along with MacDowell here about the shocking, outrageous story.