Not great news for the movie as it’s come to light that while Michelle Williams came in essentially for free to handle the reshoots necessary when Christopher Plummer was added to replace Kevin Spacey, co-star Mark Wahlberg was paid around $1.5 million.
More here on Plummer’s sudden addition to the cast and the hurried reshooting schedule all the actors had to take part in. Williams talks about that more herself here.
Another story, this time directly from screenwriters Liz Hannah and Josh Singer, about how they seized the opportunity to channel their own issues into this bit of history.
It’s not *exactly* the version of the character played by Tessa Thompson in the movie, but the take on Valkyrie was popular enough that a new version of the Asgardian warrior who looks a lot like her film incarnation is joining a new “Exiles” series from Marvel.
While I’ve seen a few more ads for the movie in the last couple days (likely the result of ad retargeting after I spent time on the official website), there’s still a general lack of urgency around the marketing, something Ira Madison III at The Daily Beast covers in-depth.
Co-star Sam Rockwell, who continues to win both awards and praise for his performance, is hosting “Saturday Night Live” this weekend.
A bit more advertising has been done in response to the movie’s early awards season wins, including 15-second pre-roll spots on YouTube that call out how insane this true story is.
Another interview with director Richard Linklater about his career, the pivot to a story that’s outside of what he usually tells and more.
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.
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.
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.
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.
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.
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.
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.
2011’s Thor was fun. Less an origin story than a “how he fulfilled his destiny” story, the mix of comic book content and Shakespearean gravitas was pretty enjoyable.
Thor: The Dark World was drastically less fun in 2013, removing the cocky self-confidence that was essential to the character in favor or endless brooding over an incomprehensible story.
And now we have Thor: Ragnarok, the third solo outing for the God of Thunder in addition to his two team appearances in the Avengers films. This time around Thor (Chris Hemsworth) is confronting nothing less than Ragnarok, the death of the gods, at the end of Hela (Cate Blanchett). Finding himself out of commission and largely powerless on a mysterious alien world overseen by the Grandmaster (Jeff Goldblum).
While fighting for his survival he encounters his old friend Hulk/Bruce Banner (Mark Ruffalo), his brother Loki (Tom Hiddleston) and the Asgardian warrior Valkyrie (Tessa Thompson). Together they need to not only get themselves off the planet they’re trapped on but also back to where they can take the fight to Hela and stop her plans. This time around director Taika Waititi is pulling the strings, so let’s see what happens when you let a slightly mad New Zealander control of a superhero film.
The first poster is a colorful effort that shows a short-cropped Thor with helmet in hand as he stands in the middle of an arena of onlookers. The swirling debris and bright light at the top are meant to show this is taking place somewhere other than Earth, which is important. A slightly animated motion version of that poster was released later on.
A whole series of character posters put each member of the ensemble on their own, set against a bright and colorful background that’s coming at them like a wave. Everyone from Thor to Odin to Grandmaster to Valkyrie to Hela get their own posters, selling this as a real team movie.
A more comic-book like artistic style was applied to the poster created specifically to promote IMAX screenings. All the characters are here in various action poses, but it’s all run through what appears to be a “comic” effects setting in Photoshop as I’m skeptical this is actual artwork. Another IMAX poster is more traditional, arranging photos of all the major cast around the one-sheet in order of importance. The bright, colorful visuals are all in the background while the major element is the call to action to “Experience it in IMAX.” One more poster singles out the title character, who has lightning shooting from his eyes just like in a scene from the trailer. This one was created specifically for those buying tickets through Fandango.
The first teaser trailer starts off with a “you’re wondering how I got myself in this situation moment” shot of Thor in chains, followed by a quick shot of Hela smashing Thor’s hammer in her hands. That shows the power he’s facing off against and the stakes of the story. She has plans to destroy Asgard and as a result Thor is catapulted through space to a strange alien planet where he’s collected by Valkyrie, who’s working for the Grandmaster. Thor is forced into an arena where he has to fight an opponent that turns out to be the Hulk, who’s decked out in full gladiatorial gear. That leads to the lightest moment of the trailer, where Thor gets all excited that it’s a “friend from work” (a line that was later revealed to be a contribution from a Make-A-Wish recipient on set that day) but it’s clear he’s not going to get off easy.
This is pretty great. It shows the broad strokes of the story, from Thor’s confrontation with Hela to her plans for Ragnarok to the scenes on the alien planet we meet Goldblum’s Grandmaster. As many people pointed out, the shots of Grandmaster and his court contain some of the most blatant Jack Kirby-inspired imagery ever put on film. And that last gag is just great, showing off some of the humor everyone’s been waiting for since it was announced Waititi was going to be in the director’s chair. There’s a great touch to the whole thing, though, that marks it as being more in line with the first Thor movie than the second one.
The second trailer, which debuted at San Diego Comic-Con, doubles down on the idea that this is a buddy comedy featuring Thor and The Hulk. It seems like half the footage in the trailer involves Thor talking to or interacting with either Hulk or Banner. Most of that is to explain they need to stop Hela, the Goddess of Death that is threatening to unleash Ragnorak. So they assemble a team that includes Loki and Valkyrie to take the fight to her. There’s lots of gunplay, sword slinging and more as they seek to save the universe.
It’s fun and funny and got everyone excited, which is exactly what it needed to do. There’s more story shown here, which is nice, but it’s Waititi’s comedic touch that’s really on display. It’s almost as if they’re working extra-hard to move the franchise in a direction 180 degrees the somber, dark dark tone of The Dark World.
Online and Social
It’s not totally surprising that the movie’s official website is somewhat lackluster. Big franchise films like this don’t need to put much effort in on this front. The colorful key art featuring the array of characters graces the front page, which notably includes links to the social profiles for Marvel Studios and not this movie specifically. Despite that, there were Facebook, Twitter and Instagram profiles that have been in use since the first film was released.
The actual site content menu has prompts to get you to “Watch Trailer,” check out a “Photo Gallery” of stills, read a brief “Synopsis” and find out more information on the movie’s promotional “Partners.” That’s about it.
Advertising and Cross-Promotions
The first TV spot, titled “Contender,” aired during the first NFL broadcast of the season. Most of the footage here has already been seen. New, though, is Thor making the pitch to join his team to Valkyrie. When she asks if the team has a name he stammers a bit before saying it’s “The Revengers,” a name Banner doesn’t seem to be totally on board with. So it’s making it clear to the football audience that not only is there a massive Thor/Hulk battle and lots of spaceships and other action but also some offbeat humor.
Further commercials like this one continued using the humor that’s so prevalent in the rest of the campaign, particularly the competition between Hulk and Thor. Some also included Doctor Strange to make it clear the story still connected to the rest of the MCU. Eventually spots like this one took a more traditionally-Marvel approach to sell the action.
The following efforts were undertaken by the movie’s handful of corporate promotional partners:
Red Robin offered a free movie ticket when you bought a limited edition movie-branded gift card.
Comicave produced high-end collectibles based on the movie and the look of the characters.
Synchrony Bank created a movie-themed landing page with “Thor-spiration” videos to help people “save like a hero” and more.
Screenvision Media, which made the movie part of its regular pre-show entertainment package.
Media and Publicity
There had obviously been lots of speculation and on-set reports about the movie leading up to this, but San Diego Comic-Con 2016 was the first big splash of official material. That included props on display that hinted at potential ties to the Planet Hulk storyline and was part of Marvel Studios’ Hall H presentation. Those activities also included a fun look at what the cast and characters have been up to in their time off. Marvel later released the short online and on the home video of Captain America: Civil War and it was as great as advertised.
Blanchett spoke briefly from time to time about the role she played as the movie’s villain. After lots of speculation and rumors, Marvel finally confirmed some key plot points, including that Thor would face off against Hulk off-world. Waititi later talked about what attracted him to the project, what he hoped to achieve, the process of working on the movie and more.
The first big official publicity push came with an EW cover story that featured comments from the cast, first-look photos and a glimpse at some of the news characters for the first time. It also notably showed off Thor’s new hairstyle, which got lots of people talking.
This movie was one of those that were highlighted to journalists who attended a behind-the-scenes look and tour at Marvel’s upcoming slate. While promoting other things, Goldblum also talked about his experience shooting Thor, particularly praising Waititi and his approach to getting the most and best out of his actors.
Marvel’s Kevin Feige talked about the movie regularly, including making sure fans knew this one was an essential part of the path toward the coming Infinity War.
There were a few stories about the movie in Entertainment Weekly’s fall movie preview, including first-look stills, comments from Waititi about how he wanted to capture the vibe of old sci-fi movies he loved like Flash Gordon and more.
Just as they’d done with Doctor Strange, Marvel launched a STEM challenge encouraging young girls to create community-improvement projects and submit them, with the five best winning a trip out to the movie’s premiere.
The new characters this movie introduced to the Marvel Cinematic Universe was the focus of this story, which included comments by Thompson about how lazily female heroes are often written and what set this one apart.
Throughout the summer Waititi talked often about the movie and how he approached shooting such a massive story, including commenting on how his experience on Green Lantern years ago influenced him and how often he put on a motion-capture suit himself to fill in for someone who was unavailable at the moment.
This was just one of a few movies with Elba in a starring role, a trend that lead to him gracing the cover of a recent issue of Entertainment Weekly, with a story that had him talking about this and his other recent releases. Hemsworth and the rest of the cast appeared on various late night talk shows and other media to promote the movie and engage in host-driven antics. The star even talked about how he was kind of bored by the character before Waititi shook things up a bit. Ruffalo hinted in an interview that this could be the first chapter in a bigger Hulk story, though he’s also said Marvel has no current plans for more standalone Hulk movies.
Waititi’s unique personality was the focus of this New York Times profile, which positioned the director as someone who can’t believe his luck and being given so much latitude, including looks at his background, how he got the job and how he managed a casual and creative production.
In the final weeks of the campaign Thompson became more of a central figure as she revealed that, while it’s not directly addressed in the story, Valkyrie is indeed bi-sexual. More than that, the presentation of the character was identified as a great one for inclusion on a number of fronts. That increased spotlight included features like this that reviewed her career to date and talked about how she made the leap from smaller films to a big superhero franchise. There was also one more profile of Goldblum just because.
Hemsworth, Ruffalo, Goldblum and Thompson, as well as Waititi, all did the TV and other media rounds in the couple weeks leading up to release.
It’s hard to overstate just how fun this whole enterprise is. I really feel like Marvel Studios made the conscious decision to let Waititi have more say in the marketing of the movie than it usually hands over to directors, who are often simply workhorses in service of the corporate machine. Instead it let the filmmaker have a bit of fun with the shorts released before the marketing really ramped up and continue to be the public face of the campaign, bringing his fanbase along for the ride as he conveyed his unique sense of humor and assured them it would be intact here.
That bit of originality and levity was desperately needed for the character, who’s been on the cusp of being not just overly-brooding but also one used only to further the overarching story along. Both The Dark World and his role in Age of Ultron were subject to the needs of setting up what’s next, which did no one any favors. That rescue seems to have come in part by realizing Thor needs a supporting cast that operates on his level, something that was present in The Avengers films but lacking from his solo movies. The campaign has made sure everyone knows this is just as much of a team story.
PICKING UP THE SPARE
Director Taika Waititi continues to be an absolute wonder with this introduction to the film that’s part of the push for its home video release. It’s not *exactly* the version of the character played by Tessa Thompson in the movie, but the take on Valkyrie was popular enough that a new version of the Asgardian warrior who looks a lot like her film incarnation is joining a new “Exiles” series from Marvel.
2017’s edition of San Diego Comic-Con is now in the books. As with many such years, there was a plethora of movie news that came from many of the major Hollywood studios as they seek to hype their upcoming releases. Some of those are just months away from hitting theaters and these promotions are about creating near-term action. Others are a year or more away and the news and other material coming out of SDCC is about getting fans hyped for a movie well in the offing.
If you weren’t able to stay tuned in to all the events coming out of San Diego, here’s a recap of the new trailers that debuted there as well as other announcements related to some highly-anticipated releases.
Just as I suspected, the new trailer (technically a “Comic-Con Sneak Peak”) for Justice League opens with Wonder Woman kicking some terrorist butt. We get some setup that the world is missing its heroes, which is bad news since a major threat has just arrived. In addition to lots of action there’s a reference to there being “No Lanterns” here to protect Earth. Superman’s boorish behavior in his last two movies is retconned to be a more uplifting presence to the world and it ends with a pretty big hint that he’s coming back. The whole cast (minus Henry Cavill) also appeared at the DC booth to sign a new poster that very much looks like, but doesn’t seem to actually be, Alex Ross artwork. WB also showed off some Aquaman footage, formally announced Wonder Woman 2, said the troubled Flash solo movie would be called “Flashpoint” and lots more.
Ready Player One
This first look trailer gives you a decent idea of what’s going on in the movie, concerned mostly with establishing the setting more than the plot. There are lots of cool shots and some narration about The OASIS and what it represents. Once you’re in the VR world it leans heavily on nostalgia with shots showing The Iron Giant, the DeLorean from Back to the Future and more. It’s also incredibly heavy on hyperbole, calling Ernest Cline’s source novel “The Holy Grail of pop culture” and director Steven Spielberg a “Cinematic game changer.”
The LEGO Ninjago Movie
It’s a pretty short trailer that accompanied a panel featuring most of the cast and crew, but it’s still pretty funny. Not a whole lot new is shown, just a bit more of the daddy issues Lloyd will have to face as he tries to stop his evil warlord father.
Marvel Studios is apparently going all-in on selling this as a buddy comedy featuring Thor and Hulk as the vast majority of the action here centers around the two of them. The trailer that was revealed at Marvel’s panel features lots of one-liners along with the idea that Thor is putting together a team of Hulk, Loki and Valkyrie (Tessa Thompson, who wins the trailer hands-down) to stop Hela from destroying Asgard and unleashing Ragnorak. God bless director Taika Waititi.
Avengers: Infinity War, Black Panther, Ant-Man and The Wasp
All of these movies were part of Marvel’s big Hall H presentation. Footage from all three was shown but Marvel has said it won’t be released officially online, serving as an exclusive for fans. The audience apparently got a good look at all three, though, and heard the news that Michelle Pfeiffer would play Janet Van Dyne in the Ant-Man sequel, which is a great choice. There was also the announcement that Captain Marvel, starring Brie Larson, would actually be set in the 90s, with the story involving the shape-shifting Skrulls in some way.
You can view some of the posters and other promotional art released at San Diego Comic-Con in the gallery below.