Mystery marketing is no substitute for good filmmaking

Last week the hype for Christopher Nolan’s third Batman film, The Dark Knight Rises, moved into top gear with the launch of a clever and mysterious publicity campaign. On Thursday the 19^th of May the official website became active, only to reveal nothing but a black screen and the sound of chanting. By the following morning, the most dedicated and geeky intelligent of fans, had filtered the noises through various ingenious programmes that visualise sound waves, revealing the Twitter hashtag #TheFireRises. To cut a long story short, the more people that Tweeted the hashtag, the more of an image from the film was revealed. Eventually a genius with time on their hands managed to expose the whole picture, giving the world its first glimpse of Tom Hardy’s beastly Bane.

As exciting as all this was for fans eager to learn about the sequel to The Dark Knight’s phenomenal success, such high concept viral marketing is not a new idea. Christopher Nolan in particular should know this, after previous films of his have utilised the growing trend for such campaigns. Most notably, last year’s Inception generated enormous hype with lots of vague waffle about the “architecture of the mind” doing the rounds on forums before any plot details had emerged. The official Facebook page for the film released clues to the whereabouts of Inception merchandise and tickets, sparking races across British cities for the treasure. There was also a special app for the film.

Even The Dark Knight had seemingly legitimate websites, both pro and anti Harvey Dent, calling for support in the Gotham city elections for District Attorney. But the undisputed king of mystery, minimalist marketing is Lost creator JJ Abrams. He produced 2008’s Cloverfield, which was perhaps the first project to truly embrace the public lust for speculation and a hunt for clues. It was promoted with the merest slither of information and talked up as a story that blurred the boundaries between fact and fiction, claiming to be comprised of “found” footage from real home videos. Lost too, made the most of secrets to stir debate amongst fans.

Abrams is the director of this summer’s much anticipated Super 8, which is co-produced by the tantalising team of him and Steven Spielberg, and the trailers have adopted the same old tricks which we’ve come to expect. During the flurry of Super Bowl trailers earlier this year, Super 8 remained the only real enigma amongst a pack of blockbusters, which undoubtedly made it stand out. But there are also drawbacks and limitations to such cryptic and vague promotion.

A few weeks ago a select group of journalists and critics got to see the opening 20 minutes of Super 8. And whilst many of them had positive things to say, those that have already written about their snippet of Abrams’ creation pack their articles with questions and a tone of scepticism as they look to extract the substance from the chorus of theories. Several commentators have said that the uneven blend of a heart warming buddy movie, a scary alien attack and effects heavy blockbuster, doesn’t satisfy the hype.

Without all the frustrating teasing, perhaps the writers would have been more inclined to focus on the film’s positives. How can the product ever live up to unrealistically heightened expectations? The trailers have already been ripped apart, frame by frame, for the slightest of clues. Cinemagoers with regular internet access may have heard of Super 8, but by the time of its release its barebones promotion may have left them either uninterested or so frustrated that they seek out an idiot who has leaked detailed spoilers.  

Such saturation of the web certainly gets people talking and immersed by the ideas of a film. But it’s not a standalone guarantee of a box office hit. For one thing, despite its all conquering swell, the internet still does not reach everyone. Even some of those that use it may not wander into areas dedicated to film or have the time and desire to unravel marketing mysteries. Other media such as television and newspapers remain a vital tool for more instant advertising reach, rather than a slow burn.

There have also been failures that are too reliant on viral campaigns, even when those campaigns are successful. Disaster epic 2012 caused such a stir about the end of the world that NASA had to set up a special page to reassure people. But after it bombed with critics and the public, the big budget project was still a flop. Countless low budget releases think that cheap online methods will assure sufficient publicity but without a breakthrough in more traditional media, most of these languish and pass unnoticed in the cyber shadows, even when they have their merits.

The fact remains that viral marketing often only helps increase the hype for an already much anticipated film. The Dark Knight Rises will be a box office success regardless but the occasional prod from the filmmakers will cause sizzling talk to increase the takings still further. JJ Abrams and Steven Spielberg are names that will attract attention because they are accomplished storytellers, not marketing magicians.

In the case of Abrams I would hope that the motivations behind his teasing details and whiffs of mystery are noble; he wants his audience as absorbed as possible by his fictional world and genuinely surprised by its twists and turns. Abrams, Spielberg, Nolan and others know that what matters in the end, after the hype, is the film itself. Get this wrong and the publicity will be a curse rather than a blessing.

GI Joe: The Rise of Cobra – yes you read that correctly

I’ll start with a revelation; I paid actual money to own this on DVD. It was cheap, it was on offer, but nevertheless I handed over real currency. Why not just burn a wad of cash instead? The answer is that these days I am so enjoying wearing my critic’s hat that I actively sought out a film on the shelves of HMV that would prove the perfect target for a volley of vitriol on a day of frustration. Yes bad films can be painful to endure, but take a tip from me; write derisively about them afterwards and the whole experience is transformed into the best kind of therapy.

I also thought that given the hordes of superhero blockbusters soon set for release, a great many of which based on cinematically underused characters, it would be interesting to examine a film trying to establish a franchise. And more than likely point out all the areas it fails in, thus advising the big cheeses at Marvel and DC and the like, who all hang on my every word.

Having said this despite day after day of dismalness since I purchased GI Joe, days in which I could have done with a cleansing rant, I could not bring myself to sit down to watch it, knowing that watching the film itself would probably shovel manure onto my already foul smelling mood.

Now though the deed is done. All of GI Joe’s 113 minutes rammed down my eyeballs and willingly into the vaults of memory. My verdict will be far from surprising. As usual it’s simultaneously comforting and disheartening to have my own views almost precisely tally with the summary on Rotten Tomatoes:

“While fans of the Hasbro toy franchise may revel in a bit of nostalgia, G.I. Joe: The Rise of Cobra is largely a cartoonish, over-the-top action fest propelled by silly writing, inconsistent visual effects, and merely passable performances”

Yes I might be getting it right, but what’s the point in me if I don’t say anything new?

With this in mind then, here are some things that were surprising about GI Joe: The Rise of Cobra:

1)      It’s got a really impressive cast! People pop up from all over the world of film and TV, for even the slightest of roles, and in particular from places kids will love. There’s a Doctor Who being bad (a suitably evil and decent performance from Christopher Eccleston), the Mummy from The Mummy, the villain from Bond film Tomorrow Never Dies as the President, the guy who stops the Mummy in The Mummy, that cool street dance kid, her from Stardust, the serious one from Inception (Joseph Gordon-Levitt, who’s soon to be in Batman too!) and that shouty scientist who saves the world from the inevitability of global warming in The Day After Tomorrow. I can only assume that all the American stars in this loved the toys and all the Brits were paid treasure chests full of booty for their unavoidably sinister accents.

2)      Talking of booty GI Joe has an awful lot of it for a family friendly action story. Dennis Quaid struts around as a General with a stunning beautiful assistant always to hand. Sienna Miller’s cleavage deserved its own recognition on the billboards. Red headed, blonde and brunette beauties are showcased in everything from skin tight “accelerator” suits, to tiny jogging tops or outfits made from 100% leather. Obviously to enjoy GI Joe at all you leave plausibility and realism at home. But there’s something disturbing about all this flesh for a potential franchise based on toys and a film with a 12 rating. It’s like the Playboy bunnies broke into Toys R Us and are teasing you before an orgy.

3)      I enjoyed (some of) it. Maybe it was just Sienna’s constant pouting. But the extended action set piece in Paris was quite creative at times; over the top and overflowing with visual effects for sure, but enjoyable compared to the other numerous grandstand battles.

The most annoying thing about GI Joe: The Rise of Cobra was its endless focus on the back-story of various characters. This is saying something. Most of its irritating faults are obvious; the wooden and unwatchable Channing Tatum, the relentless pointless noise, the other mechanical actors playing cartoon cut outs, the fact that the whole thing is a lifeless mess. Perhaps what was really annoying about the continual flashbacks and diversions to show how the characters all had past grudges against each other, was that it made GI Joe have ambitions that went beyond making noise. Almost as if they thought they were telling a narrative that could be called “engaging” or kick-starting a franchise that could be “successful”.

The very opening scene, with absolutely atrocious French and Scottish accents in the 17^th century, tried far too hard to give the characters meaning and seemed redundant in reality. Studio chiefs take note: don’t fuck with history or flit through the past lives of your characters. Even if you’re trying to sell the toys they’re based on.