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.

Doctor Who: Series 6: Episode 4 – The Doctor’s Wife

Am I getting overexcited if I say that this episode had everything? The Guardian series blog says that at its heart this was just a story of love between a man and his car, “perfectly pitched”. But I think that’s a simplification of the abundance of ideas in The Doctor’s Wife and a misunderstanding of the bond between Doctor and machine. If the TARDIS is a car it’s the fastest and most exclusive vehicle on the roads. And the machine is so deeply rooted in Time Lord culture, carrying such a magical image with divine possibilities, that its equivalent as a car would have to be the very latest model opening up the world for travel in a time of horse and carts. The Doctor, after all, is more than just a poser in a Porsche; he’s an adventurer, explorer and conquering genius. And the TARDIS is his home, the one constant in his lonely existence.

There is too much to talk about after such a spot on execution of a tantalising premise. I had not heard of Neil Gaiman before this week but he brings a distinctive and fresh feel to this episode, with its industrial junk and grimy Victoriana costume. Yes we’re clearly in the classic setting of a quarry, but it isn’t samey; the set is wonderfully lit and decorated to create a unique rubbish dump environment.

 His glittering CV in sci-fi and fantasy is evident everywhere but Gaiman also grasps the history of Who and mines it for inspiration. More than any other incoming writer he creates a fan fest for die hard followers. The focus on a personification of the TARDIS and distress calls from Time Lords such as the Corsair, provides the pudding for lifelong Whovians, whilst the running around corridors is a classic treat many newer fans will have missed from the RTD era.

But it’s not just running around corridors. With the jaw dropping concept of the soul of the Doctor’s beloved blue box transplanted into a woman, it would be easy to gloss over the scenes with Amy and Rory. There’s no doubt that the Suranne Jones and Matt Smith double act steals the show. However the scenes with our married couple continue running themes of Moffat’s reign, raising further questions about the story arc.

What is it with constantly killing Rory? Mysterious and powerful entity House, brilliantly voiced by Michael Sheen, twice kills him with his hallucinogenic tricks. He also turns him against Amy, which is something many are saying might happen for real later on. There are chilling psychological scares with “Kill Amy” daubed all over the walls and some classic Whovian prosthetic frights with the tentacle strewn beard of the Ood.

What next? How about the marvellously creepy and eccentric Auntie and Uncle, both “patchwork people” continually “repaired” by the sadistic House? They add a delightfully quirky touch with touches of humour as well as menace. And Auntie, with what many might have missed as a throwaway line, hints at the story arc of Amy’s pregnancy. She grabs her and says “House loves you” and given that House feeds off of Time Lords or at least their TARDISes, are we meant to take that as a hint that the regenerating child at the end of The Day of the Moon is Amy’s? How on earth do the Doctor and Amy have a child? Is this just an elaborate red herring?

Enough speculation and back to the genius of this episode. House is a great idea for an adversary for the Doctor, an intelligent “entity” and one that simply wants to feed off of Time Lord energy, whilst also having fun with his food. The lovely sci-fi idea of a “bubble on the outside of a soap bubble” of the universe was also introduced through fantastically playful dialogue. Suranne Jones, effectively playing the TARDIS, did an absorbing and varied job of realising the rest of Gaiman’s excellent lines.

Indeed Gaiman’s script was perfectly structured as the TARDIS adjusted to human form, moving the character from nonsense, by degrees, to harmonious cooperation with the Doctor. This is an episode that really rewards a second viewing, as all the seemingly mad ramblings from Idris/TARDIS at the beginning, turn out to be quotes from later in the script or confused foresights from the time machine of what’s to come. For once the accompanying episode of Doctor Who Confidential was a total joy, as Gaiman read extracts from his screenplay that sounded more like intoxicating poetry and far better in many ways than the action brought to life in the episode itself.

Other odds and ends then: Matt Smith was excellent, getting the chance to be emotional, crazy and angry and determined. If we didn’t get many answers relating to this year’s story arc, we did get some partial ones to age old questions about the TARDIS and the Doctor’s past. For one thing we finally ventured beyond a control room. Ok the budget didn’t stretch to that swimming pool, but there was a lovely cameo from Tennant’s old control room. The TARDIS, given a voice, was at pains to say it was she that chose the Doctor to see the universe, not the other way around. And a satisfying explanation for all the random thrills and battles with evil: “You didn’t always take me where I wanted to go,” /”But I always took you where you needed to”.

After last week’s enjoyable run around, The Doctor’s Wife was a romp, romance and refreshing ideas episode rolled into one. Hopefully Gaiman will be persuaded to return and deliver the kind of one off story Moffat used to do so well. Next week The Rebel Flesh looks set to bring back some sort of Cassandra like creature. But things still look dark, dingy and dangerous.

P.S Are all humans like this? Bigger on the inside?