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.

Holy Rollers Film Review: Are stories “inspired by real events” killing creative cinema?

Waiting around on plush leather sofas with the nibbles before the screening of Holy Rollers, one of the laidback critics said; “this must be a young person’s film”. A few of the other veterans nodded and chirped their agreement through mouthfuls of crisps and gulps of Coke. They surveyed us seated young’uns; youthful writers and bloggers seemingly suited to this tale of wild, animalistic New York and Amsterdam abandon, starring modern rising star and Best Actor nominee Jesse Eisenberg. They began a conversation about The Hangover, prompted by Justin Bartha’s role in this movie.

It was a one sided debate that continued as we took our seats; a small posse of expert cinemagoers agreeing that they did not see the appeal or comedy in the outlandish drunken antics of middle aged Americans. For them its garish humour seemed emblematic of the sort of mainstream bile lapped up by the youth of today. Hollywood studios continually plump for safe, unintelligent films and when one of them catches on, they pounce on the premise to produce sequels. The Hangover 2 is on the way this year of course, spiced up with rumours of increasingly daft cameos.

Another filmmaking trend of recent years is the success of “inspired by true events” storytelling. Half of this year’s Best Picture nominees at the Oscars were based on actual events or adapted from existing works. Of the genuinely original creations born specifically for the big screen, one of the most impressive was an animated sequel in the shape of Toy Story 3. The Social Network, The King’s Speech’s only serious rival, represented another growing pattern; the events that inspire filmmakers are in the increasingly recent past. Historical drama like The King’s Speech is an age old staple but the reimagining of stories that were in the news not so long ago is a fresher phenomenon.

What an ever swelling chorus of commentators bemoans about this is that it’s lazy storytelling. The Social Network was undoubtedly excellent and an absorbing piece of art as a whole that captured something of the essence of our time. But it was so dramatised and adapted that it was almost a work of fiction, built upon very loose foundations of fact. Wouldn’t energies be better spent on new stories rather than the complicated and potentially offensive fictionalisation of recent history?

The trouble is that as the Oscars went someway to demonstrating, when films are based on something real and interesting they can prove to be more skilfully crafted and lucrative. I certainly wouldn’t want to miss out on films like The King’s Speech and The Social Network; they are a valuable, enriching and enjoyable part of culture. But they should not stifle the flowering of completely different and new tales. They should not be made at the expense of thousands of undiscovered, productive and powerful imaginations. They mustn’t kill off the storyteller.

Wow what a rant. You’re probably waiting for me to start talking about Holy Rollers. But this is the overwhelming thing that struck me about the film, and at once the key and limit to its success. It takes a mostly unknown true story from the recent past (1998) of Hasidic Jews in New York smuggling ecstasy into the States from Europe. It should be applauded for shedding light on this remarkable tale and this is one of the pluses of adapting the truth I suppose; otherwise forgotten personal histories are preserved on film. However when aiming for a reasonably faithful retelling, as the filmmakers do here, their execution is constrained and drama can be minimised. Holy Rollers was unavoidably predictable and failed to engage as a result.

For Eisenberg, playing real people is becoming something of a habit. The comparisons between his character here, Sam Gold, and inexplicably likeable Mark Zuckerberg in The Social Network, are there from the start. Gold is bright but trapped in the unfulfilling monotony of study, much like Zuckerberg, only here he’s training to become a Rabbi. Like Zuckerberg Gold craves an immediacy lacking from his life and is clearly reluctant to embrace his lifelong fate in the prime of his youth. There’s something geeky yet rebellious about him. On the other hand he wants to succeed in the way expected of him. He wants to rise through the community and avoid losing face by truly impressing the beautiful wife arranged for him by his parents.  

His best friend and neighbour, Leon (Jason Fuchs) is more dedicated and accomplished at his studies. Now and then Gold seeks to rebel against his failings rather than stick at it, and eventually Leon’s brother, Yosef (Bartha) is there to offer him a way out and considerable extra cash to impress his family and prospective spouse. He works for an Israeli drug dealer importing merchandise from Amsterdam via above suspicion Jews. At first Leon and Gold go together on the understanding that they are bringing back important medicine. When the truth comes out Leon is appalled and knuckles down to study. But Gold has got the taste for both the money and the lifestyle.

He starts to show his knack with numbers and profit to drug dealer Jackie, becoming more and more integral to his operation. He is intoxicated and confused by the teasing sexual charms of Jackie’s girlfriend, played by Ari Graynor. There are some awkwardly hilarious scenes between Eisenberg and Graynor where both really show their comedy credentials with pleasing subtlety. Gold’s religious upbringing collides with this new world and prevents him from fully embracing the hedonism and the drugs and the sex. His naivety leads to the breaking of whatever bond he had with the girl.

Aside from this intriguing relationship and sub-plot, the unravelling of the narrative is far too clearly signposted. The visual style of direction in the film remains unchanged throughout, becoming bland, dreary and uninteresting. Eisenberg’s performance on the whole is solid and he does his best with some big emotional moments, but they never really ignited my interest. His transformation from a young man stifled by his surroundings into one embracing an illicit freedom, and calmly instructing new smuggling recruits to “mind your business and act Jewish”, doesn’t quite sit right or convince. Having said this despite the similarities to his performance in The Social Network, he does show a slightly broader range and give a good account of his talent. The failings probably lie more with the script.

Bartha’s believability as the volatile Yosef is strong and there is something charismatic and mysterious about his character. But once again the limitations of the true story format prevent us from seeing him develop into anything that exciting. The premise and setting of Holy Rollers may be initially interesting but ultimately the trajectory of the story is all too plain from the beginning. It might be a faithful reconstruction and it has its worthwhile moments, but this is a film that feels sanitised and seems to only scratch the surface of issues that could be explosively entertaining with greater imagination and drama.