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 19th 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.
A note on a BBC iPlayer double bill: All Watched Over by Machines of Loving Grace and Wall-E
I can’t work out whether or not I’m a massive fan of All Watched Over by Machines of Loving Grace yet. It’s been recommended to me by several people and I finally watched episode 2, about the illusion of self-regulating ecosystems, and a lot more. On the one hand it’s clearly very different, ambitious and bold, and should be applauded for a rare example of demanding and ideas driven television. But then it also seems simplistic and forced at times, especially when trying to bring the focus of its enormous scope back to its core theme of the influence of machines.
There’s definitely a strong chance that I simply did not fully understand the programme. I am still digesting the theories in my head and the central thrust of its weaving argument. I think my only reservations about it stem from the fact that All Watched Over by Machines of Loving Grace relies on being an impartial, enlightening and myth busting statement. Clearly though it has its own agenda and world view.
Whilst most of the analysis and arguments are sound, indeed I agree with most of it, I was slightly annoyed at times that a programme attacking deceit was playing its own tricks on the audience. Now and then the tone veered across a line from informative and intelligent to preachy and patronising.
However I will be watching more of the series. Undoubtedly I enjoyed it. Indeed whilst I moan about the programme’s own agenda, it was refreshing that this was something with a worthwhile point to get across. Somehow it encompassed vital but mostly overlooked elements of formative 20th century history, scientific theory, cultural shifts, communes and topical stories like the Arab Spring and even the Big Society.
I’m not going to delve into the depths of the arguments here because even though I have my opinions they will be convoluted and poorly expressed. For the most part though, rest assured, All Watched Over by Machines of Loving Grace talks valuable sense. It is clever. But don’t be intimidated as it’s no bad thing to question the weaknesses of its points either, as there are clearly holes in such an admirably ambitious undertaking.
Aside from the substance, the style is a delight. Weird and wonderful archive footage is mashed together to give a vivid sense of the times, as well as the spooling complexities of some of the theories. The narration is mostly engaging but sometimes repetitive and, as I’ve said, patronisingly simplistic. However one of the good points to take from All Watched Over by Machines of Loving Grace is that in the past solutions have tended to be unnecessarily complex in pursuit of unrealistic ideals.
Enough vague waffling about something that, basically, you should watch to judge for yourself. And onto Wall-E, one of just a handful of Pixar pictures I hadn’t seen. Last night, at a silly early morning hour, I decided to finally meet the lovable waste management unit on iPlayer.
Wall-E has everything you expect from Pixar, and more. Not only is it touching, funny and heart warming, with a particularly poignant and understated love story, but it makes political points too. This certainly isn’t the complex, deep level of commentary on offer in All Watched Over by Machines of Loving Grace, but rather symbols highlighting contemporary and sometimes controversial problems.
Some themes certainly do overlap with All Watched Over by Machines of Loving Grace, mainly to do with mankind’s dependency on technology. In Wall-E the point is predictable and hardly subtle, with robots scurrying round to cater to our every need and humans literally not having to leave their hover chairs. But for children’s animation this is still a film with some brains as well as that required Pixar heart.
The key point Wall-E has to make is about over consumption, with Earth so littered with waste that humans have had to take an extended space cruise. But this 90 minute romp also touches on the power of corporations, advertising, global warming and junk food. We get so fat we can’t stand and so pampered and manipulated that we can’t think.
The real magic is that all of this is seamlessly stitched into a charming and compelling story though. Wall-E stands out from other Pixar creations because it’s given space and all its sci-fi trappings with which to visually dazzle, and also because the protagonist barely speaks. Much of Wall-E is without dialogue and the wonder of silent movies is recaptured, especially when he’s making use of his extensive collection of human memorabilia and music. Stripping away everything else allows the best of Pixar to shine.
So if you’ve got time on your hands head over to BBC iPlayer for a thrilling and touching journey with Wall-E through outer space, and an intelligent and inspiring tour of our recent past with All Watched Over by Machines of Loving Grace.
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