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 5 – The Rebel Flesh

I am rather late with my thoughts on the latest episode. This is because in a lot of ways I thought The Rebel Flesh was scarcely worth commenting on. Not because it was bad but because it was mostly a setup for next week’s The Almost People. My suppressed OCD instincts could never allow me to skip an episode though. Judging by the build up to next week, it would seem that we’ll get some fairly substantial answers to aspects of the story arc, as well as a dramatic conclusion to the story established here.

The trailers and promotional material for The Rebel Flesh all emphasised the aspect of the Doctor mediating between two sides in a war, without necessarily condemning one as the enemy. This was all rather ominous given that the weakest episodes of last year’s series came via the Silurian double bill, in which the Doctor was reduced to an ineffectual peacekeeper. However thankfully not only does next week’s finale look far more satisfying than last year’s, as a standalone ideas piece this was superior to the disappointing Silurians.

Matthew Graham’s script has some very interesting ideas and manages to be original despite treading well explored sci-fi territory. The Doctor gets some fantastic lines when he is calmly and seriously explaining the rights and beauty of the flesh but I can’t help feeling Graham doesn’t carry off the scattier moments as entertainingly as Moffat or even RTD in the past. Matt Smith’s increasingly assured and diverse performance helps gloss over these occasional weaknesses in the more playful chunks of dialogue though and one line did manage to capture the mysterious, funny and mad side to our temperamental Time Lord: “I’ve got to get to that cockerel before all hell breaks loose! I never thought I’d have to say that again.”

The concept of the Gangers is suitably chilling for the tone of the new series and delightfully unsettling. There are genuinely complex ethical questions that arise from such a technology. Doctor Who is at its best asking those sorts of questions and sparking intelligent debate. But of course it also has its essential ingredients. Here we get some typical running around and down corridors, as well as scary gooey faces and a dark, near future setting.

With the somewhat obvious creation of the Doctor’s Ganger, and its emergence at the end, many are wondering if this is connected to the big question marks of the series surrounding the Doctor’s death in episode one. It would seem to be an easy get out clause. But for some reason my instincts tell me it would be simultaneously too simple and complex a solution. Too simple because Moffat doesn’t like answers you can see coming and too complex because clearly, despite their similarities, the Gangers have underlying faults and differences that make them monstrous. And I’m sure the Doctor will be of the opinion that there can’t be two of him dashing about the universe, for reasons of cosmic law and order.

Elsewhere in this episode we are still being fed teasing reminders of Amy’s pregnancy, with the Doctor scanning her inconclusively once again and telling her to “Breathe” before he darts of to try and stop the solar tsunami doing too much damage. Also Amy’s and Rory relationship continues to be pushed and strained. This week Rory has another love interest, in Ganger/human Jennifer, which is a nice role reversal for the hapless husband, often just reduced to a comic presence lusting after the TARDIS redhead.  Theories swirl in the online fan community, with some suggesting Rory is fading in and out of reality. Seems random? Don’t forget his disappearance through a crack in time and space last year and his return as an auton. Also the Doctor has forgotten about Rory a few times this series, including in this episode. Such moments appear to be simple humour at first glance. But maybe they’re not.

On a second viewing I thought Raquel Cassidy’s performance as factory leader Cleaves was quite appalling and irritating. That’s right just a random jibe at a hardworking actress there.

Stay tuned for next week’s The Almost People, which will nestle nicely before the Champions League final. Superb Saturday viewing.

The Shadow Line – Episode 1

I wasn’t quite sure what was meant by the term “event television” at first. Apparently we don’t have much of it over here. Whereas they have loads of it over there. Here of course is, well here, and there is America, the US, the United States, the land of the free. I suppose now they can call themselves the conquerors of terror. Nevertheless, whatever our inferiorities on the hunting down madmen front, I thought it was a harsh and unfair assessment of our television schedules.

Course no one reads schedules anymore though, no one sits down to watch anything at the allotted hour. We’re all addicted to endless self gratification. We get up to have an iPoo, flush it down the iBog and wash our hands with interactive iSoap, ambling into the kitchen through the iDoors that open with that Star Trek noise, to sit down to our perfectly timed iToast. Then we float to work on our iMagicCarpets, reading an article about the latest iPod on our iPads. When we’ve got a spare moment we’ll catch up with our favourite shows, saved straight to our favourites automatically on iPlayer. Or we check out some new comedy, whenever we want, on 4Od. Thankfully ITV is pretty much forgotten online. Someone told me there was an itvplayer, but I didn’t believe them. What would be the point?

Anyway back to my point. Even if we did read schedules we’d just shout “SHIT!” and toss them down somewhere. But it’s ridiculous to say British TV lacks events. The Royal Wedding was an event that the whole world, especially the Yanks, wanted to see. And they couldn’t replicate it even with their superior budgets and 22 feature length episode series. Quite often BBC Sport will show some horses jumping about the place and that’s actually called Event-ing! How can things get more eventful? Even ITV has the odd football match. Football matches are events, I’ve been to some. And just because baseball has more interesting bats than cricket, and the Super Bowl is so good people watch it for the adverts, does not mean British sport is any less diverse and eventful than American ones.

I eventually discovered that “event television” refers to the scale and quality of drama, as opposed to sport or documentaries. American imports like The Wire, The Sopranos and Lost have become cultural staples in recent years on this side of the pond. Meanwhile good British drama is of the costumed variety. Only wrapped in frilly frocks will British drama make it from here to the bigger apples on the other bank. Other countries don’t care about our storytelling unless it’s Downton Abbey (there’s a persistent rumour that ITV made that!). Everyone wants the classy execution and paranoia driven plots of American drama though.

Being the dinosaur that I am, I haven’t watched any of the American series I mentioned above. I couldn’t possible tolerate the colonies beating us in terms of quality. I’m quite content to chuckle along dreamily to a familiar episode of Friends but that’s because such a programme has no far flung aspirations. It’s simply crude and silly humour.

In all seriousness though, I may not be familiar with The Wire and other renowned US drama but I have seen the higher production standards of American creations and the flaws of British drama are plain. Part of the reason Doctor Who is being so lovingly welcomed back is that it’s one of just a handful of shows capable of “event television”. Off the top of my head I can only think of Spooks as another show, not dependent on a typically BBC period setting, capable of generating awe inspiring thrills and twists for the duration of a series.

The controller of BBC One recently refused to authorise a second series of Zen, about an Italian detective played by Rufus Sewell, on the grounds that the channel had too many detectives. I believe this decision to be a mistake. Zen was not “event television”, its pace was too pedestrian, but for British audiences in particular it filled in some of the weaknesses of TV drama. It was filmed on location in Italy and set in the present day. It had sophistication, a strong cast and good scripts. It might well be true that crime as a genre in this country lacks impact because there are too many identikit competitors, but Zen genuinely stood out. It was certainly superior to Luther, which will continue.

The latest addition to Britain’s list of crime based programmes is The Shadow Line, which for what it’s worth, is on every Thursday at 9pm on BBC Two. It arrives with the bold claim that it’s bringing that elusive “event television” quality, to these shores. And this is no import. It’s written, directed and produced by the man behind Rob Brydon’s Marion and Geoff, Hugo Blick. It’s unquestionably his brainchild and therefore primarily his problem if the bold claims disintegrate into disappointment. It’s frequently compared to The Wire in all the hype, which was of course fairly meaningless to me.

At first glance The Shadow Line is at least interesting for taking an alternative angle and a refreshing approach. It’s about a murder investigation from both sides of the law. It requires you to stick with it for its seven episode run for secrets to be revealed. Its opening scene, however, has the potential to alienate the undecided viewer. Far from going out of its way to hook you, it drops you into a rather sparse and moody scene. Two policemen discover a body in a car, with the more experienced man quickly assessing the grim situation. He has a cold and detached manner that’s slightly unsettling and mutters under his breath as he recognises the victim with multiple gunshot wounds. The rookie with him is clearly naive. The old timer declares that they’ll be leaving this one for someone else to deal with.

It may be a slow burning and confusing set up but it was enough to draw me in. The realism to the dialogue and the detail of the camerawork is some of the best in the episode. Sadly The Shadow Line doesn’t always walk the line of successful “event television”, straying into the shadows of OTT stylisation a number of times. Not all of the acting is good and the script sags at points and tarnishes its excellent features with the occasional god-awful line of dialogue. The most memorable example is when a “tough female detective” decides to dress down an ordinary cop following procedure a little too closely with a speech about the first syllable of “country” and “constable”.

These lapses let down what is otherwise a promising episode. The characters range from the rounded to the farfetched. Christopher Eccleston’s Joseph is a front man for heroin dealers, running a flower and fruit company built from scratch with his own cash. He has a wife with early onset Alzheimer’s and is more sympathetic than any other character. He’s trying to unpick things from the criminal side, and is clearly more powerful than he’s letting on. On the side of the (clearly corrupt) law, is Chiwetel Ejiofor, who is a detective with a bullet lodged in his brain. He can’t remember anything about the assignment that got it there, or the suitcase of money in his wardrobe, which is a well handled climax to the episode. Both of these leads do a good job and get some good lines, with Eccleston coming out of it particularly well.

The Shadow Line has so many influences and so many paranoia driven secrets that it could be too much. Its emphasis is also so firmly on looking and sounding classy that at times it simply looks ridiculous, and will come across as arrogant and up itself. But I’ll keep watching because it’s a bold idea with good looks, that now and then, does feel like top notch telly. And “event” telly at that.

The i: Media revolution or pointless newspaper flop?

At Waterloo station the other day I finally succumbed to curiosity. I found myself staring blankly at a WH Smiths emblazoned with a small red letter “i”. In just one moment, demoralised and waiting for a train, all the hype and advertising culminated for me. It was only 20p, let’s see what all the fuss is about. I lugged my stuff over to the store, handed over my solitary coin and headed for a drink to dissect the nation’s latest news phenomenon.

Or is such a big deal? I sit here with two copies, having purchased a second for the purposes of writing this piece. And from the outside it doesn’t look so extraordinary. Sure I’m familiar with the concept, the image they’re trying to sell. It’s a concise compilation of news and opinion, an intelligent but manageable information snack to be devoured by your busy city type. It ought not to appeal so greatly here in my rural setting, and yet the first two local shops I tried were sold out yesterday. Not just a paper for commuters rushing through London terminals and underground stations then? Perhaps it does have some foundations of longevity; having said that, it could simply be the novelty buy of the moment.

If you’re reading this and saying to yourself “what on earth is i?” I am frankly astounded. I don’t believe you can have avoided the marketing blitz accompanying its release. It adorns the side of London buses, plasters newspaper stands and rules the ad breaks at times. The strap-line at the top of the front page reads: “As seen on TV: Britain’s concise quality paper”.  They’re fully aware of the exposure i is getting and I’m guessing the idea is to hook regular readers early. The dirt cheap price will be crucial to the appeal, as will the two key selling points; concise and quality. It’s broadsheet meat in tasty tabloid nuggets.

Essentially it’s a bite-size version of The Independent. The fact that it’s The Independent launching the i does bode well in many respects; The Independent is the newest established national paper in this country. Launched in the eighties it knew how to exploit gaps in the market with price, design, image and politics. Nicknamed the Indy, it used the slogan “It is. Are you?” at its birth in 1986. Such lines show that even back then this was a paper that knew how to bag itself a target market of aspiring intelligent types looking to distinguish themselves from The Guardian or The Times. It would be simultaneously liberal and opinionated, and respected and trusted. In 2003 it took on a tabloid format, which begs the question, why the need for the i?

The clue is in the name. The i is unashamedly jumping onto the Apple bandwagon. We arrive in a new decade, the teenies or whatever follows the noughties, grappling with the coming of the iPad. The iPad seems to herald a new media age in a lot of ways. Countless commentators and reviews argue over its purpose, with many concluding it does not have a particularly functional one. In technology the iPad is halfway between a laptop or netbook and a smartphone or iPod. It fails to do certain things these old staples do so well, whilst also doing some new things no one is quite sure whether we want yet. Most reviews also conclude that the iPad is so much fun, it scarcely matters what it’s for. It’s an inexplicable indulgence, until the content starts to catch up.

 But unavoidably the ethos around the iPad is the direction of travel, the way things are going. People want everything they do, everything they consume, to be aesthetically dazzling and finely crafted. They want to look cool when they read the news and they want to feel cool. They want it to be easy but still be well informed afterwards. They want colour and images. The i is the newspaper equivalent of the iPad; it’s well designed and bright and fun, but it hovers in a new uncertain territory between purposes. Is it broadsheet or tabloid? Paper or magazine? Light or heavy news?

At first I was reading the i trying to work out whether it lived up to its brief of “concise quality” sufficiently, and even if it did, whether it was good enough to warrant such a category of publication. I mean can’t even the busiest person simply selectively scan their favourite paper? I was judging each article to decide whether it had the depth of broadsheet and snappy digestibility of tabloid. The selection of topics for articles is certainly suitably intelligent, with nothing too light or smutty about cheap celebrities creeping in. On the snappy front the opening double page has a “news matrix” with summaries of the day’s top stories, so the reader has at least an overview of everything. This does seem surprisingly handy.

In fairness to most of the articles about serious stories, they do an admirable job of cutting right to the point without being patronising or watering the issue down. But unavoidably there is an unsatisfying lack of depth. Everyday there is a fairly substantial opinion piece however, which can’t be accused of cutting corners. Indeed the opinion section of the paper is a good example of successful fusion between manageable and satisfying content. An “opinion matrix” summarises views from other publications, a bold and genuinely informative move in keeping with The Independent tradition, adjacent to an article from one of their writers. I really like that it quotes other papers, and I imagine the average commuter without the time to buy and read a range, does too. There is only the one opinion piece per day though.

This week the content of the i has been somewhat heavy on anti-Murdoch sentiment, what with the ongoing hacking story and the takeover of Sky forever raging, which I found tiresome. It’s of course admirable to expose such stories, under reported in other papers, but it compromises the potential for other news and comment in such a small paper, and also The Independent tradition of staying above the fray (despite an undoubtedly left-wing reputation).

The television schedule is well designed, split as it is into categories with key programmes, and a smaller list with the all junk underneath. Ideal for those that work all day. There’s also a section called “iq” which seems to be dedicated to the likes of style and recipes and again has a good balance between brevity and depth. The arts area of the paper seems somewhat recycled each day, with film and theatre listings and descriptions; no reviews. Not being a businessman I wouldn’t know if the business section was adequate, but it has its own “news matrix” which seems a good, broad introduction to all the main action of the day. The sports pages are really quite short but do touch on all the main issues; football transfer gossip, Six Nations, Andy Murray.

After all this analysis though I remembered how crucial the comparison with the iPad is to understanding the i. Frequently I toy with it in those cavernous Apple stores, knowing full well I haven’t the funds for such an extravagance or even if I would use it at all, should I win the lottery or rob a bank. But every time I go in for a discrete fondle of the touch screen, that indescribable feeling Apple manufactures so well washes over me. That feeling of being at the forefront; the vanguard of technological advancement. As if I’m in an incredibly cool sci-fi film, not my mundane life. That feeling of childish play, somehow fused with the realisation you’ve arrived as an adult with the James Bond gadget to prove your maturity and success. Look at the tech they let me unleash! Behold the luxuries that make up my exciting everyday existence!

Like the iPad, the i is a symbol of a life style choice, a lot more than just a paper. Now it might be the case that your choice of paper has always been a significant indicator of outlook and ambition, but the i is a heightened version, harnessing the 21^st century Apple fever. It popularises that choice and makes it available to the masses as a statement of intent. “Look at me, I am intelligent but too busy to stop, I’ve arrived!”

Even if you don’t consciously think this, the colourful design and appeal of the i put it on that similarly luxurious plain to the iPad. It really is well designed, easy to read and pretty to look at on some pages. And why shouldn’t intelligent news be a pleasure to look at? Why does it have to be bunched in dense text and an excruciating eyesore? Especially when you’re jammed in like sardines on the tube. The colour coded pages help you swiftly find what you’re looking for and the multitude of colour photographs let you feel the news, experience the world, rather than simply read about it. Like the touch screen of the iPad, the i feels interactive at times and immersive despite its concision.

One thing that really baffles me is the continually shabby state of The Independent website following the launch of the i. To truly capitalise on the stylish Apple-like aesthetic they’re cultivating with the i, they would lure people to their equally swish website. But for ages The Independent’s website has been the drabbest online newspaper around. Some would simply call it functional, with its white background and lack of trimmings. But a hideous mustardy brown colour is used across the top and the font is squat and awkward to read. It’s a real shame, because it’s so bad it often puts me off delving into the regularly insightful, impressive content, which has real depth that goes beyond the snippets in the prettier i.

I would do well not to push the comparison with the iPad too far. The i lacks the level of interactivity and excitement cutting edge technology like the iPad can provide. It is, at the end of the day, a slimmed down newspaper. But its design and marketing reflect a cultural trend. There’s nothing wrong with what the i is trying to achieve, and it’s admirable in fact to see something try and keep print publications fresh and competitive. The threats of the iPad and the internet could jeopardise journalism and courageous solutions are needed. The i does the right thing by embracing the challenge of our new aesthetically obsessed, Apple stuffed world, rather than denying it. With its colour, cool and seamless advertising spaces and refreshingly un-patronising news, the i has the potential to be more than an early 2011 fad. Crucially, at 20p, you may as well give this stylish “essential daily briefing” a whirl, before properly digesting your preferred daily in the evening.