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.
Is Chivalry Dead?
In a word – yes. Certainly the chivalry of old perished long ago. I’m not saying it died with the knights, although an early form of noble gallantry may well have done. I’m talking about being a gentleman. And it’s been many years since it was normal for every single bloke to be “courteous and considerate” towards the womenfolk and indeed each other. Or at least since we were expected to be.
A certain type of classically dressed chap, who is both suave and selfless, reliable and romantic, is now nothing but a fictional character. He may have always been so, in reality. A combination of factors conspired to kill off his desirability though, many of them good things, like greater gender equality. But some of them not so good.
I think a form of chivalry, an evolved romance and respect for women, still has a place in modern life. In the past I’ve been shot down and put in my place for expressing some sort of view on chivalry by female friends and I would not dare to raise the subject with male ones. In recent days I’ve been reminded of the conflict and decided to turn to blogging to try to articulate my thoughts.
So I do think it is possible to still aspire to be a gentleman, even admirable to do so. But it’s become ridiculously taboo to hold such a good natured view. Try an act of classic chivalry and you’re liable to criticism or it’s assumed you’re a fake using it as a means to a very predictable end. Try to criticise a man for being an arse by saying he’s not living up to gentlemanly standards and duties and you’re being sexist. The last bastions of chivalrous behaviour are under attack not just from the loutish disrespect of some men, which are ever present opponents, but also from feminists who seem to view what was once common decency as a slippery slope back to women being tethered like livestock to the kitchen sink.
I do not mean to sound pompous and arrogant. Of course everyone is entitled to their view. I admit I am entranced by a nostalgia for the past and eras I was never a part of, eager to taste and preserve attributes of times that seemed more honest and honourable, with more to discover and greater purpose to existence. I can be something of a hopeless and foolish romantic at times. I don’t see what is wrong with that; indeed I think it’s refreshing, given that mostly I’m realistic and pessimistic like the world around me.
People striving to capture the essence and best intentions of aspects of the past should not be ostracised. Just because the historical balance of power between men and women has been grossly unfair, does not mean that all the elements of the way women were once treated were wrong. In fact some of the things incorrectly lumped together with the tools of male oppression ought to make a comeback.
If it seems like I am struggling to make my point it’s because I am. The problem is that I can’t really explain or argue my point of view persuasively because it’s something vague I just instinctively feel is right. I don’t have masses of evidence to call upon, just a sense of moral conviction.
I can understand why women might feel patronised by certain gentlemanly acts. I tried to rationalise this by saying to myself that I reserve most of my chivalrous compassion for those women that earn it. This is what I’d say to the feminists, I thought. I am simply considerate and caring to good friends, people I know to be nice or those that I love. That is not solely down to gender.
But then I thought, I’d still hold the door open for a female stranger. I might turn my head a little more if they were attractive but that wouldn’t be the reason. Monster or model, most of the time, if I had the opportunity, I’d hold the door. And I’ve done it for men too, more than most people, but there’s no question I’d be more aware of the ladies and they’d take priority. For example if it was busy and at some point I’d have to pass through the door myself, I’d cut in front of a man far more willingly. Why?
For those of you familiar with Friends, Phoebe’s claim that there’s no such thing as a selfless act will spring to mind, when I say that doing something needlessly kind like holding the door for a stranger, makes me feel good. Regardless of whether the pretty girl flashes me a smile or the less pretty one looks grateful, I’ll feel better about my day. To an extent though this would be true if I was holding the door for a 60 year old chap.
Perhaps that goes someway to answering the issue; being a gentleman now can mean being kind and thoughtful to anybody, not just women. The fact remains though that I still feel an inexplicable duty towards “the fairer sex“, an outdated term which could have petrol bombs and bricks flying through my windows. And I still feel passionately that I shouldn’t be made to feel guilty about that.
If I’m really scraping the barrel for reasons behind my vague, fluffy and inconsistent philosophy, I’ll resort to my ignorant grasp of science. Could it not be said that it’s simply a natural part of humanity, an evolutionary trait, for the man to be protective? We may have rightly moved beyond the idea of the man being the breadwinner but physical differences alone show he can still be a protector.
Women ought to be the equals of men in everything that matters but they’re still held back by a glass ceiling. Cracks might start appearing in that barrier if we admitted that whilst the sexes are unquestionably equal, they still have undeniable differences.
This isn’t really an aspect of the argument I’m all that convinced by though, I hate the overuse of scientific theory and the constant linking of everything to evolution. I am aware I’m treading on controversial ground and I just needed something concrete to say. I come back to the fact that I just feel strongly about this. Probably all because of misplaced and naive romanticism.
I’ve had conversations with friends about relationships, in which I said something like that the girl shouldn’t have to bother herself with extravagant gifts and presents for her chap. I was met with fierce disagreement, unanimously against me. I see the weaknesses of my position, believe me. I know relationships are two-way and as I said earlier I wouldn’t dream of telling anyone what is right for them. I feel very irrational at times holding the view that I do; but nevertheless I hold it.
I think for me it boils down to the fact that I enjoy being romantic and even in friendship I enjoy being supportive and helping out however I can. I like to actively care for people I give a shit about. Shoot me if this is wrong. I know I haven’t put forward any compelling arguments in favour of chivalrous behaviour. But if people are willing to do it and get satisfaction from it too, I don’t see what is so bad about what is essentially kindness and respect.
In an increasingly self-involved culture I think that the ideals of chivalry and the symbolic figure of the gentleman are very British and very necessary influences, that should not be destroyed by misguided taboos.
P.S. I do apologise for such preachy, waffly and poorly expressed writing. I’ll try to deliver something manly and thought through soon-ish
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