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.
Page and Screen: Are our favourite characters more alive in books or movies?
The idea of character is more complicated than we allow ourselves to realise. Of course put simply they are made up, fictional people in stories. But there are those who wish to challenge such a casual assumption. Some say they are merely bundles of words. Others question their independence, as we can never really know anything certainly about anyone besides ourselves. Therefore are characters simply versions of their creators? Are authors, screenwriters and actors getting it completely wrong when they try to imagine what it’s like to be someone who isn’t them? Should all characters be developed to a certain point? Some crop up as mere extras in a scene of a movie or a chapter of a novel but nevertheless leave an impression on us. Do they count as true characters even when we know next to nothing about them? Do we need to know anything about a character? Can we know a character at all?
Of course it’s sensible not to get bogged down in such questions. It’s pedantic, futile and stupid to waste energy debating whether any character can have true meaning beyond an author’s words. Often characters are simply a fact to be accepted, a vital part of the suspension of disbelief required to enjoy any genre of fiction. But it can also be healthy to think about the limitations of characterisation as well its possibilities. Characters are vehicles that carry us through any story, doors onto worlds of escapism. Writing believable and engaging characters is the most difficult part of creating novels or films. Anyone can have a half decent plot idea or conjure adequate passages of dialogue but very few can mould the perfect characters with which to tell their story.
On the page the biggest challenge is getting a character moving because, as I said, characters are vehicles. Uninteresting, average or amateur writing can start by telling us about motionless characters. Great writers can establish iconic figures with very little information, which is seamlessly part of the narrative. On the screen it can sometimes be easier to get a character “in”, as the motion comes from the medium itself and the viewer can be convinced by things like setting, costume or the glance of a talented actor.
Having said this it is often difficult to transform the subtleties of the written word when it comes to character depth. For example, fictional figures like Jay Gatsby and Jean Brodie make very brief appearances in novels named after them. However the books can still be predominantly about their distant personalities. The Great Gatsby is about the potential rather than the actual, with the central message that “a dream realised is a dream destroyed” according to Sarah Churchwell in The Guardian. She argues that Baz Luhrmann’s forthcoming adaptation, starring Leonardo DiCaprio as Gatsby, is doomed to failure because by its nature the film will try to visually realise the dream of Gatsby and his grand home. DiCaprio will inevitably be more prominent than Gatsby was in the book.
Jean Brodie too is a similarly enigmatic character, observed only from the viewpoint of others. She has her image like Gatsby and she is only ever seen putting on her front. She is remembered for a bunch of catchphrases, such as “you are the crème de la crème” and “I am in my prime”. In Muriel Spark’s novel (The Prime of Miss Jean Brodie) the perspective jumps around between Brodie’s pupils but we never get to know her, just her influence on the lives of her protégés.
This doesn’t make her flat or two dimensional but it probably means she is not rounded either. This does not make her a bad example of characterisation. We are made to think about the people we know; do we really only know their public performances? And we imagine more than we are told or shown about Jean Brodie. Spark throws in glimpses of her pupils in the future, of their deaths and careers, prompting further questions about the novelist’s power and Brodie’s desire to manipulate. So we know aspects of her behaviour.
The narrative blends of The Prime of Miss Jean Brodie and The Great Gatsby are difficult to imagine on screen in quite the same way. Their stories would undoubtedly lose something or become narrowed on a particular aspect. There are narrative techniques that have no cinematic equivalent.
Kazuo Ishiguro’s Booker Prize winning The Remains of the Day was adapted for the screen by Merchant Ivory in 1993. It centres on one of the most fascinating characters of modern fiction, Stevens the butler, played by Anthony Hopkins in the film. It might be that the role of a butler is the perfect lens for a multi layered story about class, identity, personality, culture and repressed emotion. Or it might be the talents of Ishiguro and Hopkins. But on the page and the screen Stevens is incredibly lifelike.
Subtleties and methods employed in the novel cannot be replicated on screen. For example the parallel narratives are largely lost and most of all Stevens’ unreliable narration. He is looking back on his career with nostalgia and it doesn’t take long for you to realise in the book that Stevens is deceiving himself about the past, holding back things and regularly revising his retelling. But Ishiguro pulls of the style masterfully. The half truths Stevens tells and the things he claims to forget or confuse reveal greater truths about him to the reader.
On screen Hopkins has none of these advantages to introduce Stevens to us as something more than a servant. But he does have the benefit of the visual. He can communicate with an expression or look in his eye the sort of doubt, regret and reserve it took Ishiguro dozens of pages to build. And whilst Ishiguro’s execution was pitch perfect in The Remains of the Day his preference for the unreliable narrator took some considerable practice to get right. In a previous of novel of his, An Artist of the Floating World, passages like this appear so often at times, almost on every page, that they become extremely cumbersome and annoying:
“These, of course, may not have been the precise words I used that afternoon at the Tamagawa temple; for I have had cause to recount this particular scene many times before, and it is inevitable that with repeated retelling, such accounts begin to take on a life of their own.”
Here Ishiguro is trying so hard to create a complex character that he is constantly alerting us to his efforts, shattering the reader’s immersion in the story. He is basically overwriting. So screen adaptations can often ditch bad writing to bring out the best elements of a believable character for a good story. But then there are also bad actors.
Anthony Hopkins is undoubtedly a fine actor. With roles like Stevens and Hannibal Lecter, he has established himself as a respected and acclaimed “character actor”. This term usually refers only to eccentric or developed individuals in a story. Our favourite characters can be just as alive on the page or the screen; they are simply represented in different ways. But they also need not be eccentric, developed or rounded to be alive and touching. They can come in all shapes and sizes.
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