Tag Archives: minimalist

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 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.

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Kick Ass Assassins: Salt on Blu-Ray and The American on DVD


The world lacks a female super spy. Angelina Jolie has perhaps come closer than most to filling the void with her all action portrayal of sexy video game Tomb Raider Lara Croft, but this was ultimately more Indiana Jones than James Bond. Last year Phillip Noyce’s Cold War conspiracy thriller Salt, originally earmarked for Tom Cruise, morphed into a very different project altogether with the casting of Jolie as CIA agent Evelyn.

I may be veering into sexism here, but because of Jolie’s casting my expectations were drastically lowered. However I’ll defend myself with two qualifications; firstly I think of Jolie as more than merely an internationally coveted sexual icon, but as a fine and capable actress, particularly after her powerhouse performance in Clint Eastwood’s excellent Changeling. Secondly I believe I expected disappointment because of the film industry’s own sexist view of women playing action leads, rather than my own narrow and intolerant perspective on the “fairer sex”.

What I mean by this is that women rarely seem to be cast in serious mainstream action films. They’re a common feature in action comedies, such as the dire Knight and Day and Jolie’s own light-hearted romp with her equally famous and sexy spouse in Mr and Mrs Smith. But there’s no realistic and gripping female equivalent to the Bourne series, for example. Filmmakers are reluctant to showcase women, even today, as ruthless and professional killers without elements of fantasy. Watch a film about what is essentially a paid, female murderer (a “hitwoman”) and expect lots of ninja style, silly high kicking and unbelievable martial arts, alongside tight costumes, to offset such a horrific notion.

Sadly this is a formula that Salt eventually and perhaps inevitably, conforms to. The opening of the film is promising. Once we get some god awful dialogue out the way, probably ripped straight from the “how to script a film in the espionage genre” handbook, along with some forced flashbacks, we get Salt interrogating an apparent Russian defector. He drops the bombshell that there’s a sleeper agent in the CIA, and that agent is called Evelyn Salt.

Salt is dismissive at first, but all the high tech brain scans and probably some ingenious pad questioning his balls from his seat, says that he’s telling the truth. After a bit of dithering Salt decides to run, apparently out of concern for her husband, but it still seems rather daft if she really is innocent. Once she does run however, it looks as if Salt is going to be a decent film.

With the shadowy, backstabbing premise of the plot and some tense evasion of security cameras by a grey suited Jolie, Salt seems very Bourne-esque at first. And a female Bourne film would not have been such a bad thing. Boxed into an interrogation room, Salt constructs a makeshift weapon from chemicals and chairs and table legs to allow her to escape. She then flees for home to look for her husband and just avoids capture by climbing around the outside of her building. Finally she escapes the city after a standoff by jumping from truck to truck on the freeway.

During all of this action it’s easy to get swept up and the character remains believable. You sympathise with her apparent innocence and will her to succeed. But once Salt heads to New York based on information that someone will attempt to kill the Russian President at the Vice President’s funeral, the plot completely loses its way. It utterly surprised me on several occasions but purely because it becomes so absolutely ludicrous. You can no longer relate to Salt as a character and the action degenerates into ninja Jolie implausibly kicking the asses of trained security personnel in seconds.

At first I thought it was refreshing that Salt was a spy thriller based on the old Cold War rivalries and tensions. Cinemagoers could do with a little more entertainment courtesy of grand, evil schemes, rather than grim and realistic takes on Al-Qaeda. There’s nothing wrong with fantastical plots based on extravagant conspiracies and the destruction of the world, providing they’re executed plausibly. But Salt is just too farfetched and has too many holes, mainly surrounding the believability of its characters. It also strays into the absurd and hilarious; supposedly a “master of disguise” Salt looks fairly obviously like Angelina Jolie dressed as an effeminate man infiltrating the White House.

As usual with Blu-Rays, there’s a whole host of meaty special features to devour about the making of Salt. There’s a baffling section on Salt’s supposed genius as a “master of disguise” and a separate “in screen” interview with the costume designer explaining the selection process behind Jolie’s grey suit earlier in the film. Apparently it was really beneficial to visit the CIA and presumably discover they wear boring and generic corporate power suits like everyone else. The most revealing sections are interviews with Noyce and Jolie about the fact Salt was originally written for a man, which might account for some of the script’s rough and unfinished feel.

There are some pleasing references to classics of the genre in the film, for example when “defector” Orlov escapes using a blade concealed in his shoe, like Rosa Klebb in From Russia With Love. But in the end Salt resembles a mishmash parody of everything it has taken influence from. It lacks originality, quality and entertainment for most of its thankfully brief 100 minute runtime.

THE AMERICAN is the sort of serious and sombre story that sadly wouldn’t get made with a woman in the title role. It’s a slow-burning meditation on the nature of being an assassin and on loneliness itself. It’s an exercise in minimalist storytelling from writer Rowan Joffe, adapting Martin Booth’s novel A Very Private Gentleman, and particularly, director Anton Corbijn. With the lightest of brush strokes he paints what was, for me, an incredibly evocative and captivating picture. 

I had meant to see The American on the big screen but sadly its lack of success at the box office resulted in a short stay at my local multiplex. For critics the problem with The American is that it never truly ignites following such a tantalisingly drawn out simmering of tension. Many find it boring to sit through. But for anyone that loves the genre, the intoxicating idea of the lone assassin, or anyone that likes understated and subtle films, The American is wonderfully watchable.

In many ways George Clooney shouldn’t work in the title role. He is such a recognisable face across the globe, a brand rather than a name, that he shouldn’t convince as an unknown and elusive assassin. But Corbijn needed someone who could act without words and Clooney delivers a master class. When there is dialogue Clooney enthuses it with charisma; it oozes enigmatic intrigue. When the camera is entirely reliant on Clooney’s movements a pained expression, a cold glance or a precise gesture speaks more than a page of script ever could.  This has been hailed by some as the best performance of Clooney’s career for a reason. We’ve never seen him laid bare like this; robbed of the charm and the cheeky grin.

More than anything else The American is beautiful. Its soundtrack is haunting, atmospheric and touching. Every other shot would make an arty still in a gallery; in Corbijn’s second picture after the acclaimed biopic Control, his background as a photographer is constantly evident. Clooney’s character chooses photography as his cover and there’s something about the parallels of precise skill and solitude between pictures and killing that’s endlessly fascinating. Indeed the subtlety of the storytelling really lets you think about its themes whilst enjoying the gorgeous visuals and the sexy girls.

The loneliness of existence is there in every furrow of Clooney’s focused face; the life of the assassin is the perfect lens for examining anyone’s existential angst. His character makes meagre relationships that wouldn’t satisfy many human beings, and yet they prove too much and too risky for his secretive profession. Despite the reports of boredom and never-ending build-up, I thought that the restrained action punctuated the plot well and the climax of the simple story was suitably engrossing.

In many ways Salt and The American both take “old school” approaches to a familiar genre; Salt with its outlandish Cold War plot and The American with its focus on an age old character, complete with soul searching scenes with a priest. The undoubted difference between the films though is a sumptuous and sexy style and quality that makes The American infinitely more interesting than Jolie’s briefly entertaining foray into the world of espionage.