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.

Memento

Ideally I like to write my reviews shortly after I’ve watched a film, as I’m doing now. First impressions are important right? I think recording that instant reaction can be valuable, especially for readers dithering over whether to see something. Of course taking more time to chew over the substance of a movie can also have its advantages. It might help me to get my head round it and make some more insightful points. But somehow I don’t think I’ll ever get my head round Memento.

The protagonist of Memento, Leonard (Guy Pearce), certainly couldn’t make it as a film reviewer. And I’m not saying that because it’s a particularly difficult task with insurmountable challenges. In fact normally I’d take the view that anyone could do it and that’s what makes cinema so engaging in the first place. But Leonard is not just anyone. For him remembering the plot of the most transparent Hugh Grant picture would indeed be an insurmountable challenge. There’s an advertising slogan that reads “Impossible is nothing”: this is literally true in Memento. It would be impossible for Leonard to write a review because he would remember nothing about the film. Not even Hugh alternating between “gosh” and “golly”.

Leonard suffers from a rare condition which basically means he can’t form new memories. I say “basically” but if you watch Memento it’s rapidly clear that his day to day existence is not a simple matter. Repeatedly Leonard tells us, via voiceover or mysterious conversation, that through his mastery of routine, instinct and a system of writing down “facts” as they happen, he has conquered his inability to save memories to the mainframe of his brain. But as the story progresses things that seemed certain prove to be far from it. Leonard’s quest to find his wife’s killer, and the man who whacked the talent of remembering from his skull, gives even the most ordinary encounter life and death importance. If Leonard draws the wrong conclusion from something and writes it down for future reference, he could end up on a path that causes him to kill the wrong man.

With last year’s hit Inception, Christopher Nolan reminded us that before his skilled reinvention of Batman for the mainstream he had a reputation as an experimental narrative trickster. Inception was his first film since The Prestige, which had twists and turns aplenty in the plot, to tell a daring story free of the Gotham city universe. The hype for the “dream heist” thriller was hysterically huge. I and countless others positively salivated at the sound of the concept. The possibilities of such an idea were endless. Sadly the film is one of the most overrated of recent times. Whilst good it did not compete with the whirring of imaginations kick-started into life by the premise.

Memento is much better than Inception when it comes to realising a tantalising idea. This is despite the fact that Nolan’s relative inexperience as a director is evident in a handful of lacklustre shots; one drab and overlong focus of Pearce strutting away into a building stands out. The acting isn’t always brilliant either, with what seems like half the cast of The Matrix on show and in hit and miss form.  The script however is superb, bouncing themes and tension around the scattered narrative structure. I was never bored. And I never knew what was going on.

As well as being extremely gripping and exciting, Memento has its other strong points. Leonard as a character is an engrossing figure, complete with those striking memories in tattoo form (which Steven Moffat recently adapted in Doctor Who for the monsters you forget when you look away). He is trying to make sense of his life, in one sense with nothing to go on but also with endless notes and information he’s amassed for himself. We’re all trying to settle on a purpose and the excess of notes could be an interesting symbol for information overload in the modern age. Clearly Memento has its insights on memory given the driving force of the story but it also comments on the nature of fact and perhaps the notion of history. Leonard insists he only collects facts and this ensures no one takes advantage of him. But his “facts” are manipulated. And what’s the point in revenge if he can’t remember it? Is it enough that “the world still exists when I close my eyes”, as he says?

Memento gave me a headache. I may have had one before sitting down to watch but after having the pieces inside my head jumbled about until my brain moaned in pain, it didn’t help matters. Nonetheless I enjoyed it. The overwhelming strength of the film is its originality. The execution was certainly there, which is why this was Nolan’s breakthrough picture. But the real genius lies with the idea behind the story. And the script was based on a short story by Christopher’s brother Jonathan Nolan. Perhaps he is the real mastermind behind the family’s success and the endless plaudits should be more evenly shared.

A note on the Oscars

I am probably one of only a handful of Brits disappointed that The King’s Speech swept the awards last night. Colin Firth deserved to win, but he was better in A Single Man. I also don’t dislike the film. My review of it (https://mrtsblog.wordpress.com/2011/01/13/the-kings-speech/) is generally positive. And from my point of view the best thing about the film, besides Rush and Firth sparking off each other, is that it’s a historical story for the most part accurately told. The only bad point that springs to mind is Timothy Spall’s caricature of Churchill and his appearance and supposed importance at times when he was not greatly significant. It’s good history as well as good storytelling. It’s a period I find fascinating. But there’s something depressing about the thought of the Americans simply going wild for this film because it’s about Royals, not simply for its superior quality to Hollywood efforts, and the world associating us purely with the Royal family once again because of it. I’m probably just a stick in the mud. But for me there were directors more deserving of Best Director than Tom Hooper, despite his excellent management of a good script and historical setting. David Fincher and even the unjustly overlooked Christopher Nolan had stronger cases. Also, again just in my opinion I suppose, The Social Network was a better piece of filmmaking and ultimately storytelling. It was a tale of our times and deserved to be crowned Best Picture for its drama and relevance. I suppose Academy voters might not all see the all consuming, far reaching effects of Facebook in their own every day lives. I was pleased that Natalie Portman won for Black Swan, despite my general dislike of her work that film deserved recognition on some level.

Actually whatever I just said hooray for the British showing the world how it’s done!

127 Hours

Let’s brainstorm awful ideas for movies. The sort of film that should never be made or would only be attempted by foolhardy, insufferable idiots. Mmm let’s see. It’s actually harder than you might think to think of truly terrible premises. First of all I thought of a bed ridden man who likes to photograph boxes or gravel or picture frames (not the images just the frames), or something unbelievably dull. But make him a bed ridden man and he suddenly has an element of sympathy and interest.

An ordinary man with a fascination for gravel or sand then, who likes to talk about this obsession to the few people in his life, other boring folk perhaps or patronising do-gooders. Actually scratch that. Maybe just a saucy account of a weekend away for Tony and Cherie, a blow-by-blow description of dinner at Gillian Mckeith’s or X Factor runner-up Ray Quinn’s struggle to publish a novel.  In fact that one sounds quite funny.

Hang on I’ve got it. Take one guy; make him a bit of an arrogant, irritating prick. Then have him set off on some mad, impulsive trip without any means of contacting anyone. Make sure he doesn’t tell anyone where he’s going; we need to keep human contact to an absolute minimum. When he’s penetrated suitably deep into the wilderness, way, way beyond civilisation or chance of rescue, trap him somehow. Like throw him down a canyon and have him wedged by a rock so he can’t move. Then pick a random amount of time, something silly but memorable like 89 or 127 hours, and just leave him stuck there, barely moving. That should be truly awful.

Imagine pitching this idea to producers. Not a chance of getting your dream realised. Unless maybe you’re Danny Boyle and the industry hangs on your every move since Slumdog Millionaire. And also let’s just say it’s a true story to properly get their juices flowing, their minds racing ahead in time to the prospect of awards success, emotional crowds gushing praise in theatres everywhere. Watching someone motionless and isolated shouldn’t work, and it couldn’t be further away from the vivid romp through India that was Slumdog, but somehow Boyle makes it not just tolerable but inspiring and riveting.

It certainly helps that the film itself is 94 minutes as opposed to the real time, 127 hours, long. It also helps that Boyle’s playful and distinctive direction grabs you from the very first scene. Knowing the claustrophobia that’s to come, Boyle peppers the opening to the film with visual interest and movement. Watching climber Aaron Ralston get ready is a marvellous experience through Boyle’s eyes.

The screen splits and divides into two or three, with intricate close ups of bottles filling with water and hands rooting around in drawers and shelves. These loving details are then impressively contrasted, first with an atmospheric night drive and then a frenetic bike ride across a bright orange, stunning Utah landscape. This scenery, with its back drop of sheer blue sky, is properly showcased with gorgeous wide shots. At the same time Ralston’s speeding movement is conveyed with fast editing and camerawork. When he comes off his bike to energetic music your adrenalin is really pumping.

The soundtrack to 127 Hours is terrifically good. A.R. Rahman, who worked with Boyle on Slumdog, really excels here with a difficult task. The opening and endings to the film are particularly wonderfully scored. I was not a fan of Slumdog’s score, or indeed the film itself, so it’s refreshing to see Boyle doing something completely different despite the easy options no doubt available to him now as an Oscar winner. He clearly cares about this incredible true story and set about bringing it faithfully to life. He couldn’t have done this half as well without the excellent James Franco.

Franco plays thrill seeking climber Ralston as both a slightly annoying arse and a clever, likeable everyman. In the early scenes he meets two female climbers and effortlessly impresses them with his knowledge of the area and daring sense of adventure. His youthful, flirty antics with them in startling, deep blue waters give the ordeal that follows far greater emotional resonance. Franco portrays the panic of being trapped superbly, as well as the calmer more reasoned moments. He’s completely believable and does well without other actors to spark off of to continually engage us.

The story also works so well due to flashbacks of Ralston’s life, showing his regrets and key memories of loved ones. These segments humanise Ralston; he isn’t just a physical machine stuffed with practical climbing knowledge, seeking an adrenalin fix. He’s made mistakes like all of us. And Boyle’s script and direction leaves the flashbacks realistically and suitably vague. In a starving, dying of thirst state delusions are bound to be half-baked. More importantly the gaps can be filled by the audience; everyone longs for their own friends and special, loved people in their lives, as Ralston goes through the levels of despair.

And passing through these levels he arrives eventually at resignation. Ever since the boulder trapped his arm he has quietly known what he’ll have to do, what he’ll have to endure and sacrifice, to escape back to his life. Incidentally the moment when the boulder falls and snares him is the only part of the film that feels less than real, as the rock bounces for a moment like the polystyrene prop it probably was. Apart from this the close, stuffy, handheld camerawork injects genuine realism alongside the fantasies.  

And the moment when he cuts through his arm, the single headline grabbing fact either attracting or repelling viewers, was believable. What was refreshing was that on a number of occasions you think he’s going to, but doesn’t. The film keeps you on its toes, waiting for the pivotal moment, and when it comes it shocks you and continues to shock as he battles through the unimaginable pain.

Whilst the gore shouldn’t disappoint those seeking it, the blood and horror wasn’t as bad as I was expecting it to be. I’m normally quite prone to sickness at such things but I barely looked away. It’s undoubtedly horrific but unavoidably compelling too. And crucially 127 Hours isn’t about a guy cutting his arm off. It also doesn’t have any other overriding, commanding themes and messages. The beauty of the story is that it can be about whatever you want. And whatever you make it about in your own head, the eventual rescue is as uplifting as cinema can be.

I’ve seen six of the ten films on the Oscar Best Picture list now. Of these six, 127 Hours is only better than Inception in my opinion. Black Swan I enjoyed the most and The King’s Speech, The Social Network and Toy Story 3 are all better films in their own ways. However the true story behind 127 Hours is more remarkable than any of these tales, despite the fact its circumstances inevitably limit the scope and entertainment value of the film. Some critics have unfairly suggested 127 Hours only made it onto the shortlist because Boyle is a past winner. It’s a film that excellently and faithfully brings to life an amazing true story, with directorial flourish. And at times, thanks to Franco’s charm, there are surprising laughs to get you through. It doesn’t deserve to win Best Picture, but it more than warrants its nomination.

Burke and Hare/Shutter Island

A week ago today I saw Burke and Hare at the cinema. Now ordinarily I wouldn’t dream of waiting an entire week, allowing my first impressions, insights and musings to rot and fester, before decanting my thoughts into review form. That would just be unprofessional. Even more amateur than my usual efforts. However in the case of Burke and Hare I knew before, during and after the film that it would not be a memorable experience. Burke and Hare is predictable stuff that can be neatly categorized and classified. It is, as one reviewer says, “packed with the cream of British comedy talent”. You cannot help but regard it as waste though that the cream should resemble the squirty, mass manufactured variety rather than a rich, full and substantive treat.

The only strong lasting impression that Burke and Hare had on me was to increase my desire to go to Edinburgh. I have technically been before, as a four year old, but have no tangible recollection of the visit. It would be too generous though to claim that the film was solely responsible for my urge to head north, as it was an idea formed in my mind previously over the past few weeks, founded by reading about the city, strengthened with some lovely shots in David Tennant’s recent drama Single Father and rounded off with the agreeable atmosphere of the place presented here.

As I’ve said, Burke and Hare is predictable. It starts off pleasantly enough with Bill Bailey humorously introducing us to the premise, but not that humorously, and he sums up the film too. The problem is that it barely steps up a notch from this gentle beginning. It watches like a who’s who of British comedy and television and thus falls into the trap of lots of British productions by feeling like something more suited to the small screen. Rarely did I think a scene warranted the scale and noise of the cinema and there were only a handful of others with me, showing that the public must have reached the same pre-emptive judgement.

However I hope that Burke and Hare hasn’t fallen completely flat on its face at the box office to deter filmmakers from churning out such hearty fare. Because this sort of comedy is like a British biscuit; by no means unique but it certainly has its place as a needed comfort food from time to time. Refreshingly the film does not take itself too seriously and some (emphasis on some), some of the classic visual gags are nostalgically funny. It’s also splendid to see Ronnie Corbett again, even though it’s surely sheer novelty that makes his scenes so enjoyable rather than majestic acting prowess or a hilariously wonderful script. Simon Pegg also enhances his reputation by doing a remarkable job with mediocre material; as Burke he is the only character to come close to being rounded as well as occasionally funny. His relationship with Isla Fisher’s character, who adds the traditional totty to proceedings, has the potential to be moving at times. As several reviewers have remarked though, Burke and Hare could have done with a sprinkling of Pegg behind the camera as well to make this a more modern, and most of all a funnier British comedy.

If Burke and Hare was difficult to remember then Shutter Island will be difficult to forget. I genuinely believe that this Scorsese thriller is one of the films of the year and I’ll be rushing out to buy it on DVD so I can enjoy its treasures again and again. It’s impossible to fully appreciate this film in one sitting. It also must have been magnificent on the big screen and I am gutted that I did not manage to see it at the cinema as I desperately wanted to. If Burke and Hare’s score was jolly and comforting, then Shutter Island’s is chilling and mesmerising as it builds the tension and paranoia.

Leonardo DiCaprio hogged the limelight with Inception and critics raved about director Christopher Nolan’s exploration of dreams. But in my view Inception did not represent what dreams are really like and merely toyed with the structures of narrative with some fresh action scenes in comparison to Shutter Island’s bemusing, beautiful and ugly psychological study. DiCaprio’s character was haunted by visions of his dead wife in Inception too, but here the nightmares and the hallucinations are far more recognisable as dreams with their symbolism and scares.

It would be easy to dwell on Shutter Island’s brilliance but I will try and briefly summarise it. I cannot think of anything I disliked about the film and it feels far shorter than its considerable runtime. It is well acted and directed. The locations look fantastic. The soundtrack is the perfect accompaniment and enhancer of the rising levels of terror, paranoia and tension. The action scenes are engaging; the period perfectly evoked and made use of with its undertones of Cold War suspicion and Second World War horror. Most of all the narrative twists and turns are truly gripping and seductive. You come to care about DiCaprio’s character far more than the oddly named Cobb in the more widely praised Inception, and you’re far more clueless and concerned about what’s going on. In short: Shutter Island is a must see. It’s the primetime meat to Burke and Hare’s daytime sandwich.