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.

In Brief Praise of Bryson and Brooker

I’ve been meaning to sing the praises of two particular writers for some time. However perhaps I have found their work so enjoyable and admirable that I’ve been deterred from writing and attempting to sum up their brilliance, as it’s certain I’ll fall flat on my face in a puddle of failure. Perhaps broadcasting my enjoyment will in some way diminish it. Perhaps I’m embarrassed of elevating these men to the status of idols and role models when I neither write funnily enough to be considered in the same humorous bracket as them, or seriously enough to be amused by their ramblings from afar, occasionally distracted from the rigours of my precise, academic dissections of culture and politics by their simple gags.

I don’t think the craft of these two men is simple or easy though, although embracing the merits of simplicity can often be an important part of their success. It’s a far from facile task to be simultaneously intelligent and laugh out loud funny. Of course one can write cleverly and with wit, but that sort of writing rarely plucks an audible chortle from the depths of the reader’s throat. These two writers share three qualities that I admire and often strive for in my own work: 1) they’re hilarious, 2) they have a knack of describing things in a spot-on, accurate, unique and truthful way and 3) an undertone of self-depreciation flows through their work that makes what they say accessible and allows a degree of more outrageous opinion and conviction.

These men then are travel writer Bill Bryson and critic Charlie Brooker. I’ve recently read Bryson’s Notes From a Small Island and Brooker’s Dawn of the Dumb, a selection of his Screen Burn and opinion pieces from The Guardian. Obviously in subject matter alone these writers are poles apart, but I’ve already pointed out some of their crucial similarities to me. They also have appealing differences. In Bryson’s book he showcases a subtle humour through the description of characters as well as more rib cage rattling stuff. He also brilliantly evokes a sense of place and has encouraged me to consider strongly exploring a number of locations anew and afresh in our glorious land, such as distant Edinburgh and the closer South Coast. In Brooker’s book he consistently demonstrates a commanding handling of contemporary culture and an ability to scathingly insult and pick apart any target he sets his sights on. He also has a wonderful understanding and sense of pessimism about the media age we live in and has mastered the art of the interesting review. His reviews often relate to his own life or a version of it and do not feel like reviews until some way into the article. They surprise and baffle, whilst always capturing something essential about the essence of the show, programme or film.

Indeed both men refreshingly offer up a lot of themselves into their work which gives it an engaging, “real” quality. They basically have a recognisable and distinctive style and voice which most writers, myself included, struggle to emulate, especially as they remain versatile and able to cover a spectrum of subjects at the same time. Often the qualities I have described so far blend in particular phrases and images. For example early on in Bryson’s book he demonstrates his knack for perfect description, “The world was bathed in that milky pre-dawn light that seems to come from nowhere” and later in the same paragraph does the same thing whilst being humorous and self-depreciating at the same time with this gem of a line: “I sat there for some time, a young man with more on his mind than it”.

That sense of experience pervades Bryson’s writing and he talks hilariously of times when he was still acquiring his nous, and of times when despite his age events still get the better of him. As an outsider Bryson also has a wonderful way of describing the faults and habits of the British, such as a hilarious passage in which he accurately describes the way we discuss traffic and routes on the road with terrible serious and deliberation. He also appears to have picked up a sense of British reserve, for when he insults someone he often qualifies the statement or does so gently but hilariously. Occasionally his musings and rants on architecture become tiresome, but he instantly acknowledges this fact and it is worth it for the injection of identity into the writing.

If Bryson harnesses experience then Brooker channels a youthful fury into his writing and displays consistently the art of the preposterous, rude and yet eerily accurate insult. There are too many to list but a particularly memorable image deployed during a rant against posing Mac owners, Brooker dubs the Apple computers as “glorified Fisher-Price activity centres for adults”.  I always enjoy his articles, in the book and continually on The Guardian website.

In summary if I end up writing in a similar way or doing a similar job to these men later in life I shall be one happy bunny.