Talking Movies

April 10, 2012

Miscellaneous Movie Musings: Part III

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As the title suggests here are some short thoughts about the movies which aren’t quite substantial enough for each to merit an individual blog posting.
 
Fear of Marketing
In a nigh endless series of blogs last year about the state of Hollywood I noted the utter laziness of marketers when it came to doing their job. To wit, their reluctance to actually market something from scratch; they’d far rather market something that someone in the past had managed to make a successful brand than make something a successful brand themselves – which one might have imagined was what they were paid for. Anywho, I laughed hysterically when I discovered that The Avengers had actually been re-titled for the British and Irish market (we’re hard to tell apart apparently) as Marvel Avengers Assemble. Obviously Marvel Avengers Assemble is funny in its own right as a ludicrously clumsy title. Far funnier though is the idea that The Avengers, a show which ended its 9 year run in 1970, and which, even if one counts its second incarnation in the late 1970s as The New Avengers, has been off-air for over 30 years is considered to have such abiding brand strength that a $100 million marketing budget can’t defeat it. Apparently the marketers have decided that bus posters, Tube posters, cinema trailers, bus-stop posters, TV spots, huge outdoor advertising hoardings, radio spots, and endless media interviews across radio, print, digital, and TV won’t be enough to get punters to comprehend that The Avengers starring Robert Downey Jr and Scarlett Johansson will not feature Downey Jr in a bowler hat wielding an umbrella, even if it might admittedly feature Johansson in tight leather kicking people. I’ve started thinking about other films that have titles that could equally profit in the renaming stakes from such fear of confusion. Perhaps The Magnificent Seven in order to avoid confusion with The Seven Samurai could be re-titled Seven Gunslingers Assemble for the Japanese market.
 
Not all taglines are coherent
At the risk of harping on about this lack of effort on the part of people supposedly in charge of enticing us to the cinema, did anyone else raise an eyebrow at the tagline for Chronicle? ‘Not all heroes are super’. It’s meant to be enticingly dark; implying this is a movie about people like Fassbender’s Magneto. But…think about it for a second. ‘Not all heroes are super’. Yes, obviously. Heroes generally tend not to be super, but just ordinary people. Well, ‘ordinary’ in the sense that they are usually charismatic, have an exceptionally developed skill (like archery, or even just running like Dustin Hoffman in Marathon Man) or are an intellectual or practical genius, with a sound moral compass; even if rusty. The tagline meant ‘Not all super-humans are heroes’, but that’s not a good tagline, even if it accurately expresses the intended meaning.

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