Go to Variety.com this morning, and chances are you’ll be greeted by a full-page For Your Consideration ad on behalf of The Assassination of Jesse James By The Coward Robert Ford. Which is interesting, considering that when the film premiered in September, Warner Brothers all but declined to promote it, spending the bare minimum on advertising and making it virtually impossible for non-coastal critics to write reviews. Whether it’s a last-ditch salvage job or it was part of the plan all along, maybe Warner Brothers understands that this is a film with limited mainstream appeal that nonetheless deserves a chance to play in the awards game?
Maybe, maybe not. For me, the overall takeaway from the ad (I took a screencap and pasted it above, just to make sure it wasn’t an early morning hallucination) is that the studio is still working against the movie’s strengths. Looking what they’re specifically flogging in the ad: Andrew Dominik for Best Adapted Screenplay, at the exclusion of Roger Deakins for Cinematography, which should be a lock? Sounds like a contractual obligation. Maybe more egregiously, the ad has room for the names of five producers, but no push for Casey Affleck as Best Supporting Actor?
I know, I know––gift horse, mouth, blah blah blah. Tell me why I’m wrong in the comments.
I’m getting ready to see a four-hour Tom Petty documentary directed by Peter Bogdanovich (yes, seriously) so I’ll have to be brief, but bits of news are trickling out that indicate Warner Brothers has essentially sabotaged its already half-assed wide-ish rollout of The Assassination of Jesse James By The Coward Robert Ford by making it nearly impossible for critics in mid-size cities to see the thing. The evidence follows after the jump; if you’ve seen/heard similar stories from your part of the country, do post links in the comments.
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The two films that have hit me the hardest here in Toronto are Control, which I wrote about here, and The Assassination of Jesse James By The Coward Robert Ford. Both films, based on real-life characters and incidents, are simultaneously technically superlative and heartbreaking. With one day left to go in my Toronto 2007 tenure, I find myself nursing heartache for two, studio-backed movies which I’ll soon be able to pay $11 American to see again at will. And sitting here in my hotel room, listening to Joy Division and New Order and thinking about Sam Riley’s performance in Control and Brad Pitt and Paul Schneider’s in Jesse James, there is no such thing as soon enough.
Two weeks ago, The Assassination of Jesse James By The Coward Robert Ford was the film Warner Brothers had “no idea what to do with.” As of this writing, it’s the most gushed-over title at the Toronto Film Festival, and word has hit the wires that star Brad Pitt has won the Best Actor prize at the Venice Film Festival. If the folks at WB still havn’t figured out what to do with Andrew Dominik’s masterful, Malickean tragedy of celebrity envy, they probably don’t deserve to have their name on it.
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