As if the problems with Fox’s “Avatar Day” promotion weren’t enough, the marketing of James Cameron’s Avatar continued to hit snags today with the faulty debut of the film’s trailer. Despite there being a literal countdown until its premiere, at 10am EST this morning Twitter was abuzz with complaints that the thing not only didn’t work, but that it was a massive failure on the part of Fox, Apple and whoever else was responsible. Not helping matters was the fact that while we waited for the thing to be available on Apple’s site, we looked around the page and noticed the embarrassing copy that reads “FROM THE DIRECTOR OF THE ‘TITANIC.’” Meanwhile, others found they could view the trailer on a French MSN site.
Then came the biggest fail of all: the trailer was a disappointment! Derivative visuals aside, the movie looks to be a letdown in terms of its responsibility to be a groundbreaking work of cinema. Of course, there could have been no other reaction coming off so much hype. And it is indeed possible that the backlash will turn back around once people see some of the film as its meant to be seen, in 3D. But that’s just the problem of this marketing blunder. While some are saying the trailer shouldn’t have hit the web before “Avatar Day,” I think this particular trailer shouldn’t have been made, let alone released, at all. As I wrote earlier this year in anticipation of Avatar’s marketing, “You really don’t need to show one second of footage. Because we’ll be there no matter what.” However, now that I’ve seen a disappointing mess of CGI and familiar-looking footage, maybe I won’t be there after all — unless I hear legitimate reason to bother (fortunately, I’m sure I will hear one).
Check out what the rest of the film blogosphere has to say about the trailer’s failure — or success — after the jump:
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James Cameron’s Avatar is supposed to be like nothing we’ve ever seen before. So why does it look so familiar? One of the most disappointing things about the film’s promotion so far is how derivative the film looks in the trailer that (eventually) debuted online today. And much of what we’re reminded of wasn’t even that great to begin with. To help illustrate our feeling of déjà vu, we’ve captured a few screenshots from the trailer and, where available, put them next to their older visual counterparts.
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We’re so amazed by the stellar reviews of Harry Potter and the Half-Blood Prince (if not for Manohla Dargis, Rex Reed and Wesley Morris the top critic score on Rotten Tomatoes would be 100%), that we wondered if it’s the best-received sixth installment of a series ever. And from what we can tell, until some late-come party crashers show up to ruin things, it appears to be nearly true.
Of course, it’s not like there was much competition from past franchises. By the sixth movie most film series are cheap, tired and nearly void of remaining followers. However, there have been a few worthwhile Part 6s, enough to show us that it’s sometimes acceptable for Hollywood to keep going with a film property (even without the excuse and benefit of a popular long-running book series).
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Though the third Fast and the Furious installment, Tokyo Drift, wasn’t a huge box office disappointment with its $63 million domestic gross, it was significantly less successful than its predecessors, The Fast and the Furious ($145 million) and 2 Fast 2 Furious ($127 million). A fourth film would normally see an even bigger drop in box office receipts, but next week’s Fast & Furious has a good chance of actually being the highest-grossing film in the series yet, due to the return of original cast members Paul Walker, Michelle Rodriguez, Jordanna Brewster and, most importantly, Vin Diesel.
With the expectation that Fast & Furious will be enough of a hit to save the franchise, we take a look at ten other films that similarly kept their respective series going, either because of an increase in profits or a surprising increase in quality, following one or many disappointing installments.
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