This week is proving to be a monumental moment for failed movie marketing campaigns. Over at Deadline Hollywood Daily, Nikki Finke shares an insider’s look at the blunder of Summit’s Bandslam campaign, which is being blamed for the movie’s dreadfully disappointing bow. Meanwhile there’s the apparent mistake of Fox’s Avatar promotion, in which “overwhelming response” caused the film’s site to crash while people attempted to get free “Avatar Day” tickets for this Friday (we think it was all a ploy to attract more interest from markets where there’s actually little response and awareness, such as Denver). Throw in some spoiler spewing from The Time Traveler’s Wife’s Rachel McAdams, and it’s clear we’re seeing some terrible mishandling of film promotion lately.
The fact that District 9 did so well with its advertising and buzz only makes the blunders of this week seem that much worse. Plenty of reports around the web this week highlighted the contrast between the campaigns and performance of D9 and Bandslam (some people have also been contrasting the latter with The Ugly Truth’s marketing). But will the mistakes cause Hollywood to do better? Looking back at some past marketing errors, we can only assume not. Check out some of the worst movie marketing blunders (including one for a film yet to come out) after the jump.
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As what used to be called The Entertainment Media melts down into one big, incestuous, pageview-mad morass, occasionally something happens that reminds us of why The Good Old Days — when the people who gossiped about startlets and their cocaine habits were not the same people assigned to even half-seriously analyze trends in cinema — were So Much Better. Today the movie nerd contingent on Twitter is piling on The Pool Movies That Ruined a Generation’s Greatest Directors, a Gawker listicle in which author NatashaVC cites where and when a number of “90s directors” (such as Steven Soderbergh, David Fincher and, um, Jonathan Demme) sold out by making movies obviously intended to pay for their luxurious lifestyles, embodied by new swimming pools. Even if we’re to take this post as being tongue-in-cheek, the author’s lack of long-term perspective and number of casual errors are fairly stunning. A refutation of points follows after the jump.
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We feel really bad about spotlighting Michael Jackson in three spots on our “Creepiest Kids’ Movies List” yesterday. If we had known he was going to die of cardiac arrest within hours of that post’s publication, we would have maybe limited his presence to one included film, if any at all.
To make up for the dishonor, we now would like to spotlight the connection he had to cinema through his collaborations with great filmmakers. Due to his talent, success and financial status, he was able to work with a number of important directors, both in movies and in music videos. Some were already prominent when MJ hired them; others were strictly music videomakers who would go on to significant feature filmmaking careers. Some collaborations were also better than others, so we’ve ranked them in order from worst to best.
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Two more days until we find out who wins this year’s Academy Awards! Okay, so the exclamation point is more than forced. It’s been quite awhile since we’ve had even an ounce of excitement about the Oscars. But we mustn’t let predictability get us down. Sure, even the still-uncertain races (Penn vs. Rourke; Winslet vs. Streep; Man on Wire vs. Trouble the Water) are anything but interesting, because the everyman of 2009 couldn’t care less about who gave the year’s better performance and would probably be fine shrugging his shoulders at the TV screen in the event of a tie (or, better yet, irresolution). However, there’s one thing people keep forgetting about the Academy: they’re full of surprises.
So, rather than just go with the easy, “predictable” predictions, we attempted to guess who and what will Crash the Oscars this year with a surprise victory — preferably the kind that adds an “ing” to “upset.” And once again, we’d like to extend the forecasting fun to you. What surprises do you expect and/or hope for? Or, if you’re down with the boring route, what “certain” winners do you truly believe in? And why? The most accurate comments will be reprinted in our final Oscar column on Monday.
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The Golden Globes have been handed out, and the last of Oscar ballots are to be postmarked by today. So, that’s it, the nominations for the 81st Academy Awards are being figured out as we speak, and campaigning is over until the official contenders are announced on January 22. Hopefully a few Academy members took notice of our unlikely last-minute suggestions, but it’s more probable that we’ll be looking at an unsurprising crop of films represented in the major eight categories. As you’ll see after the jump, we predict that two heavily-buzzed supporting performances will be snubbed. Of course you’re likely to disagree with these foreseen omissions. In fact, we welcome all you readers to make your own predictions in the comments section — what you think will be nominated, not what you want nominated. And on Monday, January 19, SpoutBlog will feature a post highlighting the best of these comments and predictions.
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Boyle. Fincher. Howard. Nolan. Van Sant. No alarms, no surprises. indieWIRE has the historical analysis that reminds us that last year, the DGA nominated Sean Penn for Into the Wild and the Academy swapped him out for Jason Reitman, but, you know … unless whatshername who was fired from Twilight makes a big surge super quick, it seems unlikely that anyone’s going to get an Oscar nomination this year for nabbing $100 million+ of teenage girl allowance. I’m gonna go out on a limb and say the Best Director Oscar nominations will probably look a lot like this.
In a couple of weeks it will have been 25 years since Ridley Scott’s hammer-tastic 1984 commercial introducing the Macintosh was seen during Super Bowl XVIII. Though it wasn’t seen on television again until popular demand brought it back years later, it wasn’t for lack of quality. Ridley Scott was just coming off of Blade Runner, and the spot, which cost over a million dollars to produce, has been named the best television commercial of all time. Not too shabby.
But in a day and age of TiVos and DVRs, are commercials still relevant? In fact, it’s hard to remember more than a handful of commercials that have had the cultural impact of Scott’s 1984.
Ad agencies often turn to big talent to try and draw attention to a commercial, and the pendulum often swings the other way when Hollywood taps a commercial director to direct a feature. That’s what launched the careers of David Fincher, Michael Bay, and many other high-profile filmmakers. While 1984 might be the most famous commercial by a famous director, there have been a slew of others that have been equally as strange, from artists ranging from Spike Jonze to the Coen Brothers. Here’s a look at a some of the better ones, including both Ridley Scott’s 1984 (and it’s updated 2003 version, along with the Hilary Clinton version from last year’s Presidential race).
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Should special effects only be used to service a film’s story, or is it perfectly fine for movies to feature extraneous spectacle? That’s a debate that comes up often among cineastes, but ultimately there’s room for both functions. Sometimes, in cases like Jurassic Park and The Matrix, both categories of effects may even faultlessly coexist in the same film. Yet there is one kind of effects employment that’s intolerable to all film-loving parties: the gratuitous exploitation for the sole purpose of brazen gimmickry. It’s this kind of effects work that goes beyond spectacle. It’s not so much a show as a show off.
For one example of this cinematic sin check out Karina’s review of The Curious Case of Benjamin Button, in which she references a scene featuring an inessential and irrelevant rocket launch in the background of an otherwise intimate moment between two lovers on a sailboat. Actually, that’s apparently only a minor citation in a “a film about the feat of its own whiz-bang, Frankensteinian digital imagery, drunk on its own accomplishment to an extent that feels quasi-ethical.” Hardly the first movie to commit such a crime, sure, but Benjamin Button seems to be the most thoroughly guilty exploiter since Forrest Gump (both films, incidentally, were scripted by Eric Roth).
So, in (dis)honor of Roth’s repeat offense, let’s take a short look at the worst exploitations of special effects in the last 15 years:
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To borrow a line from Lou Lumenick: The Curious Case of Benjamin Button is this year’s Forrest Gump. This is not really arguable. In addition to sharing a screenwriter (Eric Roth), Robert Zemeckis’ 1994 Best Picture winner and David Fincher’s 2008 Best Picture front-runner (at least, as of this writing) both put groundbreaking special effects to the service of sprawling stories, spanning many decades and weaving a breadcrumb trail through modern American history, in which a man holds a torch for a woman who can’t reciprocate his love until her dreams of autonomy are spectacularly dashed. For me, the Gump comparison is a pejorative, a shorthand way to say, “This film will likely make a lot of money and win a lot of awards, and yet is so phony and cloying and gimmicky that its success will some day be seen by some as a tragedy.” But to others, the second coming of Gump would be a blessing. An Oscars-bait blockbuster? As Lumenick put it, before seeing the film, “Paramount would be thrilled, and possibly the Academy would be as well.”
Watching Benjamin Button, occasionally I actively loathed it, but mostly I just felt genuinely disappointed that it seemed so lacking in the genuine feeling that makes a bloated, over-serious, firing-on-all-cylinders Hollywood blow-out even temporarily satisfying. Ultimately, we buy into films like the film Benjamin Button wants to be because they offer our only chance at that unique catharsis: they let us cry, in public, surrounded by and united with strangers who are also crying, regardless of our individual age, class or station in life. But Benjamin Button cannot be effective as an audience-leveling tear-inducer, because it’s not a film about people. It’s a film about the feat of its own whiz-bang, Frankensteinian digital imagery, drunk on its own accomplishment to an extent that feels quasi-ethical.
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A few episodes ago, we talked about Danny Boyle’s Slumdog Millionaire. We had a few bones to pick with hyper-paced indie romance, some of which caused us to question the value of Boyle’s cannon. As we should have expected, a few listeners were not happy with us dogging the feel-good, rags-to-riches, out-of-left-field Oscar contender of the year.
Meanwhile, Karina has written a less than favorable review of the forthcoming David Fincher film, The Curious Case of Benjamin Button. Again, a wave of backlash has ensued.
Are we simply spiteful film snobs who love ripping on movies while they ride a wave of buzz into awards season? No. We love movies. But sometimes that love must be tough. On this week’s show we clarify a few positions, navigate the tricky waters of blogosphere backlash, and search for what Werner Herzog calls “adequate images.”
FilmCouch 98 [42:44m]:
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(Subscribe to FilmCouch–Spout’s weekly movie podcast–in the iTunes store or to our RSS feed and an episode will download each Friday)
0:00 - Intro, the ideal Thanksgiving
7:56 - Slumdog backlash, It’s a Wonderful Life, Casablanca
24:41 - Karina on Benjamin Button
filmcouch-98
To borrow a line from Lou Lumenick: The Curious Case of Benjamin Button is this year’s Forrest Gump. This is not really arguable. In addition to sharing a screenwriter (Eric Roth), Robert Zemeckis’ 1994 Best Picture winner and David Fincher’s 2008 Best Picture front-runner (at least, as of this writing) both put groundbreaking special effects to the service of sprawling stories, spanning many decades and weaving a breadcrumb trail through modern American history, in which a man holds a torch for a woman who can’t reciprocate his love until her dreams of autonomy are spectacularly dashed. For me, the Gump comparison is a pejorative, a shorthand way to say, “This film will likely make a lot of money and win a lot of awards, and yet is so phony and cloying and gimmicky that its success will some day be seen by some as a tragedy.” But to others, the second coming of Gump would be a blessing. An Oscars-bait blockbuster? As Lumenick put it, apparently before seeing the film, “Paramount would be thrilled, and possibly the Academy would be as well.”
Watching Benjamin Button, occasionally I actively loathed it, but mostly I just felt genuinely disappointed that it seemed so lacking in genuine feeling. I’m a realist — I understand that the masses will probably go the other way on this one, and I won’t begrudge them that. But as a critic, it is my job to clearly state, for the record, what ignited that loathing and disappointment. This is something I did not do the last time I wrote about the film, and now that the film has screened for a larger portion of the press, I’d like to rectify that mistake. I’ve tried below to lay this out in as plain language as I can muster, so as to hopefully avoid any misunderstandings. After this writing, I promise –– I’m going to try very hard not to waste my energy trashing the inevitable prom king. There are so many movies that are so much more worthy of my attention, and frankly, I’m tired of fighting for my right to disagree.
So: Spoilers ahead!
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Veteran documentarian Ken Burns is on the Board of Governors for the Telluride Film Festival. The creator of classic PBS documentary mini-series like The War, Baseball, and Jazz, all of which have a total runtime of many hundreds of minutes, it’s a wonder this guy watches anything other than the archival material he uses to assemble his films. He mentions a film called Hunger by Steve McQueen that’s playing here. No, it’s not the ghost of the Steve McQueen you might be thinking of, this Steve McQueen is a Turner Prize winning British video artist turned filmmaker. A full review of Hunger with an interview is coming soon.
Ken Burns talks Mad Men and David Fincher after the jump.
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It has come to my attention, via the Rope of Silicon post and SpoutBlog commenter Gould, that there is bad buzz in Telluride surrounding David Fincher’s The Curious Case of Benjamin Button. I’m in Telluride, and I hadn’t heard this bad buzz––the handful of people I’ve spoken to who saw the show reel either last night or this morning had generally positive things to day, aside from some general skepticism as to what the film’s reported two and a half hour final cut will look and feel and play like.
As I responded to Gould’s comment on this post:
…it’s hard to tell from this reel whether or not the film is going to hold together. I don’t get the sense that he’s going for whimsy or magical realism, but it does seem like a real departure for Fincher. Hopefully the fanboys looking for another Fight Club won’t burn Fincher at the stake for branching out a bit.
Telluride is not like, say, Comic-Con; the crowd doesn’t boo or scream, and most attendees are less likely to walk out of a screening with a firmly settled opinion than they are to spend the rest of the weekend talking it out. This doesn’t necessarily mean that I’m right and the naysayers are wrong, but I do hope this movie doesn’t get a leg cut off before the picture’s locked thanks to the entire internet jumping to conclusions.
Tonight’s Silver Medallion Tribute to David Fincher at the Telluride Film Festival closed with a screening of 20 minutes of Fincher’s much-anticipated new film, The Curious Case of Benjamin Button, starring Brad Pitt as a baby born old who reverse-ages over eight decades. Fincher called the footage “a series of scenelets,” meaning that, unlike the single reel of There Will Be Blood shown at last year’s tribute to Daniel Day-Lewis, this reel was cut together to give us a teasing glimpse of the wider narrative and scope of the film.
First impression: it’s impressive. It’s absolutely gorgeous, for starters. Coming as it did after a show reel featuring excerpts from Fincher’s music videos and adverts (both cut into a montage set to “How Soon is Now?” by The Smiths, weirdly and unadvisedly divorcing both pop and product promos from what they were made to promote) and each of his features aside from Alien³, it’s clear that Fincher has moved beyond the cool blacks and blues with florescent highlights that have thus far defined his visual style. It’s a period epic, so the broader visual palette makes sense, but it came as a relief that, within all this beauty, the effects used to transform Pitt first into an 80-year-old man and then backwards into a child felt of a piece and not overwhelmingly effect-y.
Also exciting: though the reel gives every hint that Button is a proper epic tearjerker about love and pain and time and blah blah blah, it’s also infused with the dry, quippy sense of humor that cuts through the darkest swatches of Fincher’s filmography. This is, after all, the man who says he wanted to make Fight Club because he thought the book was “hilarious [and] ridiculous. But I’m an asshole.”
A detailed run-down of the clip follows after the jump. Not having seen the full film, I can’t say for sure whether or not there are spoilers, so I suppose if you want to know absolutely nothing, don’t click.
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