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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With Comic-Con beginning tomorrow, there’s so much movie stuff being talked about today that I almost didn’t know what the biggest topic was/is. And really, the most discussed film-related news of the day was the Sam Raimi/World of Warcraft movie announcement. But WOW fans have apparently gone back to playing the game and aren’t hanging out on the web so much anymore, so it appears the teaser trailer for Alice in Wonderland has taken over as the most exciting thing for movie geeks to drool over right now. Even more than the hot photos of Freddy Krueger, Jeff Bridges on the set of Tron 2.0 and the Megan Fox Fangoria cover.
All I can say is that if you told me 15 years ago that I’d ever be this disinterested in something involving either Tim Burton or Lewis Carroll, let alone both, I would have called you a liar and then beat you with my Edward Scissorhands DVD (see, the joke is that I was such a big fan back then that I had the DVD before it ever existed). It doesn’t look as bad as Charlie and the Chocolate Factory, I guess, but it looks a whole lot duller than I expected. Maybe this is just too perfect and obvious a pairing that there’s no need for it, in the same way we don’t really need a Terry Gilliam-directed Good Omens or a Chris Columbus-directed Percy Jackson (doh!). I guess that’s the main reason I have no desire to see this movie, but the fact that it somehow looks both murky and meretricious has me turned off completely.
Let’s see what the rest of the film blogosphere thinks of the teaser, after the jump:
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Maybe this really is the year of “product suggestion”, a term coined recently by Risky Biz blogger Steven Zeitchik after noticing the subtle hint of a McDonalds logo on the driver’s helmet and race car in Speed Racer.
Following that, we now have Pixar suggesting iPods and other Apple products through its new animated film Wall-E. If you take a good look at the sleek robot character Eve, you might be reminded of the typical Apple product design, and apparently it’s not so coincidental. Wall-E director Andrew Stanton told Fortune magazine of Eve’s development and the benefit of having Steve Jobs as your umbrella:
“I wanted Eve to be high-end technology - no expense spared - and I wanted it to be seamless and for the technology to be sort of hidden and subcutaneous,” Andrew Stanton, Wall-E’s director, told Fortune. “The more I started describing it, the more I realized I was pretty much describing the Apple playbook for design.” It is, of course, not the first time a product has inspired a film character - think of the murderous HAL 9000 robot in “2001: A Space Odyssey,” based loosely on big IBM mainframes of the day.
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It may seem like a waste of space to beat this dead horse too heavily, but since we did devote time to analyzing why the bombing of Speed Racer is likely to have a detrimental effect on the future of the blockbuster, it’s relevant. Turns out, the film made even less money than Warner Brothers estimated––about 8% less, dropping its 3-day gross from $20.2 million to $18.6 million, and dropping the film from second place for the weekend, behind the unbeatable Iron Man, to third behind the flash-in-the-pan What Happened in Vegas.
What’s to account for the discrepancy? Apparently, when WB released their numbers on Sunday morning, they were estimating Sunday’s final take based on a typical weekend’s metrics, without accounting for the fact that this past Sunday was Mothers Day––ie: the single day of the year when parents are least likely to pander to their kids’ whines about going to see a hyper-active live-action cartoon. The other studios called bullshit, and by late Monday the real numbers came to light.
The real question is: why didn’t Warners foresee that Mothers Day was going to be a black hole for a film that apparently only appeals to eight year olds and contrarian aesthetes?

So much for Peter Bart’s pet dead horse about the untraversable gap between ticket buyers and film reviewers––Iron Man, so far the year’s best reviewed film, is also thus far 2008’s fastest moneymaker. The critic/audience sync continued this past weekend with Speed Racer. It takes a rare film to unite critics with as disparate a sensibility as Anthony Lane and Armond White in common vitriol; it’s almost unthinkable that the same critically-despised film would fail to appeal to the masses.
“Speed Racer kills cinema,” went White’s fuming, unusable pullquote. But does it? It would be wishful thinking to assume that the average ticket buyer actually cares about “cinema”, never mind the death thereof, but it seems clear to me that the audience’s failure to care about this particular movie could have lasting repercussions for those of us who do take cinema seriously. After jump, you’ll find five reasons why, love the movie or hate it, this bombing could potentially be Bad For Movies on the whole––and one reason why it might be kind of good. As usual, feel free to tell me why I’m a moron in the comments.
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Computer generated super machines run by conflicted heroes tethered to ladies who just can’t quit them–summer has arrived. And we’re loving it. Iron Man won the democratic primaries this week by staying away from controversy. The Marvel Universe will change how business gets done in Hollywood and Speed Racer is… different. Like Warhol making out with Walt Disney.
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Iron Man, Speed Racer
The first official press screenings for Indiana Jones and the Kingdom of the Crystal Skull aren’t for another ten days, but as long as Aint It Cool News exists, you can count on early reactions from the amateur critics. One such person, going by the alias “ShogunMaster,” has a spoiler-filled review that is unfortunately quite negative. Claiming it lacks tension, employs extremely fake-looking props and sets, and features a “horrible” performance from Shia “LaBeef”, the reviewer at least puts some of it into perspective:
Anyway, I don’t want to rant on forever, as it doesn’t matter what I say, you will see this movie regardless. And even though it’s not as bad as Allan Quartermane, it’s definitely not a good Indy Movie. But for those of you that feel that the new Star Wars Movies robbed your childhood, expect some molestations from Uncles’ George and Steven…
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People are starting to say smart things about Speed Racer, sight unseen. The film has been screened for journalists who attended junkets, but those journalists have so far stuck to stuck to the studio’s review embargo––all of the really interesting stuff is being written by bloggers who are basing their critiques solely on promo materials like stills, trailers, and now clips.
It’s these seven new clips posted by Colider.com that prompted iO9’s Annalee Newitz to start spouting sci-fi philosophy. “In this scene, where Speed and his pals race through a geometrically-impossible “ice mountain,” it’s clear we’re inside an artificial world where humans and machines have become interchangeable,” she writes. “Watching Speed and his car is like seeing the movie Tron from the point of view of one of the programs.” Tron references are always sexy.
You can watch the clips at either Colider or iO9, but they don’t seem to be easily embeddable. Colider’s are crisp and HD sparkly; it looks like Newitz’ crack Gawker Media tech team scraped the clips in order to re-post them on their own site, but I kind of prefer the lower resolution. Especially with that ice cave clip, the pixelation causes the image to blur into a wild four-dimensional abstract expressionist canvas. It made my eyes cross, but in a good way.