Through one of the smartest film promotions I’ve seen in awhile, Disney has already sold 500,000 advance tickets to its little nature doc-for-kids, Earth, by promising to plant a tree for each audience member who pays to see the film during its first week (starting tomorrow and ending Tuesday, April 28). Never mind that all those people could just plant a tree themselves, and that families may ultimately be disappointed to find the movie is less focused than the ads would have them believe (the “three animal families” narrative is often abandoned for a broader look at the planet’s ecosystems) –– the fact that Disney managed to come up with such a successful marketing gimmick, and incentive, that has no necessary web-related elements is extremely commendable in these mostly viral-campaign-obsessed times.

Of course, there’s nothing at all wrong with online movie marketing, and it’s worth pointing to another new film opening this week, Obsessed, which has a fun little gimmick utilizing personalizing technology we’ve seen in plenty of prior viral promotional tools. It may not help save the planet, but we actually had more fun making this video, in which we made Ali Larter seem to be obsessed with SpoutBlog editor Karina Longworth, than we did watching Disney’s Earth. Then again, we at least saw the documentary, primarily because of its promotion, yet we probably won’t be seeing the very banal-looking Obsessed.

Ignoring whether or not they were successful, we picked ten other favorite viral gimmicks, many of which were more enjoyable than the movies they promoted:
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Celebrating the films of 1999, Rotten Tomatoes kicks off a 12-month, retrospective series of features with an exclusive behind-the-scenes look at the making of The Blair Witch Project. The groundbreaking, record-smashing indie horror flick made its debut at Sundance ten years ago this month, and RT writer Joe Utichi does a great job of reminding us of both the film’s legendary story and its lasting influence.

While I left The Blair Witch Project out of SpoutBlog’s five-day series of “Sundance Stories of Yore,” I wouldn’t have paid as great a tribute as Utichi has. Personally, I never appreciated the film in any way, but thanks to this video I’m now thinking differently about the merits of the production. I may never need to watch the actual film again, but I have to give the filmmakers credit for how they went about getting their 20 hours of footage.

That’s why it’s even more unfortunate that directors Eduardo Sanchez and Daniel Myrick haven’t done anything noteworthy since. At least Blair Witch actor Joshua Leonard has just made his “comeback” with a starring role in the 2009 Sundance hit Humpday. In the past ten years, he’s had small parts in films like Men of Honor, The Shaggy Dog and Prom Night, and interestingly enough he provided the voice of “Tyler Durden” in a video game version of Fight Club (another landmark film from 1999). But with Humpday, which like Blair Witch utilizes his talent for improvisation, he’s in the foreground once again. Now someone needs to give Heather Donahue and Michael C. Williams their due spotlights so we may continue to celebrate a Blair Witch renaissance.

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Getting ready for the Sundance Film Festival can be very exciting. As we await the event’s Thursday opening, we can’t stop wondering what will be the next big thing. Will this year’s hit be the highly-anticipated Michael Cera project Paper Hearts, or will it be something that we as of yet know nothing about?

It’s easy to forget, however, that oftentimes the next big thing is also the next lamest thing. Sundance sensations, those films that are much-buzzed-about, that sell for a lot of money, that go on to be marketed like crazy and ultimately receive Oscar recognition, tend to lend themselves most easily to backlashes. Usually such derision is deserved, as in the case of the following ten films, each of which made a big splash at Sundance despite being bad.
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Probably in part thanks to the Tribeca Film Festival’s new pre-fest review embargo, it’s been extremely difficult thus far to get a sense of which of the festivals many, many titles are actually worth seeking out and seeing. I’m sure the embargo has a purpose, but the fact remains that we’re now five days away from opening night, and we’re starring down a festival devoid of buzz. As someone trying to figure out how to cover the thing, I’m in the odd position of reevaluating givens: I don’t know what to do with the rest of the lineup, but I know Tom Hall’s last blog post makes me think Speed Racer looks fucking awesome.

So spelunking the catalog, all I really have to go on is keywords. And, my my, what keywords do we have for the Encounters selection, The Objective: A horror film. Set in Afghanistan, beginning three days after 9/11. About a Special Ops mission in search of an Al Qaeda nukes stash, gone horribly wrong. Directed by Daniel Myrick, best known as the co-director of The Blair Witch Project. Are our jaws dropping in unison?

It’s the kind of film everyone would be talking about, if only Tribeca would let us review it before it premieres. But, they didn’t put an embargo on reviewing the trailer…

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Daniel Stamm’s A Necessary Death is sure to be one of the most talked about films at SXSW this year. At least I hope it is, because I’m dying to have a discussion or two about it. Here’s my endorsement, first, so that I might influence someone to see the film and in turn have someone to chat with about it: Anyone who considers him or herself a fan of non-fiction cinema needs to see A Necessary Death.

I should point out, of course, that this is not exactly a documentary itself. It is a narrative feature structured like a documentary (I hate to call serious faux docs mockumentaries, so I won’t), but it was indeed written and it was indeed cast and it was indeed acted out. But if you love non-fiction and hate fiction, don’t let that keep you from A Necessary Death. An actual documentary couldn’t say as much about the genre as this film does.
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Though it’s long past the point of Cloverfield backlash, I was only recently beginning to think the J.J. Abrams-produced monster movie could actually suck. I thought: this really is just going to be like The Blair Witch Project meets Godzilla, isn’t it? This is really not much more than a movie based around an idea. This is just a camcorder-shot sci-fi action movie, and it’s not going to be pulled off well enough to hold my attention all the way through. It didn’t help that the widely read review on AICN makes the movie sound so awesome that it’s writer, Neill Cumpston, sounds like a plant. I’ll admit that I skipped most of the review to avoid spoilers, but Stu’s excerpt at The Reeler was enough to convince me that NOTHING can be as cool as Cumpston makes it sound. It was just another thing that made me realize that no matter what, I’m going to be disappointed with the reality that will be my experience with the film.

Then I watched this new TV spot that comes to us courtesy of Movieweb (via Cinematical), which shows us that Cloverfield will not just be this hand-held-video perspective of chaos. Well, actually, it will technically just be this hand-held-video perspective of chaos, but it will at least be more expansive than I previously assumed it would be. Check out the cityscape shot from atop the roof, for instance. I didn’t expect to see jets in action. Nor did I think there’d be much action at all, not like those ground troops shooting at the monster. Am I being once again suckered by the hype? Maybe, but I enjoy playing hokey pokey with movie marketing and this time I have my right foot in. Any day now I’ll be back to the part where I take my right foot back out, but it’s very possible that by the movie’s release date, I’ll be at the point of having my whole body in, and shaking it all about.