A huge congratulations is due Gerry Rich and the team at Paramount Pictures for turning a movie that was having some serious problems with interest among its core audience into a strong opener with a new campaign run over just a couple of weeks.
The big questions about the success of Failure To Launch are going to be about the value of Matthew McConaughey and Sarah Jessica Parker, who is in her second theatrical hit in three months. Fox focused on Parker first and foremost throughout the campaign for The Family Stone. Here, Paramount ended up going away from Parker to focus on the parents in order to explain the horrible title. But one could argue that they laid the groundwork for her (and McConaghey
Do you know about Pokémon Go? No. I don’t know what Pokémon Go is and what all these things are. You’re talking to somebody who made his first phone call at age 17. You’re talking to someone who doesn’t have a cell phone, for example, for cultural reasons. Tell me about Pokémon Go. What is happening on Pokémon Go?
It’s basically the first mainstream augmented reality program. It’s a game where the entire world is mapped and you walk around with the GPS on your phone. You walk around in the real world and can catch these little monsters and collect them. And everybody is playing it. Does it tell you you’re here at San Vicente, close to Sunset Boulevard?
Yeah, it’s basically like a Google map. But what does Pokémon do at this corner here?
“To make work out of your own imagination is an invitation to a lot of unforgiving hard slog, failure, satisfaction which doesn’t last long, more failure, discontent, maybe a prize, a bit more satisfaction, self doubt, dissatisfaction, lots more hard work and so on and so on. But anyone who’s persisted and written something and got to the end and even better had it published or performed learns quickly that the hard slog, the frustrations, the blind alleys and dead ends and scenes that don’t work and great ideas that turn to dust are in fact a big part of the work. The reward for the agony is not the ecstasy of Chuck Heston finishing the Sistine Chapel but still more agony that might also include some kind of not pleasure exactly, maybe a brief, terrible joy.”
~ Australian playwright Michael Gow