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David Poland

By David Poland poland@moviecitynews.com

Sunday Estimates by Klady

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

14 Responses to “Sunday Estimates by Klady”

  1. b diddy says:

    After Failure to Launch and How to Lose a Guy, Matthew McConoughey better start lining up all the B-list actresses he can so he can prolong his career another 5 years.

  2. martindale says:

    I’m not sure why so many were predicting “Failure” to be a flop. Consider that there hasn’t been a romantic comedy since the holidays. Factor in McConoughey’s appeal and you have the recipe for a decent hit. Sure, it looks like an awful movie, but that hasn’t stopped other rom coms from doing well at the box office.

  3. David Poland says:

    It was so predicted because tracking was in the toilet, which is why the campaign changed so drastically.

  4. EDouglas says:

    Actually, Failure to Launch was tracking better than Shaggy Dog and Hills Have Eyes for at least two to three weeks before opening.. but I think the new ad campaign made the difference between a $15 million opening and a close to $24 million one. I thought the market was in desperate need of a strong rom-com… my sister who never goes to the movies was telling me how she wanted to see this weeks ago not realizing that it didn’t open until this past Friday.

  5. jeffmcm says:

    Is there a place where one can gain access to the great and powerful “Tracking” or is it something you have to, like, pay money for?

  6. KamikazeCamelV2.0 says:

    Can you imagine what might have happened if they had clicked into a better campaign earlier and released this at Valentine’s Day?
    Let’s not forget that other B-grade actress that has co-starred with Matthew lately. PENELOPE CRUZ! You know… the one that can’t speak english.
    The Hills Have Eyes’ lower gross is a bit disappointing. Why THIS one that didn’t go gangbusters? God, I don’t understand the people that go see these movies. SO finicky.

  7. frame24 says:

    Paramount ran ads on sport radio stations featuring Terry Bradshaw. GENIUS. How many times have guys ever gotten their ladies to go see a rom-com? GENIUS. Somebody in the marketing department just earned a Caribbean vacation.

  8. Kambei says:

    Saw Beowulf & Grendel up here in Canadaland. It’s pretty good in many ways–scenery, violence, most of the acting, decent storyline–but man, does Sarah Polley drag the whole thing down. :( Everyone sounds very “epic” and “legendary” with their Norse accents (and odd Scottish/Irish thrown in), but the Canuck accent just stands out…eek.
    Iceland does look like an amazing place to visit, though.

  9. Chucky in Jersey says:

    You know men went to see “Failure to Launch” when word got out that Terry Bradshaw bared his arse.

  10. EDouglas says:

    I’m jealous… been dying to see Beowulf & Grendel and no idea when it might open here. I love Iceland!

  11. KamikazeCamelV2.0 says:

    Wait, weren’t they making a huge Beowulf movie that was set to be a huge blockbuster? Why are they releasing it in limited Canadian release? Or is this another one of those two-at-once situations?

  12. jeffmcm says:

    You’re thinking of the Robert Zemeckis Beowulf movie, made in the same style as The Polar Express, due out next year.

  13. Kambei says:

    yeah…there’s no CGI in this one, that’s for sure. The monster is just some huge guy in heavy make-up. It’s not too bad, though, because the guy is very very large–and it makes the story somewhat closer to the realms of believability. The best special effect is Iceland, though. It fits the story so well, it’s on par with the New Zealand landscapes in LOTR. But I still don’t recommend the movie too highly.

  14. KamikazeCamelV2.0 says:

    I’m still so confused as to why they would make a Beowulf and Grendel movie and release it in limited release in Canada? It’s such a big tale, why did it only get a version like this? I thought the Sarah Polley version was meant to be BIG. Strange.

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DEADLINE: How does a visualist feel about people watching your films on a phone or VOD?
REFN: It depends on what kind of movie you make. We had great success with Only God Forgives on multiple platforms in the U.S. Young people will decide how they see it, when they want to see it. Don’t try to fight it. Embrace it. That’s a wonderful opportunity. We’re at the most exciting time since the invention of the wheel, in terms of creativity because distribution and accessibility have changed everything. A camera is still a camera whether it’s digital or not; there’s still sound; an actor is an actor. Ninety-nine percent of what you do is going to be seen on a smart phone – I know this is the greatest thing ever made because it allows people to choose, watching what you do on this format or go into a theater and see it on a screen. That means more people than ever will see what I do, which is personally satisfying in terms of vanity. But you have to be able to adapt, to accept things in different order and length than we’re used to. We are in a very, very exciting time.
~ Nic Refn to Jen Yamato

DEADLINE: You mention Tarantino, who with Christopher Nolan and a few other giants, saved film stock from extinction. To him, showing a digital film in a theater is the equivalent of watching TV in public. Make an argument for why digital is a good film making canvas.
REFN: Costwise, it’s a very effective way for young people to start making movies. You can make your movie on an iPhone. It’s wonderful seeing how my own children use technology to enhance creativity. For me it’s a wonderful canvas. Sure, I love grain in film. I love celluloid. But I also like creativity. I like crayons, I like pencils, I like paint. It’s all relative. Technology is more inclusive. A hundred years ago when film was invented, it was an elitist club. Very few people got to make it, very few people controlled it and very few people owned it. A hundred years later, storytelling through images is everyone’s domain. It’s ultimate capitalism. There are no rules, and no barriers and no Hays Code. Where does this go in another hundred years? I don’t know but I would love to see it.
~ Nic Refn To Jen Yamato