Hot Button Archive for April, 2008

The End of An Era: Episode One – The Critics

David Ansen joins the parade of film critics heading out the Traditional Media door at 62.  He will, as Time’s Corliss and Schickel, remain in the game.  But unlike some outlets, Newsweek will surely establish a new critic, likely from their familiar gene pool. 

I’d be shocked if the answer they come up with is not someone like Dave Karger from EW, Rebecca Keegan from Time, their own Ramin Setoodeh or some other young, New York media savvy,
non-critic who has been around the industry for years.

The whole series of anti-criticism events demands a look at the bigger picture.  I was asked last week about whether I thought all of these firings (with plenty more to come) really hurt independent film.  And the answer is more complex than I would like it to be.  Let me start with the punch line and then go back to the detail work …

The weight of responsibility is now on exhibitors who want to be in the Indie business – and not just the Dependent business, which is rarely "indie" in any
real way these days – and the distributors and the publicists to find the new dynamic to get audiences to show up at "art house" movies.  The lack of as large a poll of critics to use as promotion to sell these films is a small issue compared to finding the screens around America to show these movies on and the uphill fight against scores of millions of dollars spent to sell "bigger" movies every weekend of the year.

Moreover, the studios have unthinkingly (with a few exceptions) conspired to turn even the critics who are keeping their jobs into worthless players.  On
the one side, you have a total whore like Peter Travers – when his name or that Rolling Stone logo on top of an ad now assures that a movie is suspect … which is a shame for the good movies he is quoted for – who has become about as valuable as David Manning because no one reads his full reviews and he is so shameless about quoting that no one wants to do so.  Doesn’t it occur to studio ad departments that the only people who care about critics’ reviews are the same people who know that Travers and Roeper are not remotely reliable?  (Roeper is not a quote whore … nor is his taste often horrible … but he adds little in terms of ideas to the mix and is still referred to as "that guy" in most conversations I wander into with people.)

It is, obviously, arguable that studios are not responsible for promoting new critical talent.  But at the same time, if they want critics as a truly valuable marketing tool, they need to make real choices about seeding the next generation.  However, the mind set remains, "quote from the biggest, most legitimate possible media outlet, regardless of who the critic is." 

When is the last time you saw a quote from The Baltimore Sun‘s Michael Sragow?  Well, it was likely either in The Baltimore Sun or in a national ad for a movie that got weak quotes from a dozen other outlets before they even turned to the list that Sragow was on.  And since Sragow – as an example here – doesn’t write to be quoted, they would probably
be adjusting his quote to make it hotter even in that situation, finding it easier to use a quote whore from the junket circuit who gave some mouth-breathing year’s best kind of praise.

The flip side is The Indies, whose system of releasing films relies heavily on New York, then Los Angeles, then Chicago, and then on to another dozen markets,
and then beyond, if things go well.  But Indie advertisers still have the mindset of majors … they want the biggest media outlets for quotes. 

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Quote Unquotesee all »

“I think [technology has[ its made my life faster, it’s made the ability to succeed easier. But has that made my life better? Is it better now than it was in the eighties or seventies? I don’t think we are happier. Maybe because I’m 55, I really am asking these questions… I really want to do meaningful things! This is also the time that I really want to focus on directing. I think that I will act less and less. I’ve been doing it for 52 years. It’s a long time to do one thing and I feel like there are a lot of stories that I got out of my system that I don’t need to tell anymore. I don’t need to ever do The Accused again! That is never going to happen again! You hit these milestones as an actor, and then you say, ‘Now what? Now what do I have to say?'”
~ Jodie Foster

“If there’s one rule Hollywood has metaphysically proven in its century of experimentation, it’s that there’s no amount of money you can’t squander in the quest for hits.

“Netflix has spent the past couple years attempting to brute-force jailbreak this law. Its counter-theory has seemed to be, sure, a billion dollars doesn’t guarantee quality but how about three billion dollars? How about five billion dollars? Seven?

“This week’s latest cinematic opus to run across no-man’s-land into the machine-gun emplacements has been the Jared Leto yakuza movie ‘The Outsider.’ Once again, debuting on Netflix, another thing called a movie that at one glance doesn’t look like any kind of movie anyone has ever seen before, outside of off-prime time screenings at the AFM.

“If you’re working at a normal studio, you have one or two of these total misfires in a year and people start calling for your head. How many is Netflix going on? Fifteen? Twenty? This quarter? Any normal company would be getting murdered over results like that.”
~ Richard Rushfield