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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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“Once in a while, there was a nice, good film, but not very many. If something comes along that’s really good and I think I would be good for it, I’d be happy to do it. But not too many came along. I mean, they came along for the first, I don’t know, 15, 18 films, but I didn’t do that many. But then I didn’t want to do the kind of junk I was seeing. I didn’t want to do 3D, for instance. I didn’t want to do ones where it’s just bombing and loud and swearing. So much swearing going on. If someone says ‘Ah, go fuck yourself,’ well, if it came from a meaningful place, I’d understand it. But if you go to some movies, can’t they just stop and talk, just talk, instead of swearing? That put me off a lot.”
~ Gene Wilder, 2013

“There’s a condiment that you can put on toast in the UK called Marmite. Their advertising campaign is that you either love it or hate it. I think Warcraft has a similar history in that a lot of guys and girls out there have had their relationships broken up because their significant others played too much Warcraft or for whatever other reason they don’t like Warcraft because of a rivalry with another game they prefer. I know that the movie is not perfect and I think one of the absolute frustrations of making a movie of this scale is that it is impossible, I think, to make a movie like this as an independent filmmaker. You have to find a way to squeeze it through the studio bureaucracies. Trying to make a movie like Warcraft, and trying to do it in a unique way… you get killed by a death of a thousand cuts. Every choice that I make, whether it is story or character or costume, all works together. When you make a little change it doesn’t seem like a big deal. When you keep making those little changes, especially over three and a half years, suddenly you’re basically spending all of your time trying to work out how to patch up what has been messed around with.”
~ Duncan Jones To Matt Patches On Warcraft

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