Film

You are currently browsing the archive for the Film category.

popcorn-bagFor the past couple of years I’ve been going to the all-day movie marathon known as the AMC Best Picture Showcase.  I’m a movie lover and the idea of sitting in a theater for close to 15 hours on a Saturday in February gives me a big smile, especially as I eat my unlimited bags of popcorn and soda.  The showcase provides people with a great way to celebrate the Oscars, watch all five of the Best Picture nominees in one day and feel ready to win the office pool.  But when the Motion Picture Academy of Arts and Science decided to change things up this year and nominate 10 films for the top prize, it left AMC and it’s die-hard movie fans wondering what would happen to the Showcase. 

I’m impressed with how AMC handled the situation.  Knowing that it would be logistically and humanly impossible to show all 10 films at once, the theater chain decided to split the showcase into two days, each showing five of the films.  But it also gave the fans the ability to help decide which films it would show together, especially since the three-hour megamovie Avatar would be shown in 3-D.  Through a polling system, AMC allowed fans to vote on the movies it would show during the first weekend with Avatar and announce the results later today

86,521 votes were cast and it looks like it may be a good year for me.  I’ve seen about half of the films nominated, including Avatar, and those are also the ones that the majority of fans have voted on to be shown on the first Saturday.  Of course AMC has the final say, but let’s hope that the peoples’ voices have been heard and it will save me $30 and an extra Saturday.

I’ll post the results as soon as I find out.

Tags: , ,

The Blind SideLast night I saw The Blind Side starring Sandra Bullock.  On a level of measuring pure enjoyment, I would definitely recommend this movie to everyone, especially during this holiday season.  It was a true feel-good movie.  But as a marketer, I couldn’t help but see product placement throughout the entire film.  Sure, some of the brands like Taco Bell are true to the real-life story in which this film is based.  (Sean Touhey, played by country superstar Tim McGraw, owns Taco Bell franchises throughout the Memphis area.)  However, audiences can’t help but feel like they are in one big ad for Under Amour with a touch of Ralph Lauren, Nike and BMW.

Being a sports movie, there are plenty of reasons to see Under Armour on the chests of the Wingate Christian School’s football team as well as their in-state competition.  But during a fun little sequence showing SJ, the youngest of the Touhey clan, running drills with Michael Oher as he prepares for the football season, you can’t help but notice the Under Armour logos on his clothes, too. 

I personally have nothing against product placement, especially when it flows naturally within a film’s storyline.  However, I think The Blind Side went a bit too far.  Sure, the Touhey’s have money and would probably ride around Tennessee in very expensive BMWs.  However, when the back side of Sandra Bullock’s jeans flashed a brassy Ralph Lauren tag, I couldn’t help but be blinded.

Tags: , , , ,

The Weather ChannelToday The Weather Channel announced it will be showing weather-themed films on Friday evenings.  According to the New York Times the series will be called “The Weather Channel presents…”.  The series will start on October 30 with The Perfect Storm starring George Clooney.

The move initially seems kitschy with films like March of the Penguins, Deep Blue Sea and Misery (yes, you read that right) added to the line-up.  But according to The Weather Channel, weather-related news watching tends to drop off on Friday nights.  This may help increase ratings during that daypart.  However, I’d be interested to see how the network reacts if a major weather event takes place at 8:32 pm on a Friday night.  Will Jim Cantore interrupt the drama of Twister with a live report from a wind-blown beach?

I think this idea is pretty clever, but the network may have a difficult time finding an extensive list of movies to air.  The main mission for The Weather Channel is to make sure it can maintain its core competency of providing weather information and not weaken the brand by showing films that are a stretch.

Tags: , , , ,

Paranormal Activity Despite seeing Paranormal Activity over a week ago, I still find myself having trouble falling asleep at night, especially after reading articles about this creepy movie.  In this week’s Time magazine, Richard Corliss writes about how this low budget flick (reportedly $11,000) has become a not-so-sleepy hit. 

Instead of giving the film a traditional marketing plan, film distributor Paramount Pictures released the film as a midnight movie in only 13 college town.  In an age of Facebook, Twitter and blogs, that got the buzz going.  But this isn’t a new tactic.  We’ve seen movies in the past being promoted with their MySpace URL at the end of their trailers. 

What Paramount did was take word-of-mouth to the next level.  The studio made word-of-mouth essential.  In order to see the film, audiences need to request it online.  This decreases the studio’s distribution costs and increases the audiences’ percpetion of power. 

Overall, it has created a true pop culture phenomenon.  Cities all across the country, including Evanston, IL and Norfolk, VA, are getting their chance to cover their eyes and scream with their fellow movie-goers because they are talking about it online and in person.  According to Reuters, the movie has grossed $33.7 million in total box office revenue so far, an amazing feat since it’s only been in 800 theaters nationwide.  I wouldn’t be surprised to see this number go higher as we get closer to Halloween … as long as the buzz continues.

Tags: , , ,