I do think the biggest mistake regarding the film has been its marketing.
First of all, it all started rather late, only two months before its premier. In the highly competitive film market (made more so by the high cost of deciding what, and what not, to see), one needs to get the upper jump. Of course, too much saturation can also spell doom.
Second of all, shooting for the supposedly lucrative market of 18-24 is like putting all of one's eggs in one basket. They ain't the only ones going to movies (like I said, everyone, save for one, in the theater when I saw the film was not only well-over 24, but well over 35). Folks older often have more expendable income, especially in today's economy, but when all they see are films that appear geared towards an audience that doesn't include them, well, of course they're not going to go. Even though a huge percentage, if not a majority (and probably a huge majority) of people (kids, actually) have never heard of DS, and Warners apparently wanted to somehow reach out to them, there still are hordes of people my age who have heard of it, who experienced it, who loved it and certainly don't mind having more. I can't tell you how many people my age, even a decade younger, when I told them I was going to see this film suddenly became excited and had no idea there was a new film. I'm talking like this past Thursday and Friday. Many of them, a decade and even more younger, had their only exposure through the '91 version and remembered it fondly and enjoyed it (and were terribly upset when it was canceled). They thought that seeing a new version of that version was a great idea and would say: "if I've got time, maybe I'll go see it." How did the marketers miss all of them (both OS and '91, and a combination of both)? I think if there had been some ads among the many aired and in print aimed at this audience that referenced the original - maybe a tag-line like "Some Legends Never Die" or some-such, maybe a few photos or quick live-action captures - they would've heard and gone seen.
Third, refering to the corporate-minded target audience of 18-to-24's, when it comes to Johnny Depp, he's still a box-office draw, but he's hardly the 21 Jump Street star he once was. He's just this side of the hill of a half-century old (ancient by Hollywood standards). He's older than what Jonathan Frid was when he created Barnabas Collins. Thinking that somehow Depp can still draw in teens is not thinking. Most teens today would have no idea what 21 Jump Street is. Their parents were teens when it aired. Even all the Pirates movies are old news by now.
Fourth, using only out-of-context comedic snippets to make this film appear as a more fun-loving version of Twilight, was a marketing error. I saw this movie, along with 31 other friends and aquaitances. None of us considered it a comedy. It was more horror-action. All the Indiana Jones films contained great deals of comedy, including slapstick, but did that make them comedies? They weren't marketed as such, and they all made tons of money (well, maybe not the last one because by the time it came out, the audience had moved on, but it was still an enjoyable film). They had, in trailers, a little bit of everything. Don't get me wrong - I enjoyed the humor in the DS film (as did my co-movie-goers) and considered it spot-on. My co-goers laughed at the right moments, groaned in grief at the right moments, cheered at the right moments, and registered shock at the right moments. All the right moments are there, so why couldn't the PTB at Warners use them in a nice balance in various trailers?
One of my friends, who went along with us on Saturday, called me today and said that after his church service was over and coffee and donuts were being devoured, he talked constantly about the movie and how much he enjoyed it and encouraged them to go, including several who were fans of the OS and had no idea that there was such a movie (even though my local theater showing it is only a block away from their church). Now that should tell us how Warners blew its marketing. What type of people do they have working in that department? How much are they being paid?
Meanwhile, I'm still basking in the after-glo of having seen this wonderful film. I still think the opening-credits scene of the train carrying Victoria/Maggie to the wilds of the Maine coast, while Nights in White Satin served as the soundtrack, was simply brilliant. I missed not hearing our "traditional" musical introduction, but this worked just fine and was totally appropriate. If only the marketing did.
Gerard
Topic: Depp/Burton DARK SHADOWS Is In Release!! (Read 350517 times)