CORPORATE-MEDIA REACTIONS TO THE INTERNET have come in waves. The "Threat To Our Children" wave. The "Threat To Common Discourse" wave. The "E-Commerce" wave.
(Funny, I always thought "E-Commerce" was what happened in the parking lots outside rave dances.)
Now, there's another wave, and it's something corporate media absolutely luuvvv, at least in principle.
The Net, according to the newest Received Idea, is indeed good for one thing.
Selling movie tickets.
By now, even people who haven't seen The Blair Witch Project are totally familiar with the film, its plot, its premise, and, most prominently of all, the hype. The simultaneous Time and Newsweek cover stories. The cast's appearance on the MTV Video Music Awards. The endless repetition, from Entertainment Weekly to the New York Observer, of the filmmakers' success-story legend--how a next-to-no-budget indie horror film became a huge hit thanks to "word of mouth" publicity on the Net.
A more careful look at the story, though, reveals something much less "spontaneous" yet simultaneously more interesting to corporate-media types.
Blair Witch turns out to have been a marriage made in marketing heaven, a three-way match between the economics/aesthetics of '90s Fringe-Indie filmmaking, the Net's genre-film fan base, and good old-fashioned B-movie hucksterism.
From the indie-film craze, the Blair Witch filmmakers got a whole language of "looks" and shticks: College-age, unknown actors; wobbly camera work (some shot on video); the gimmicks of fake-documentary shooting and characters talking into the camera; and other assorted means of turning a lack of production resources into a feeling of immediacy and a sort of realism.
From the scifi/horror fan community online, distributors Artisan Entertainment found a ready-made audience, with highly articulated opinions on what it liked and disliked in genre movies (a marketer's wet dream!). Artisan could fashion a campaign promising everything real fans wanted, while making the film's cheapness into an asset.
From the exploitation tradition, Artisan learned the importance of spending more money selling the movie than the filmmakers had spent making it. The studio put up a big website (that never mentioned the story's fictional), slipped preview tapes and screening passes to influential online reviewers, planted preview stories in "alternative" papers, and generally sucked up to a fan community used to being treated as an afterthought by the big studios.
The result: A return-on-investment Roger Corman probably never even dreamed of.
But what happens when a movie gets the fan-site treatment, the newsgroup recommendations, and the chat room praise, but without the distributor's puppet-strings directly or indirectly manipulating it all?
You get The Iron Giant.
A movie described by gushing fans as representing everything from the first successful U.S.-made adaptation of Japanese adventure-anime conventions to the potential harbinger of a new era in animated features. A movie praised and re-praised on darn near every weblog site and online filmzine as a refreshingly serious, grownup animated film.
But after the box-office nonsuccess of Space Jam, Quest for Camelot, and The King and I, Warner Bros. seems to have little remaining faith in its feature-animation unit.
The Iron Giant was released in the dog days of August, with nominal TV advertising (chiefly on the Kids WB cartoon shows), almost no merchandising tie-ins (even at the Warner Studio Store), and a nice-looking yet perfunctory website.
What's probably singlehandedly kept the film in the theatres for seven weeks (at least in some parts of the country) has been the Net word-O-mouth. Real word-O-mouth, with little or no studio push or even studio attention.
The Iron Giant cost a lot more to make than The Blair Witch Project, so it won't be easy to compare the effectiveness of each film's free online fan publicity.
But it's clear which one's the real netfan-championed underdog, for whatever that's worth.
TOMORROW: A new book treats strange-phenomena with Brit-reserve skepticism.
ELSEWHERE:
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- The Superman trademarks have been disputed before. Could this be the legal battle that finally establishes creators' rights to the characters (after the creators' deaths)?...
- From a former Sabrina co-star, Public Domain Comedy is either comedy performed in public places or comedy so trite it could never have been copyrighted (found by Andrew)....
- Gee, does anything touched by Frisco cyber-elitists NOT eventually devolve into a big ego trip?....
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