Je ne sais... what?
In This Week's Edition: sex, drugs, violence and just the cutest little patooty
THE QUOTE 🎬 💬
“YOU THINK YOU CAN THREATEN MY MOTHER?!”
hint: from the beginning of a long and some might say tortured saga
THINK THOUGHTS 💭
Sometimes fun things come my way. Usually they’re just passing on by to the real recipient, but this time, I got to enjoy in the revelry (warning: this might get a little nerdy and film marketing wonk-ish).
It came in the form of an email from my friend James saying his company (which does smart research-y stuff) was building a study around the Oscars and graciously asked if I’d be interested in tossing in any thoughts. I was and I did, but his team1 went and did the actual work and came back with what I think were some pretty darn cool insights.
The basic premise of the study: what impact does winning an Oscar have on people’s interest in seeing that movie? You’d be smart to guess more than zero.
But what is it specifically? Is it just the fact they won or are the acceptance speeches themselves having an impact? Weeeell…
This is where I find things get interesting, because they tested some of the speeches against things like trailers and a traditional “TV spot” that lists out all the awards that the movie won. I’m going to paste verbatim two of the more compelling learnings.
Oscars clips outperform trailers: Clips from the Oscars ceremony, especially Best Actor and Best Picture speeches, increased film interest and intent by a larger margin than the official trailer.
Younger audiences prefer speeches, while older ones prefer summaries: Gen-Z and Millennials responded better to actual acceptance speeches, while viewers over age 59 favored a video summarizing the awards won.
Why do I find this so fascinating? Well, for one, it confirms something you might think you know, but with actual data. But it also gets at an idea I’ve focused on for years - that marketing a movie doesn’t always require you to only show clips from said movie (i.e. a trailer).
In other words, instead of just repurposing the same format studios have used for years, this shows that it might be an even better idea to craft an ad around the acceptance speeches, which both of course conveys that the movie won, but also may build a warm fuzzy feeling inside the stomach of the prospective viewer, increasing their likelihood they’ll pay to see the movie.
And sure, this is all predicated on the fact there’s been a bunch of marketing leading up to this point, but there was another insight from the research which showed non-Oscar viewers we’re most moved by the speeches. So who knows.
Anyway, if you’re curious about the full study, you can read through it all here. I think if you’re into film marketing stuff it’s worth a gander.
Btw, wow. That was the most participation I’ve ever received in a poll I’ve put out. And all it took was me tricking2 you into answering a few questions. 🥸
Or maybe it was that you lot were actually interested in this year’s Oscars. Which, if you watched, was a choice you probably didn’t regret too much as they were… not terrible?! I credit the fact that the movies nominated were pretty darn great. A few fun bits didn’t hurt either. Nor did Ken.
NEWSY BITS 👾
Mike Tyson to Fight Jake Paul in Match on Netflix (full article): if you’re all “who the f is Jake Paul?” don’t sweat it (being 15 was kinda rough anyway, right?), because this isn’t about him or Tyson, but about Netflix and their continuation down the “no sports, except the kinda sports we can control" path. Meaning, Netflix doesn’t want to bid on what’s already existing (NFL, NBA, MLS etc.), it wants to build an entirely new genre, i.e. the “sports stunts” where they get buzzy stars to participate in one-off events. - New York Times
EXTRA CREDIT MOVIE(S) 📝
The American Society of Magical Negroes - the title reads like a movie that’s gonna try and make you squirm a little. Unfortunately, the majority of reviews say it’s pretty ineffective at dolling out cultural critiques or acting as a sweet little rom-com, as it never really finds its identity. Bummer. Playing in Theaters Friday
NOTABLE NEW RELEASES 🎟 & 📺
Love Lies Bleeding
Movies like Love Lies Bleeding are sometimes hard to explain. Not necessarily because of their plot - that aspect is actually somewhat tackle-able: small town woman gets her heart and loins fired up by jacked stranger, but the relationship becomes dangerous after family, and the past, get involved - but because of the general feeling and “aura” around the film.
It’s a palpability that goes beyond great reviews (though Bleeding has ‘em), well known stars (which it features, namely in Kristen Stewart), a “hot” director (definitely Rose Glass after her debut film, Saint Maud), a buzzy distributor (A24) or even aspects of its boundary pushing story (spicy lesbian sex scenes, neo-noir mixed w/ body horror & sci-fi, brutal violence - often inflicted by women).
If I were a man of cliches, which I most definitely am not, I might say it all seems to be more than the sum of its parts. But since I am not a man of hackneyed phrases, I would never say that. So instead I’ll just say that if you inform people you’re gonna go see Bleeding, you’re bound get to some very “OMG I so wanna see that” excited responses from a certain (likely smaller) set of folks and a blank stare from others.
And its the animated responses of the few which will give you this sense I’m talking about. As for the latter, you can just say “it’s that movie Kristen Stewart was promoting when she did that oddly controversial Rolling Stone cover.” But if they give you any flack, be sure to channel your inner Kristen Stewart and tell “the haters” to f off.
Most obviously, she upends the heterosexual coupling that powers so many movies, including gun-crazed noirs in which violence is sex (and vice versa). Part of what’s enjoyable about “Loves Lies Bleeding” is how Glass deploys her allusions and, with her two beautifully synchronized leads, distills what’s pleasurable from them while leaving behind old ugly ideas about women. Glass looks back and she looks forward, going dark and oh-so-sweet in a thriller in which the greatest danger — and thrill — is finally love.” - from the New York Times review of Love Lies Bleeding
Out: Friday
Where: Theaters
Details: 1 hr 44 mins | R | 🍅: 91%
Arthur the King
Got a lukewarm3 heart that needs some heating up? Maybe you should give Arthur the King a looksie, or a whoositabop or hell, maybe even a scandandidaly. Sure, you’ll probably groan at Mark Wahlberg in pure daddy mode… er, sorry, dad mode in a story that is about as predictable as seeing the devout Christian hock that prayer app while your scrolling the socials.
But predictability can sometimes be a good thing too - e.g. that feeling you get every time you see a cute lil’ pup and can’t help but exclaim “well aren’t you just fucking adorable.”
But can’t I get that same feeling from looking at TikTok or Instagram videos?, you may inquire? Possibly, but for many people there’s something about taking a 90 minute journey where, even if the destination is well ordained yet couched in mock indeterminateness, the pang in that ol’ ticker hits a bit harder. And sure, it’s a movie probably more fit for a plane ride than a theater visit, but I’m not your daddy… sorry, dad, so do whatever the hell you want kid.
“Is all of this manipulative and cheesy? Yes, and yes. But it ultimately proves irresistible, and will be especially so for younger audience members. Parents should be advised that taking their children will inevitably result in pleas for a dog of their own immediately following the film.” - from the Hollywood Reporter review of Arthur the King
Out: Friday
Where: Theaters
Details: 1 hr 30 mins | PG-13 | 🍅: 62%
TRAILERS! ⏯
The Crow - it’s only a teaser (well, really a teaser for a trailer), but it sure is a vibe-y one for this upcoming remake.
Inside Out 2 - we finally get to meet all the other emotions (who are apparently a buncha jerks as they push out the OG crew).
Atlas - another “teaser,” but this time I use quotes, because it’s nearly the length of a full trailer. Gotta give J. Lo enough time to convey the very seriously intense gravity of the situation!
The First Omen - the second trailer.
specifically the very sharp Jason Toups
thank you for that btw, it made me giggle
not sure this will thaw the chilliest of them out there