Marketing Suckitude

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The curious carpings of Mr. Beaks, Devin Faraci and others aside, Avatar is here and surging upward with fairly big numbers for the weekend (over $70 million) and everyone now realizing that the Best Picture race is down to Avatar vs. Up In The Air vs. The Hurt Locker. Cameron's story is familiar, but it works. It lays out the elements, marshalls its forces, turns up the heat and pays off big-time in the fourth act.

I was among paying customers yesterday at the AMC 34th and I could feel the film kicking in and holding on, and now the word is flash-flooding as we speak, even among the Eloi, whose reputation rests on their inability to read or sense coolness in any movie that doesn't have a blatant, dumb-ass, cultural-junk-food hook until very late in the game.

But what people are telling their friends and families and co-workers is that it's not the CGI and the 3-D sizzle alone -- it's the all of Avatar that makes it play like it's ten feet tall.

But the "all" couldn't be sold or even generally described or hinted at, for whatever reason, and so Fox marketing was allowed to only sell the sizzle, and the word-of-mouth that came out of this began to sour in late August and spiralled downward. Face facts and admit what an all-but-total failure the Avatar marketing effort was over the last five months since the ComicCon debut in mid July.

The 7.23 ComicCon footage screening, in fact, was the only unmitigated positive-sell moment in the entire campaign.

The appearance of the first Avatar trailer on 8.20 was the absolute nadir -- the wound that never quite healed over the next four months until the finished film began to be seen. This was followed by the Avatar Delgo Ferngully comparisons -- more crap in the fan. Then came the good-but-not-great reaction to Avatar Day in theatres, followed by the appearance of Hitler Avatar on YouTube. What a month! By Labor Day the Avatar word-of-mouth campaign was wobbly and against the ropes.

It all kind of simmered in the pan throughout the fall, clucking and crackling like fried eggs but never really changing the downbeat August assessments. The "don't like them blue people" meme seemed to build and build. And then came the final embarassment before screenings started -- i.e., that awful one-sheet with a Na'vi face that clearly didn't belong to Sam Worthington or Zoe Saldana and which reminded me and others of Thriller-era Michael Jackson, for God's sake.

And then Avatar was screened on 12.10 and everything turned around like that. But before this happened Fox marketing had everyone and his uncle convinced (myself included) that Avatar was some kind of problem movie, or at the very least a so-so or underwhelming thing.

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Posted by Jeffrey Wells on December 19, 2009 at 6:51 AM

comment #1

shanes5 says ...

Jeff...I fall into this pattern of expectation you described. In fact, I had to almost strong arm my family to go see Avatar last night once my perception of it changed in the final few weeks.

That said, how would you have handled the marketing more successfully?

Posted by shanes5 at December 19, 2009 8:25 AM

comment #2

COCO says ...

Genius plan....get the negatives down to the bottom....fake out the fanboys...."IT SUCKS''......
low but small build in the early fall....then BOOM.....
even the Eloi wll flock.....damn smart.

Posted by COCO at December 19, 2009 8:32 AM

comment #3

plastiqueelephant says ...

Six months ago, I was hoping that Fox woudn't release a single trailer or production still (although perhaps a 3D trailer in front of the 3D films). The best experiences I've ever had are seeing films at Cannes with zero idea of what I was going to get which then spurred word of mouth. There was enough anticipation and it turns out that the film delivers more than one could possible expect. It just doesn't live in 2D this film, looks underwhelming as fuck. If the only way you could have any sense for it was by paying the $15 think the gamble might have worked.

Posted by plastiqueelephant at December 19, 2009 8:38 AM

comment #4

plastiqueelephant says ...

+ maybe 3D posters in the cinemas.

Posted by plastiqueelephant at December 19, 2009 8:38 AM

comment #5

Jeffrey Wells says ...

Wells to shanes5: I don't know -- that requires thought. I think I would have tried to sell the political theme of it -- the pure of heart Na'vi vs. the George Bush/Dick Cheney military guys...something like that. Plus a slogan that conveyed an idea that "it's not the sizzle but the heart of it, the all of it...a lot more than meets the eye awaits." But I first would have had to strong-arm Cameron around Labor Day and said, "Look, Jim...we're in some kind of trouble here and we have to do something different." And then after I'd beaten him down and made him see the error of the campaign up to that point, I would have waved my magic marketing wand and made everything better.

Posted by Jeffrey Wells at December 19, 2009 8:42 AM

comment #6

Gaydos says ...

Hmmmmm.....three hours long, no franchise, no stars outside the filmmaker, main characters are tall blue critters with tails.

Looks today like it could gross somewhere between $750 million worldwide and $1 billion (or more) and then gross another $700 million (or more) from home ent. And win the best picture Oscar. And it sure as hell launched a franchise.

This is bad marketing?

FACT: I saw 25 minutes of the film, along with scads of other journos, not to mention the ComicCon kids, months ago and it convinced me that they DIDN'T have a problem. And they didn't.

The film delivered (and then some) on the amazing footage and great love story that Jon Landau personally showed us.

I said at the time I thought that was a really smart move. Communicate directly and show some of the goods.

The naysayers nayed away and those of us who were impressed, hoped they were wrong and guessed they were as it look spectacular.

FACT: You can't control the relentless cackling anymore. Outside of building a Gitmo for dissident culture bloggers, Fox couldn't stop the cackle.

FACT: They couldn't control the cackle before "Titanic" was released, way back in those dim dark days when there were no pajama-wearing web geeks compulsively twittering about everything from what Cameron had for breakfast to why Rupert would soon be pushing a shopping cart down Pico. My newspaper was part of the wave of doubt that washed away the day the film opened. I don't think it was bad marketing then, either. Just human nature, if we journalists, are in fact human. (I like to think we are cousins of the illuminated and sacred Nav'i.)

FACT: All the buzz on the first Daniel Craig Bond film was relentlessly bad. The cackle was he couldn't drive, he was a wuss, hurt himself during stunts, that the Eon folks had killed the franchise. They couldn't stop the cackle either. Result: The film was the biggest Bond of all time.

POINT: All the marketing geniuses in the world can't spackle the cackle. And they shouldn't be blamed for its existence.

Now that we've cleared THAT up, who gets the gong for BEST marketing effort of 2009?

Posted by Gaydos at December 19, 2009 8:50 AM

comment #7

poseidon72 says ...

You could argue that Langs charcter is Dick Cheny. You would think eveyone would love to hate that villian yet many in this country support this type of person. Stunning!

Posted by poseidon72 at December 19, 2009 9:05 AM

comment #8

austin111 says ...

This is actually pretty funny. I can remember all the hubbub about Titanic before it finally hit. And kept on hitting. There were all kinds of problems. The budget was way out of hand. It would be a huge disaster (not the ship sinking but the movie), etc., etc. James Cameron has been down this road before it seems. Then the first test screening leaked out on the earliest incarnation of Harry Knowles Aint it cool news just as the internet was catching on. The rest, as they say, is history.

Posted by austin111 at December 19, 2009 9:33 AM

comment #9

DeeZee says ...

Jeff: "I think I would have tried to sell the political theme of it -- the pure of heart Na'vi vs. the George Bush/Dick Cheney military guys...something like that. "

Personally, I would've tried holding off on revealing the blue people, to get more people interested.

Gaydos: "Looks today like it could gross somewhere between $750 million worldwide and $1 billion (or more) and then gross another $700 million (or more) from home ent. And win the best picture Oscar. And it sure as hell launched a franchise."

Too bad it won't, because times are different from when Titanic came out, and Holmes will still win in the end. And the Daniel Craig Bond actually opened lower than the rest of the Bonds, and only did well internationally.

Posted by DeeZee at December 19, 2009 10:59 AM

comment #10

Gordon27 says ...

"And the Daniel Craig Bond actually opened lower than the rest of the Bonds, and only did well internationally."

Yeah, people, how many times does DZ have to explain to you that foreign money doesn't count? Companies only want American money!

Posted by Gordon27 at December 19, 2009 11:06 AM

comment #11

moreliketrombley says ...

Fox's marketing was IDIOTIC on this beyond belief. Avatar Day in NYC here was a disaster. Maybe 20 of us in the entire Lincoln Imax room, second run.

All they had to do to sell this movie was do a massive tease based on "THE DIRECTOR OF TERMINATOR, TITANIC, ALIENS, THE ABYSS WANTS TO TAKE YOU TO ANOTHER PLANET"

And not even reveal the Na'vi. Seriously. Maybe the most flickering, subtle, rapid glimpses of their sillhouettes, but that's it.

And they should've taken the cost of Avatar Day and put that into a one time screening of the movie in 3d for free. It would've made audiences ballistic, guaranteed attendance by evangelists, and made word of mouth sky high when no one in the world would've seen the Na'vi but everyone who saw the movie would be raving ecstatically trying to explain it.

Faraci is an idiot with horrible taste. Who just admitted in your comments here the other day that he allowed a Terminator Salvation review to run with his name in the UK's biggest movie magazine with a star rating that he doesn't approve of.

Posted by moreliketrombley at December 19, 2009 11:06 AM

comment #12

Gordon27 says ...

"And not even reveal the Na'vi. Seriously. Maybe the most flickering, subtle, rapid glimpses of their sillhouettes, but that's it."

They had to show them. That way, the audiences have four months to get used to them instead of ten minutes.

He still does a smart thing by not showing them in the movie at all until he put on the gear.

Posted by Gordon27 at December 19, 2009 11:08 AM

comment #13

moreliketrombley says ...

There is one group who already vehemently hates Avatar - anyone who thinks they're not hip who wants to be hip. This movie is at antipodes to hipness. It's completely earnest, almost embarassingly so. The most ridiculous critique I've heard of the film is at the onion, where whiney speaking out of his nose guy exclaims "it has no irony!"

I don't even know what to say to that. But Faraci and Beaks reactionary dullard's reactions is predicated on a simple fact that they can't enjoy a movie despite its OVERWHELMING sensual pleasures. They watch movies and bitch about them to try and look smart. Which is why I don't give a shit about their opinions.

But mark my word, the scarf wearing, bearded, porkpie trust fund kids with skinny jeans who listen to Animal Collective are going to HATE this movie.

Posted by moreliketrombley at December 19, 2009 11:09 AM

comment #14

moreliketrombley says ...

The problem was, Gordon, that anyone who caught the 15 min Avatar Day screening saw how uncanny the Na'vi were and how remarkable, but the glimpses in the trailer only led to Internet reactions that were near disastrous. Because you need to really see them to get them - a screenshot doesn't do them do justice. I think this is really telling that Cameron has been saying that the trick has nothing to do with texture resolution, or scanning actors, but rather getting the musculature under the skin right (the rigging that Character TDs do) because that's what depicts the unconscious twitch of every muscle in a humanoid face. When I saw the Jake waking up in his Avatar body scene in IMax 3d it was mindblowing - the calf muscles flexing slowly for some reason sending my retinas spinning - but in the trailer the shots of the Na'vi make them look cartoonish.

Likewise I finally caught another subtle detail - Jake and Grace's Avatars, being human hybrids, have visual attritubtes to boot. It's why Neytiri looks flat out better - Jake's even has 5 fingers instead of 4! The residual human dna makes his look more human.

Posted by moreliketrombley at December 19, 2009 11:29 AM

comment #15

Bob Violence says ...

grrrrr hipsters

Posted by Bob Violence at December 19, 2009 12:00 PM

comment #16

ZayTonday says ...

I was on board ever since I saw the scenes at Avatar Day.

Posted by ZayTonday at December 19, 2009 1:23 PM

comment #17

Gordon27 says ...

"The problem was, Gordon, that anyone who caught the 15 min Avatar Day screening saw how uncanny the Na'vi were and how remarkable, but the glimpses in the trailer only led to Internet reactions that were near disastrous."

I see what you're saying, but I think it's fair to say that the people showing up on Avatar Day and at Comic-con -- possibly even the majority of the midnight crowd -- had pre-sold themselves on the movie to some extent. I'm not knocking anybody or saying their opinions aren't valid, but they're pitching this at a much higher level than just those folks or the people on-line.

Think about it this way; Cameron has about 30-40 minutes of screentime to completely normalize the idea of these giant blue "people". If he doesn't do that, the movie fails. (I think Cameron put more thought into the storytelling on that level than the actual storytelling, because that stuff was so structurally perfect; first we see the world, then we see the body, then we see the Na'vi in a totally human setting with humans, and then we see the Na'vi Avatars, and only after all that we finally see real Na'Vi.)

So you show them in advance, to help with that. Anybody who's completely turned off most likely isn't going to like the movie anyway, and would certainly hurt the opening word of mouth. Anybody who's turned on by it will go see it quickly, helping the word of mouth, which in turn turns on the middle of the roaders.

I think we could debate whether they did need to show the Avatars in advance, but I think what I'm saying is at least close to what they were thinking in choosing to do so.

Posted by Gordon27 at December 19, 2009 1:47 PM

comment #18

austin111 says ...

Titanic got off to a relatively slow start barely beating out a James Bond flick, but word of mouth started to kick in and folks just kept on coming. The same may not be exactly true of AVATAR, a film unlikely to appeal to folks across the spectrum, but stranger things have happened.

Posted by austin111 at December 19, 2009 2:23 PM

comment #19

JChasse says ...

I had no interest in seeing "Avatar" until about a week and a half ago when the good word broke out. So many movies have beat me about the head and shoulders with trailer after trailer after trailer until I feel that I saw the thing already two weeks before it opened. Went to the theater pretty much blind this afternoon. We had to practically drag my 14-year old daughter into the theater, but she loved it. To say it's the best thing I've seen this year is an understatement.

Posted by JChasse at December 19, 2009 5:57 PM

comment #20

Ponderer says ...

The more I think about Wells pointing out the four-act structure in Avatar, the more pleased I'm becoming about it. There are so few films - much less blockbusters - that break out of the three-act formula, that I can only give the greatest respect to Cameron's immense structural mojo. William Goldman is right.

Posted by Ponderer at December 19, 2009 6:54 PM

comment #21

DeeZee says ...

austin: Actually, I think Avatar's gonna be the opposite of Titanic. Have an over-inflated opening, due to IMAX sales from geeks, and then disappear.

Posted by DeeZee at December 19, 2009 7:23 PM

comment #22

shanes5 says ...

DeeZee, "opposite of Titanic?"... the first thing you do when you find yourself in a hole is stop digging.

Not only is word of mouth going to be gigantic in Avatar's favor...people who don't normally do multiple viewings will for this movie.

Posted by shanes5 at December 19, 2009 8:05 PM

comment #23

DeeZee says ...

shane: WOM is already mixed on the film. The sheeple were more unanimous with Titanic.

Posted by DeeZee at December 20, 2009 1:51 AM

comment #24

raquelswell says ...

and now the word is flash-flooding as we speak, even among the Eloi

Avatar was made for them after all. It's ironic the critics are championing the movie.

people are telling their friends and families and co-workers is that it's not the CGI and the 3-D sizzle alone -- it's the all of Avatar

Not really. The comments I've seen (on Twitter and elsewhere) and heard so far is that everyone has to see this movie in 3D/IMAX. That's all they said over and over again.

Posted by raquelswell at December 20, 2009 5:10 AM

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comment #26

atish says ...

Posted by atish at January 3, 2010 8:47 AM

comment #27

atish says ...

Posted by atish at January 6, 2010 3:20 AM

comment #28

doublexjohn says ...

It would've made audiences ballistic, guaranteed attendance by evangelists, and made word of mouth sky high when no one in the world would've seen the Na'vi but everyone who saw the movie would be raving ecstatically trying to explain it.

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comment #29

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comment #30

andri2121 says ...

I really like The curious carpings of Mr. Beaks, Devin Faraci and others aside.
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comment #31

atish says ...

Posted by atish at January 8, 2010 5:43 AM

comment #32

atish says ...

The film delivered (and then some) on the amazing footage and great love story that Jon Landau personally showed us.
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Posted by atish at January 9, 2010 3:36 AM

comment #33

doublexjohn says ...

The curious carpings of Mr. Beaks , Devin Faraci and others aside, Avatar is here and surging upward with fairly big numbers for the weekend (over $70 million) and everyone now realizing that the Best Picture race is down to Avatar vs. Up In The Air vs. The Hurt Locker .

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Posted by doublexjohn at January 9, 2010 10:18 PM

comment #34

atish says ...

The naysayers nayed away and those of us who were impressed, hoped they were wrong and guessed they were as it look spectacular.
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Posted by atish at January 9, 2010 11:04 PM

comment #35

doublexjohn says ...

And the Daniel Craig Bond actually opened lower than the rest of the Bonds, and only did well internationally.

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Posted by doublexjohn at January 12, 2010 8:36 AM

comment #36

atish says ...

Posted by atish at January 12, 2010 8:48 AM

comment #37

atish says ...

The film delivered (and then some) on the amazing footage and great love story that Jon Landau personally showed us.
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Posted by atish at January 13, 2010 3:23 AM

comment #38

atish says ...

FACT: I saw 25 minutes of the film, along with scads of other journos, not to mention the ComicCon kids, months ago and it convinced me that they DIDN'T have a problem. And they didn't.
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Posted by atish at January 15, 2010 3:49 AM

comment #39

doublexjohn says ...

James Cameron has been down this road before it seems. Then the first test screening leaked out on the earliest incarnation of Harry Knowles Aint it cool news just as the internet was catching on.

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comment #40

doublexjohn says ...

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comment #41

atish says ...

Beaks and Faraci and his ilk are completely worthless because they're so damn predicatable. They like anything suffused with adolescent angst and evangelize over a small pocket of films made by people they regard as friends. They keep trying to cram Richard Kelly and Eli Roth and Zack Snyder down our throats.
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Posted by atish at January 21, 2010 8:57 AM

comment #42

atish says ...

People think you're racist because you've said dozens of unconscionably racist things in the past AND now you're posting daily posts on how an actress (who happens to be black) doesn't deserve to win an Oscar, an honor you last devoted to... Eddie Murphy, another black actor. online voip

Posted by atish at January 21, 2010 11:55 PM

comment #43

doublexjohn says ...

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I think this is really telling that Cameron has been saying that the trick has nothing to do with texture resolution, or scanning actors, but rather getting the musculature under the skin right (the rigging that Character TDs do) because that's what depicts the unconscious twitch of every muscle in a humanoid face.

Posted by doublexjohn at January 22, 2010 12:34 AM

comment #44

atish says ...

Make no mistake -- the little bitches who responded to my post represent the thinking out there. They and others like them will swoop down on you faster than hawks if your vote becomes known. The liberal white guilt card is being played in spades.Rhodes Island

Posted by atish at January 22, 2010 7:31 AM

comment #45

Sayuri says ...

I vote for Up and In The Air.

Posted by Sayuri at January 23, 2010 12:45 AM

comment #46

atish says ...

Posted by atish at January 23, 2010 7:33 AM

comment #47

doublexjohn says ...

"And the Daniel Craig Bond actually opened lower than the rest of the Bonds, and only did well internationally."

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Posted by doublexjohn at January 26, 2010 8:45 AM

comment #48

pamelazz says ...

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comment #49

pamelazz says ...

That said, it's refreshing to see an action film end with a 3-4 character drama played out through violent catharsis... but this isn't really a game changer, is it? People have been doing this for a whilefree online voip

Posted by pamelazz at January 30, 2010 2:36 AM

comment #50

pamelazz says ...

Is it OK to enjoy both AVATAR and the LORD OF THE RINGS trilogy? It's so junior high to praise one while blasting the other. holiday in Playa de las Americas

Posted by pamelazz at February 1, 2010 8:15 AM

comment #51

pamelazz says ...

I wouldn't go to any award shows if I were an actor either. Unless it's nationally televised, who gives a shit about what I have to say in my speech? Just send it in the mail, and I promise I'll send a thank you card or gift basket or some shit. People who don't vote for Mo'Nique because she's not polite or doesn't show up to awards ceremonies or because she's a bad tipper can go judge Miss America pageants. Let's end this anti-Mo'Nique tirade here and proclaim that the work matters, and that's it. free voip

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pamelazz says ...

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comment #54

pamelazz says ...

People who don't vote for Mo'Nique because she's not polite or doesn't show up to awards ceremonies or because she's a bad tipper can go judge Miss America pageants. Let's end this anti-Mo'Nique tirade here and proclaim that the work matters, and that's it.voip service

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pamelazz says ...

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pamelazz says ...

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comment #58

pamelazz says ...

Plus a slogan that conveyed an idea that "it's not the sizzle but the heart of it, the all of it...a lot more than meets the eye awaits." superdry

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comment #59

pamelazz says ...

I have them all and every single one is worth what I paid and more. But I stand by my assessment of Van Helsing: Soulless, special-effects oriented and utterly without the sense of beauty in the darkness that makes the original Universal horror movies so haunting. Army Surplus

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comment #60

sammiha says ...

The best experiences I've ever had are seeing films at Cannes with zero idea of what I was going to get which then spurred word of mouth.
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comment #61

sammiha says ...

Seriously: rock and roll is dead, alternative rock is dead, all forms of rock are dead. Free jazz lives. Peter Brotzman rules. Get with the motherfucking program, people.
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comment #62

sammiha says ...

Who just admitted in your comments here the other day that he allowed a Terminator Salvation review to run with his name in the UK's biggest movie magazine with a star rating that he doesn't approve of.
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comment #63

sammiha says ...

I saw 25 minutes of the film, along with scads of other journos, not to mention the ComicCon kids, months ago and it convinced me that they DIDN'T have a problem.
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comment #64

sammiha says ...

I've ever had are seeing films at Cannes with zero idea of what I was going to get which then spurred word of mouth.

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comment #65

sammiha says ...

Free jazz lives. Peter Brotzman rules. Get with the motherfucking program, people.
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comment #66

sammiha says ...

I stand by my assessment of Van Helsing: Soulless, special-effects oriented and utterly without the sense of beauty in the darkness that makes the original Universal horror movies so haunting.
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comment #67

sammiha says ...

They and others like them will swoop down on you faster than hawks if your vote becomes known.
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comment #68

sammiha says ...

along with scads of other journos, not to mention the ComicCon kids, months ago and it convinced me that they DIDN'T have a problem.
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Soulless, special-effects oriented and utterly without the sense of beauty in the darkness that makes the original Universal horror movies so haunting.
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comment #72

airsoft guns says ...

It was interesting the amount of buzz they had with this movie, so many people got all up in arms about it without actually seeing it. Really though its just a movie, take it for what it is and relax a bit!

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