Not Much Confidence

Disney marketers have accepted a closing-night slot for Steven Spielberg‘s Lincoln at the 2012 AFIFest. This is all about “be careful” and playing it close to the chest. It would have been different if they’d decided on the AFI’s opening-night slot or, better yet, the closing-night slot of the New York Film Festival on 10.14. The latter would have said “we invite your reactions because we love this film and have great confidence in it…yeah!” But the 11.8 slot at the AFIFest, a day before it opens commercially, is basically about caution.

It basically says “the AFIfest hoopla will help a little bit, fine, but we can’t risk a big wave of critical reactions. We feel fantastic about Daniel Day Lewis‘s performance, his voice choice notwithstanding, but we’d rather have this film open on the strength of our three big names — DDL, Abraham Lincoln and Steven Spielberg.”

7 thoughts on “Not Much Confidence

  1. Would You Like Ray's IP Address, Jeff? on said:

    “It basically says “the AFIfest hoopla will help a little bit, fine, but we can’t risk a big wave of critical reactions. We feel fantastic about Daniel Day Lewis’s performance, his voice choice notwithstanding, but we’d rather have this film open on the strength of our three big names — DDL, Abraham Lincoln and Steven Spielberg.”

    Basically.

  2. Wells to Ray DeRousse: You guys say I’m repetitive with my Spielberg dissing. Do you guys ever get sick of your snarky little bitch act? What is it exactly about the closing night of the AFI Festival that spells confidence with the product? It’s happening ONE DAY before it opens. God, it’s so obvious and yet you throw it back at me.

  3. Jeff,

    You don’t know if Disney’s marketers are doing this because they do not have confidence in the movie. You are making this up because you are prejudiced against a movie you have not seen yet. There are several possible explanations for choosing the closing slot of the AFIFest. One explanation could be the following: Spielberg publicly stated that he did not want the movie to be used by Republicans or influence voters before the Presidential election, and that for this reason he wanted Lincoln to open after election day. The closing-night slot of the AFIFest is after election day. Opening night was before election day – so in light of Spielberg’s statement, this latter slot was not an option.

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