Connect with us

Editorials

To Be Continued: On ‘IT’s’ Terrific Marketing Campaign

Published

on

What a weekend!

New Line Cinema’s adaptation of Stephen King’s “IT” has just had the best opening weekend for a horror film ever. But, let’s be honest here, it doesn’t matter how good the movie is, no film makes an estimated $117m (!) on opening weekend without an equally strong marketing campaign and IT had one of horror’s best in recent years.

Let’s start with the record-crushing teaser trailer. Released in March, the two-and-a-half-minute promo clocked up 197 million views in the first 24 hours, more than any other film trailer in history. It’s a tightly edited teaser that does a great job of selling the film. As Brad noted in his box office report, budgets for studio horror films usually hover at around the $5m mark. If there’s any genre that can do more with less, it’s horror; but that does make it all the more special when a relatively big budget genre film comes along.

IT’s reported $35m budget puts it in the range of The Conjuring 2 and A Cure for Wellness, and the trailer makes sure all of that is on the screen. The gorgeous sweeping cameras and the biting rain make the film feel big and impressive, and in a different league to the smaller budget horror films that general audiences have become accustomed to. Also commendable is the fact that, unlike some other recent remakes, reboots and sequels, the trailers make little of the fact that King’s book has already been adapted as the very successful 1990 ABC miniseries. The teaser feels like something new and director Andy Muschietti brings a grandeur to the shared scenes that make this version feel like its own beast.

The teaser and all the following trailers and clips also did a great job of setting up scenes without spoiling them. As John brought up on Twitter, we were only given the bare bones of sequences. Beats are skipped, big final scares avoided: but without ever making the trailer moments feel disjointed or lacking. Even the preview of the storm drain sequence that played in front of Annabelle: Creation clipped the end of the scene.

The efficiency of the teaser ensured there was plenty of new footage to intrigue and excite in the eventual first full trailer. Trailer 1, below, introduces more of the mystery element and keeps the focus firmly on the Losers’ Club. As many people have pointed out, this bike-riding young gang looks very “Stranger Things”. However, IT was already midway through shooting when “Stranger Things” was released, so we can only presume that each production developed most of the shared elements concurrently, as opposed to copying directly.

That being said, it is worth discussing how the marketing team dealt with the similarities. Rather than advertising IT as “Stranger Things” on the big screen, the promotional materials harnessed the goodwill towards the show. The circular nature of inspiration means that it’s totally fair game for New Line and Warner Brothers to use “Stranger Things”, in the same way the Duffer Brothers used King as one of their primary reference points.

Like “Stranger Things”, the marketing campaign for IT played on nostalgia, which led to some really great tie-ins. Immersive screenings and the Neibolt House experience may be gimmicky, but they make for great little news stories. Promo footage of audience members shrieking at the special screenings or raving about how scary the Hollywood haunted house attraction is builds up a sense of danger around the film. Horror fans may find the finished film to be relatively mild, but the general discourse around IT has casual audiences wanting to test themselves to see if they can handle “one of the 5 scariest films ever made” (Joe Hill, King’s son). New Line didn’t leave it at that, though. I can’t remember the last time I played an 8-bit tie-in game, but I was first online to check out “Enter the Sewer”. And, as well as looking back, New Line also looked to the future with a VR Experience YouTube video: “IT: Float”.

But, most notably, IT was never advertised as IT: Chapter One. In a world of cinematic universes and Tetris trilogies, and even though they must have known they had a huge hit on their hands, New Line avoided making any big sequel announcements beforehand. Yes, film fans likely knew that was the plan. But, as far as I can tell, general audiences weren’t aware that there is a sequel on the way. Unlike something like The Mummy with its preordained “Dark Universe”, most viewers sat down to watch the full story. Now, had the movie been less satisfying than it is, maybe that would have backfired and left paying customers feeling short-changed. But, if the encouraging B+ CinemaScore is anything to go by, most viewers will have got a kick from the end title’s promise of Chapter Two.

Imagine going in and watching this epic horror film, complete with wonderful characters you care about and finding out you’ll get to spend even more time with them in a couple of years. New Line has the excitement of a self-contained hit, without the desperate scramble to churn out a sequel. IT: Chapter Two may still be two years away, but it’s obviously been on their minds and this film was structured to fit perfectly with a follow-up.

In the end, though, this does all go back to the fact that Muschietti made one hell of a horror movie, with enough brilliant scenes, ideas, and visuals for the New Line marketing department to do their thing. But thank god they delivered, because they’ve contributed to one of the defining box office weekends in horror history.

Editorials

‘A Haunted House’ and the Death of the Horror Spoof Movie

Published

on

Due to a complex series of anthropological mishaps, the Wayans Brothers are a huge deal in Brazil. Around these parts, White Chicks is considered a national treasure by a lot of people, so it stands to reason that Brazilian audiences would continue to accompany the Wayans’ comedic output long after North America had stopped taking them seriously as comedic titans.

This is the only reason why I originally watched Michael Tiddes and Marlon Wayans’ 2013 horror spoof A Haunted House – appropriately known as “Paranormal Inactivity” in South America – despite having abandoned this kind of movie shortly after the excellent Scary Movie 3. However, to my complete and utter amazement, I found myself mostly enjoying this unhinged parody of Found Footage films almost as much as the iconic spoofs that spear-headed the genre during the 2000s. And with Paramount having recently announced a reboot of the Scary Movie franchise, I think this is the perfect time to revisit the divisive humor of A Haunted House and maybe figure out why this kind of film hasn’t been popular in a long time.

Before we had memes and internet personalities to make fun of movie tropes for free on the internet, parody movies had been entertaining audiences with meta-humor since the very dawn of cinema. And since the genre attracted large audiences without the need for a serious budget, it made sense for studios to encourage parodies of their own productions – which is precisely what happened with Miramax when they commissioned a parody of the Scream franchise, the original Scary Movie.

The unprecedented success of the spoof (especially overseas) led to a series of sequels, spin-offs and rip-offs that came along throughout the 2000s. While some of these were still quite funny (I have a soft spot for 2008’s Superhero Movie), they ended up flooding the market much like the Guitar Hero games that plagued video game stores during that same timeframe.

You could really confuse someone by editing this scene into Paranormal Activity.

Of course, that didn’t stop Tiddes and Marlon Wayans from wanting to make another spoof meant to lampoon a sub-genre that had been mostly overlooked by the Scary Movie series – namely the second wave of Found Footage films inspired by Paranormal Activity. Wayans actually had an easier time than usual funding the picture due to the project’s Found Footage presentation, with the format allowing for a lower budget without compromising box office appeal.

In the finished film, we’re presented with supposedly real footage recovered from the home of Malcom Johnson (Wayans). The recordings themselves depict a series of unexplainable events that begin to plague his home when Kisha Davis (Essence Atkins) decides to move in, with the couple slowly realizing that the difficulties of a shared life are no match for demonic shenanigans.

In practice, this means that viewers are subjected to a series of familiar scares subverted by wacky hijinks, with the flick featuring everything from a humorous recreation of the iconic fan-camera from Paranormal Activity 3 to bizarre dance numbers replacing Katy’s late-night trances from Oren Peli’s original movie.

Your enjoyment of these antics will obviously depend on how accepting you are of Wayans’ patented brand of crass comedy. From advanced potty humor to some exaggerated racial commentary – including a clever moment where Malcom actually attempts to move out of the titular haunted house because he’s not white enough to deal with the haunting – it’s not all that surprising that the flick wound up with a 10% rating on Rotten Tomatoes despite making a killing at the box office.

However, while this isn’t my preferred kind of humor, I think the inherent limitations of Found Footage ended up curtailing the usual excesses present in this kind of parody, with the filmmakers being forced to focus on character-based comedy and a smaller scale story. This is why I mostly appreciate the love-hate rapport between Kisha and Malcom even if it wouldn’t translate to a healthy relationship in real life.

Of course, the jokes themselves can also be pretty entertaining on their own, with cartoony gags like the ghost getting high with the protagonists (complete with smoke-filled invisible lungs) and a series of silly The Exorcist homages towards the end of the movie. The major issue here is that these legitimately funny and genre-specific jokes are often accompanied by repetitive attempts at low-brow humor that you could find in any other cheap comedy.

Not a good idea.

Not only are some of these painfully drawn out “jokes” incredibly unfunny, but they can also be remarkably offensive in some cases. There are some pretty insensitive allusions to sexual assault here, as well as a collection of secondary characters defined by negative racial stereotypes (even though I chuckled heartily when the Latina maid was revealed to have been faking her poor English the entire time).

Cinephiles often claim that increasingly sloppy writing led to audiences giving up on spoof movies, but the fact is that many of the more beloved examples of the genre contain some of the same issues as later films like A Haunted House – it’s just that we as an audience have (mostly) grown up and are now demanding more from our comedy. However, this isn’t the case everywhere, as – much like the Elves from Lord of the Rings – spoof movies never really died, they simply diminished.

A Haunted House made so much money that they immediately started working on a second one that released the following year (to even worse reviews), and the same team would later collaborate once again on yet another spoof, 50 Shades of Black. This kind of film clearly still exists and still makes a lot of money (especially here in Brazil), they just don’t have the same cultural impact that they used to in a pre-social-media-humor world.

At the end of the day, A Haunted House is no comedic masterpiece, failing to live up to the laugh-out-loud thrills of films like Scary Movie 3, but it’s also not the trainwreck that most critics made it out to be back in 2013. Comedy is extremely subjective, and while the raunchy humor behind this flick definitely isn’t for everyone, I still think that this satirical romp is mostly harmless fun that might entertain Found Footage fans that don’t take themselves too seriously.

Continue Reading