I’m highly concerned about Summit Entertainment’s The Darkest Hour (set report part 1, part 2), which invades theaters this Christmas. While both the first trailer and the new one embedded inside are pretty impressive, other aspects of the campaign are downright shocking. There are billboards all over the Los Angeles area that exclaim “Survive the Holidays” in giant font, while below it you’ll be lucky to catch the title while driving 25+MPH. Even worse is that the imagery behind the text is absolutely impossible to see. It literally looks like the city is plastered with billboards for a movie called Survive the Holidays. Is it like this across the country?
Directed by Chris Gorak, and starring Olivia Thirlby, Emile Hirsch, Rachael Taylor, Joel Kinnaman and Max Minghella, the 28 Days-like thriller follows five young people who find themselves stranded in Moscow, fighting to survive in the wake of a devastating alien attack.
I’m going to see it because I love Gorak’s Right at Your Door, and am a fan of both Thirlby and Hirsch. But what does the rest of American think? I’d be incredibly concerned if I were Summit.