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

‘Amityville Karen’ Is a Weak Update on ‘Serial Mom’ [Amityville IP]

Published

on

Amityville Karen horror

Twice a month Joe Lipsett will dissect a new Amityville Horror film to explore how the “franchise” has evolved in increasingly ludicrous directions. This is “The Amityville IP.”

A bizarre recurring issue with the Amityville “franchise” is that the films tend to be needlessly complicated. Back in the day, the first sequels moved away from the original film’s religious-themed haunted house storyline in favor of streamlined, easily digestible concepts such as “haunted lamp” or “haunted mirror.”

As the budgets plummeted and indie filmmakers capitalized on the brand’s notoriety, it seems the wrong lessons were learned. Runtimes have ballooned past the 90-minute mark and the narratives are often saggy and unfocused.

Both issues are clearly on display in Amityville Karen (2022), a film that starts off rough, but promising, and ends with a confused whimper.

The promise is embodied by the tinge of self-awareness in Julie Anne Prescott (The Amityville Harvest)’s screenplay, namely the nods to John Waters’ classic 1994 satire, Serial Mom. In that film, Beverly Sutphin (an iconic Kathleen Turner) is a bored, white suburban woman who punished individuals who didn’t adhere to her rigid definition of social norms. What is “Karen” but a contemporary equivalent?

In director/actor Shawn C. Phillips’ film, Karen (Lauren Francesca) is perpetually outraged. In her introductory scenes, she makes derogatory comments about immigrants, calls a female neighbor a whore, and nearly runs over a family blocking her driveway. She’s a broad, albeit familiar persona; in many ways, she’s less of a character than a caricature (the living embodiment of the name/meme).

These early scenes also establish a fairly straightforward plot. Karen is a code enforcement officer with plans to shut down a local winery she has deemed disgusting. They’re preparing for a big wine tasting event, which Karen plans to ruin, but when she steals a bottle of cursed Amityville wine, it activates her murderous rage and goes on a killing spree.

Simple enough, right?

Unfortunately, Amityville Karen spins out of control almost immediately. At nearly every opportunity, Prescott’s screenplay eschews narrative cohesion and simplicity in favour of overly complicated developments and extraneous characters.

Take, for example, the wine tasting event. The film spends an entire day at the winery: first during the day as a band plays, then at a beer tasting (???) that night. Neither of these events are the much touted wine-tasting, however; that is actually a private party happening later at server Troy (James Duval)’s house.

Weirdly though, following Troy’s death, the party’s location is inexplicably moved to Karen’s house for the climax of the film, but the whole event plays like an afterthought and features a litany of characters we have never met before.

This is a recurring issue throughout Amityville Karen, which frequently introduces random characters for a scene or two. Karen is typically absent from these scenes, which makes them feel superfluous and unimportant. When the actress is on screen, the film has an anchor and a narrative drive. The scenes without her, on the other hand, feel bloated and directionless (blame editor Will Collazo Jr., who allows these moments to play out interminably).

Compounding the issue is that the majority of the actors are non-professionals and these scenes play like poorly performed improv. The result is long, dull stretches that features bad actors talking over each other, repeating the same dialogue, and generally doing nothing to advance the narrative or develop the characters.

While Karen is one-note and histrionic throughout the film, at least there’s a game willingness to Francesca’s performance. It feels appropriately campy, though as the film progresses, it becomes less and less clear if Amityville Karen is actually in on the joke.

Like Amityville Cop before it, there are legit moments of self-awareness (the Serial Mom references), but it’s never certain how much of this is intentional. Take, for example, Karen’s glaringly obvious wig: it unconvincingly fails to conceal Francesca’s dark hair in the back, but is that on purpose or is it a technical error?

Ultimately there’s very little to recommend about Amityville Karen. Despite the game performance by its lead and the gentle homages to Serial Mom’s prank call and white shoes after Labor Day jokes, the never-ending improv scenes by non-professional actors, the bloated screenplay, and the jittery direction by Phillips doom the production.

Clocking in at an insufferable 100 minutes, Amityville Karen ranks among the worst of the “franchise,” coming in just above Phillips’ other entry, Amityville Hex.

Amityville Karen

The Amityville IP Awards go to…

  • Favorite Subplot: In the afternoon event, there’s a self-proclaimed “hot boy summer” band consisting of burly, bare-chested men who play instruments that don’t make sound (for real, there’s no audio of their music). There’s also a scheming manager who is skimming money off the top, but that’s not as funny.
  • Least Favorite Subplot: For reasons that don’t make any sense, the winery is also hosting a beer tasting which means there are multiple scenes of bartender Alex (Phillips) hoping to bring in women, mistakenly conflating a pint of beer with a “flight,” and goading never before seen characters to chug. One of them describes the beer as such: “It looks like a vampire menstruating in a cup” (it’s a gold-colored IPA for the record, so…no).
  • Amityville Connection: The rationale for Karen’s killing spree is attributed to Amityville wine, whose crop was planted on cursed land. This is explained by vino groupie Annie (Jennifer Nangle) to band groupie Bianca (Lilith Stabs). It’s a lot of nonsense, but it is kind of fun when Annie claims to “taste the damnation in every sip.”
  • Neverending Story: The film ends with an exhaustive FIVE MINUTE montage of Phillips’ friends posing as reporters in front of terrible green screen discussing the “killer Karen” story. My kingdom for Amityville’s regular reporter Peter Sommers (John R. Walker) to return!
  • Best Line 1: Winery owner Dallas (Derek K. Long), describing Karen: “She’s like a walking constipation with a hemorrhoid”
  • Best Line 2: Karen, when a half-naked, bleeding woman emerges from her closet: “Is this a dream? This dream is offensive! Stop being naked!”
  • Best Line 3: Troy, upset that Karen may cancel the wine tasting at his house: “I sanded that deck for days. You don’t just sand a deck for days and then let someone shit on it!”
  • Worst Death: Karen kills a Pool Boy (Dustin Clingan) after pushing his head under water for literally 1 second, then screeches “This is for putting leaves on my plants!”
  • Least Clear Death(s): The bodies of a phone salesman and a barista are seen in Karen’s closet and bathroom, though how she killed them are completely unclear
  • Best Death: Troy is stabbed in the back of the neck with a bottle opener, which Karen proceeds to crank
  • Wannabe Lynch: After drinking the wine, Karen is confronted in her home by Barnaby (Carl Solomon) who makes her sign a crude, hand drawn blood contract and informs her that her belly is “pregnant from the juices of his grapes.” Phillips films Barnaby like a cross between the unhoused man in Mulholland Drive and the Mystery Man in Lost Highway. It’s interesting, even if the character makes absolutely no sense.
  • Single Image Summary: At one point, a random man emerges from the shower in a towel and excitedly poops himself. This sequence perfectly encapsulates the experience of watching Amityville Karen.
  • Pray for Joe: Many of these folks will be back in Amityville Shark House and Amityville Webcam, so we’re not out of the woods yet…

Next time: let’s hope Christmas comes early with 2022’s Amityville Christmas Vacation. It was the winner of Fangoria’s Best Amityville award, after all!

Amityville Karen movie

Continue Reading