Everyone knows movie people love self-congratulatory circle jerks, but they’ve got nothing on the people who market them. Remember The Dark Knight? Its success had nothing to do with it being a good movie, it was all because of the “rich transmedia experience” designed by the marketing visionaries at 42 Entertainment. And according to this new LA Times article, Where the Wild Things Are‘s success? You guessed it, all because of marketing.
If they gave out Oscars for marketing campaigns, you could pretty much hand out the trophy right now to Warner Bros. marketing chief Sue Kroll, who almost single-handedly managed to find an audience [this may be one of the stupidest phrases I have ever read -Ed.] for “Where the Wild Things Are,” the new family movie that turned out not to really be a family movie at all.
You “found an audience” for a movie that defies genre? Oh my God, let’s rename the sun in your honor!
According to Hollywood conventional wisdom, “Where the Wild Things Are” looked like a disaster in the making. Over budget and beset by endless delays, the movie kept being pushed back on the Warners schedule, picking up a nasty case of bad buzz after word leaked out that children had fled an early test screening in tears, put off by the dark tone of the film.
Hollywood conventional wisdom is the thing that gave us The Rock as the Tooth Fairy, remember? And I don’t know who you hang with, but where I’m from, “makes children cry” is the highest compliment you can give something.
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