Twilight hits theaters this weekend and despite the overwhelming, half-crazed fan reaction there are signs which say its distributor, Summit Entertainment might think it’s kind of bad. Sure they’re screening it for the press, but they’ve dropped such a heavy embargo on every critic who’s seen it that there’s no way anything even remotely resembling a real review will get out until Friday morning when it no longer matters. In fact I saw it tonight and I’m going to have to reread this mess carefully after I finish, to make certain I don’t accidentally tell you what I thought of it. See Summit? No opinions here. Move along.
What I can tell you is that Twilight has people nervous, and perhaps with cause. Though interest in this movie seems to be out of control, it’s hard not to notice that it’s all coming from a small group of hardcore fans, and not really anyone else. Meanwhile the studio’s tougher-than-usual embargo says that they expect vitriol from reviewers. Pre-screening reaction from most critics supported that notion. While waiting for the lights to dim, press section chatter was filled with a depressed sort of gallows humor, as if we were all headed towards the hangman and looking for a way out. More than one critic half-jokingly announced that he planned to show up drunk, as a way to blunt the impending, certain pain. For some, I’m not sure it was a joke. Summit meanwhile was more than willing to help them along the way to inebriation happy town and held the screening at one of the very few local movie theaters which just happens to serve copious amounts of hard liquor. Vampires with a side of Vodka? Give me another shot or two. Next time folks, spring for an open bar, booze works even better when it’s free. Beer goggles aren’t just for fat women. Hey, that vampire looks kind of like a girl! Hot.
Those drunken critics have had good reason to expect a cinematic hernia, and the blame for that falls not so much on the movie or the material as on whoever it is that’s in charge of marketing it. They have it all wrong. Those boring, banal, lifeless trailers you’ve been watching aren’t representative of what’s heading into theaters. They make it seem like some horrible clone of The Covenant, an empty-headed and already forgotten movie which existed solely in the service of some big final battle done up with barely passable CGI special effects. This isn’t that movie. They’ve got it all wrong.
Whether the film is better or worse than what you’ve seen in the trailers, I’m forbidden from revealing. I can only tell you its different and wonder if maybe, there might have been a better way of illustrating it. Those advertisements seem intent on showing us action, displaying Edward’s various feats of strength, as if they’re hoping to convince men this is halfway to being a superhero movie and thus something they’ll want to see. But we all know it isn’t. Guys aren’t fooled. This isn’t an action movie, what action there is in the trailers is fairly half-hearted. The posters seem to say romance, but the rest has been fairly uninspired. What they need to really push this as is the stuff of Beauty and the Beast. I’m talking Ron Perlman in the sewers Beast, not a dancing tea pot that sounds like it should be solving mysteries on Murder She Wrote.
That’s where the key to success for Twilight lies, in wooing women. Not just any women; squishy, gooey, girly types who still swoon a little whenever they see book covers featuring Fabio. This movie’s audience is the Patrick Dempsey fangirl, the comfortable bodied, wine-drinking ladies who made Grey’s Anatomy a hit. They’re the love obsessed women who bought tickets to Made of Honor, and then went home to wonder why their relationships never seem to work out like the ones they see in the movies. They’re the women who believe men are secretly, well, women… and are dead wrong. Many of these women are teens, whom Summit has done a good job of courting, but most of them are just lonely, besotted, and blighted by society’s unrealistic view of romance. Actually, maybe that’s everyone. We could all use a little Ron Perlman, and that national need for a sweet, sexy, Beast to go with Beauty has for years supported an entire industry of awful, repetitive romance movies. After years of watching Julia Roberts and Hugh Grant get married and remarried, they’re probably ready for something new, something which doesn’t involve the playing of “Here Comes the Bride”. Women need their emotion porn and with a different marketing campaign Twilight might have been the movie to deliver their fix.
Time is running out, but you’ve got three days Summit. Twilight’s existing Twilf fanbase will earn you money, but if you want a truly big, busty box office you need to start building a trail of rose petals right now. Send America’s women a Twilight strip-o-gram. Scratch that, better go with the candy-gram. Let them know you’re out there, and you’re sensitive. Make sweet, soft, vampire love to the world’s lonely ladies. Do it right, studio gigolo, and they’ll pay you handsomely in the morning.
Comment on “Twilight Rant: They've Got It All Wrong”
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This article is dead on. And Kate is mistaken in thinking it doesn't matter if they are trying to appeal to men. That's the mistake they made with the aforementioned 'Beauty and the Beast'. They ruined our show because they were looking to make it appeal to men - it was never gonna happen. They took away our romance and gave us violence instead. It sucked, out loud, big time!
Regarding Ron Perlman, he can't play a part that doesn't make me want to get into his pants. If the writer is looking for casting choices like that one, he must not be aware that Hollywood is run by bean counters who don't know beans about anything, and especially not about what audiences want to see.
What a great article. I laughed through the whole thing. You are right on, these books are emotion porn. I read through them so fast and had so much fun doing it and I did drink wine some of the time. You so called it. I am wearing a "Mrs. Cullen" t-shirt to the movie along with glow in the dark fangs. Stephanie Meyer has created the perfect man and he is nothing like Fabio. If just reading a book can give you such a fun mini vacation....I am all for it. THe best part for me has been passing it on. I'm bringing 7 ladies to the movie with me on Friday, from all ages and all walks of life, they have all read the book and really enjoyed it. Margaritas first and fangs second. I can't wait.
First and foremost, I can see why Summit decided to advertise Twilight as an action movie, they're trying to get a bang for their buck. Of course they want all types of people to see the movie. A point was made that "fan-girls" will go to the movie had it been advertised or not. As a matter of fact, I've known about this movie for about a year or so now. I've had plans to see it since first word came out. I read these books two years ago.
However, the hype from the girls who just started reading the books is highly irritating, I suppose I can deal with it for a few more weeks until it dies down, and if I can deal with it in a highschool full of them, I'm sure you can too. Correct?
Call me "a crazy fan-girl", call me whatever you'd like, but I know what I am in this for, I'm in this to see how closely the movie and book is related. I have my ticket to see it tomorrow night in hand. Let's see how the movie turns out, shall we?
I'll be back sometime, to tell you my opinion of this chick flick.
guys that want to be a super hero don't actually think they will become one....but still hope that some freak accident will grant them powers. Any way guys have a clear sense of reality when it comes to super heroes and well they can still be heroes just not super.
girls that want those fairly tale romances are well in fairy land. being a hero as in joining the military or becoming a firefighter is way more realistic then the romances in movies.
I'm a nonfan of the books who saw a screening of it, and I did not like it. It was okay, but I've pretty much forgotten most of it already. Almost all of the people I saw it with were hardcore fans.. some were even in their 40s and were completely obsessed with the series. They did not seem disappointed with it, but any book-turned-movie is bound to disappoint even a little, and that was evident. I would probably see it again just for the scenery, but not until I can netflix it.
The fangirls and fan-moms will already be going to see the movie, whether its advertised on TV or not. Summit did the right thing, in my opinion, by trying to appeal to the male audience in the TV spots because that's (obviously) the demographic that are most unlikely to see the movie.
i think the charaters that you choose for the movie wernt good at all. i was a big fan of the book but the movie seems stupid to me. i dont even wnt to waste my money seeing it
I'm a fan, have been waiting for this movie for awhile now, and you are dead right about one thing - the advertising is all wrong. For months, we've been asking, why is this being marketed as a horror/action flick? It's not. We realize Summit was trying to get to the male audiences out there, but they'd have more of a shot of appealing to massive amounts of women who will then drag their male counterparts to the movies. Hasn't that worked with every other movie created?
Twilight's a chick flick, there's no doubt about it. Summit should have been marketing it as romantic all along, but from what I've heard about the movie (some reviews have come out, regardless) the actual romance in the movie itself is...rushed and kind of forgotten for that big bad ballet scene.
It's unfortunate, considering when I read the book, like a lot of others, I don't even bother with the climatic ending. My favorite parts are the lovey dovey gooey ooey parts featuring Edward and Bella's infatuation. I probably couldn't tell you how the whole ballet scene goes, even though I've read the book 100 times.
I think come Monday, a lot of websites are going to wonder why this film didn't perform at the box office. Despite what's being shoveled down our throats, the interest level just isn't that high. Those hoping for a Harry Potter-sized take are going to be sadly, sadly disappointed. It probably won't bomb, but its certainly not going to set the BO of fire...not in any way.
Its too bad, as the young-goth-girl demographic hasn't been catered to much recently. But like High School Musical 3, heads will role and lots of Monday Morning Quarterbacking will wonder how such a brilliant (if misguided) marketing campaign could have misled them so badly. Mark my words.
They’re the women who believe men are secretly, well, women… and are dead wrong. Many of these women are teens, whom Summit has done a good job of courting, but most of them are just lonely, besotted, and blighted by society’s unrealistic view of romance
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--> really? how's about guys who want to be Hero or superman, want to save the world....
Dear Josh,
I'm fan of Twilight. You can see it coming can't you? All the crazy girls crying and yelling about the fact you hated - because it's obvious you did - the film that they've been waiting for months or even years to see. Heavy sarcasm, if you can't feel it.
I think it's rather stupid the way you talk about the fangirls and you're being really misogynist. Because, as soon as you talk about women like that you are proving the point that we only have to trust on a fictional character to have some hope that men aren't like you.
By saying that all the women who watch this are lonely, wine-drinking and depressed about their lives you assume that all the men are stupid guys with sleeveless shirts, small brains and only care about movies with naked women having sex in fast cars and holding guns.
And I'm sure you are not one of them, since you think yourself so well to be able to assume so much with so little information. Or at least I hope you're not, but maybe is just the silly hope of a crazy fangirl in me that doesn't have a boyfriend and drinks all night long crying because Patrick Dempsey is an actor and I can't really see the difference between reality and fiction. Hevay sarcasm, again.
Also, I think that Summit got it wrong with the marketing for the film. Women may drag men to watch, as men drag women to watch the latest Fast and Furious version. If men aren't going to be fooled, then there's nothing to worry about, right? The movie will hit people who know what's about and who care about the books. Hopefully, it will make more people read it, because God knows that people need to read more books.
(if you see any problem with my grammar, don't use it as an excuse or an argument, I'm from Brazil, so, English is not my mother language).
Having said that, I really hope you change your attitude towards women, because otherwise I think you'll end up drinking wine while watching Pretty Women and thinking why the hell are you alone (and if you're not alone, then I'm happy for you. (There're all kinds of women with all kinds of tastes) See? I'm a civilized crazy fangirl. And now I'll go, to watch Grey's Anatomy.
laineygossip is staying that nonfan, insider folks she knew were at the premiere and say that the chemistry of the leads turn this into this year's notebook. I wouldn't be surprised if that were true. I always thought the advertisting for this movie was wrong. There was no way the male demographic would ever accept this as an action, and I could ahve told them that. They needed to focus more on what this movie is--the movie comes from a book that is not epic in nature(although the ads try to illustrate that notion) and it's not action oriented. It's a character driven story that's very personal and small scoped really, about two outsiders finding one another. I think the attempt to make it something it's not is a problem too honestly as a fan.
I totally agree with you, Summit went the wrong direction in advertising this as an action film. No one is fooled, they should of targeted women. Women will drag the men to go with them. Pretty simple. I'm sure no guy is fooled into thinking this is a action film, though it may have a few "stunts.", More than that, the stunts are probably the weakest point of the film judging by those trailers.
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