There’s a grunginess to the first that lends itself to the subject of skateboarding-especially since the stars of the film are a real life collective known for their skills on wheels as opposed to acting. Skate Kitchen (limited August 10) doesn’t suffer from the same schizophrenia, but it is interesting to compare the down and dirty aesthetic of its festival one-sheet to the polished photography of its studio advert. Luckily most movie-going audiences have short memories and will probably forget the original poster and trailer’s wildly different intent. (How it could since its first release date was September 2017?) It’s as though test screenings showed children liked it more than adults and the studio decided a shift in focus onto them was their best chance for success. What makes it even weirder is that I haven’t heard anything about the film getting extensive reshoots or anything. We’re talking night and day when it comes to tone. Rage fuels their flight.įast-forward to eclipse’s wholesome tagline with its aspirational view of a family of elephants in the distance and a docile pooch following its master on an adventure that will only bring them closer together in the fore. These two figures seek blood and are willing to do whatever is necessary to survive. Here’s a boy covered in mud and ready to kill, flames licking at his chin. We can look back at the first poster and see the dual faces of intimidation thanks to WORKS ADV and Frank Ockenfels’ photography. Luckily we have the evidence of what was, though. Oh what a five-month postponement and complete marketing overhaul can do to transform a niche thriller into a family friendly blockbuster event. I laugh now whenever the latest trailer for Alpha (August 17) starts playing with its inspirational soundtrack and optimistic voiceover about “man’s best friend.” I laugh because it wasn’t too long ago when I sat in that same theater and watched a very different tease depicting a boy left stranded in the wild who must tame a wolf to prove his might as a warrior. It’s therefore the perfect moment for the independents to sway them back for something different too. Audiences know what they want to see during the summer and will go regardless of advertising. Which to choose from now that MoviePass is no longer running at full speed to catch them all? No other month is as crucial to marketing reach that cuts through the noise than this one and yet no other month is hampered by a dearth of creativity either (except maybe January).īut while big budget character sheets will assault you everywhere you turn in the lobby, a few should stop you from running with eyes closed to your seat. We’ve got sharks, Pooh, canines galore (in multiple forms), and Muppets gone bad to sprinkle a little fun, terror, and plenty of popcorn-throwing eye-rolls into your summer’s swan song before another school year begins. Oftentimes they fail miserably.įive Fridays, fifteen wide releases, a slew of limited engagements, and the activation of Wednesdays for additional real estate: it must be August. This monthly column focuses on the film industry’s willingness to capitalize on this truth, releasing one-sheets to serve as not representations of what audiences are to expect, but as propaganda to fill seats. “Don’t Judge a Book by Its Cover” is a proverb whose simple existence proves the fact impressionable souls will do so without fail.
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