« Ay Homer Lacka Lacka, Ching Cheeah Cheese Doodle... | Main | Did You Know... »

April 06, 2006

Circle (Jerk) Of Rage

spfart_50.gif The beat keeps beating. Some days, there is a legitimate target. Some days, there is The Benchwarmers.

This very dumb movie, targeting kids, may be a blight on society. I don’t know. I’m very unlikely to ever see it. But it is now a landmark in the odd recent history of both film criticism, Traditional Media, and blogging.

The circle goes a little like this…

Sony has a movie that is meant for young boys and, as started back with The Day After Tomorrow, has realized that screening films that will inevitably get smacked by critics offers no upside and only downside. It also costs money… though I think that argument is a load of excrement, given the tons of money spent on junkets and ads. However, in the case of The Benchwarmers, Sony doesn’t make the call not to have screenings until after many critics have been invited.

Lesson One: If you want to skip the critics screenings - which some studios are starting to call “courtesy screenings” as a norm and not just when confronted – it’s not going to cause as much trouble if part of the process is not withdrawing invitations.

Roger Moore, of the Orlando Sentinel, does not have his invitation rescinded and turns up at a “radio screening,” which is how many critics in smaller markets see films… at a radio station promotion screening of the film that generally fills the room with an eager audience that makes critics feel utterly superior. (Note: This reality also denudes the “it costs money to screen” spin and reminds those of us in the big markets just how soft our cushion is.)

Lesson Two: Regional publicists do develop relationships with local critics and are important… but they are generally not as focused as their studio employers and mistakes like this happen all the time. One hand does not always know what the other hand is doing.

Moore, straddling the line between as-normal and giddy, puts his kill review of The Benchwarmers on the wire, accessible to all Knight-Ridder/Tribune Wire Service subscribers. Sony freaks a bit and calls Roger’s editor to complain and to say that he didn’t belong at the screening. Roger responds with a blog entry, not only telling his version of the tale, but bringing up “David Manning,” even though “he” is utterly irrelevant to this issue, and arguing that the studio is “not real good at this manufacturing good "buzz" thing. And silencing bad buzz.” Not really the case. Like every other studio, they are great at good buzz when they have good buzz goods and not so great when they have films that draw kicks in the teeth. In any case, the paper supports their man (and there is no indication he has done anything wrong) and the studio is now standing down.

Lesson Three: Like the decision to withdraw invites, a studio has to think before it calls. When an editor is called, the reporter is going to feel very threatened. Unless you are going to war, better to let it pass without the phone call. And with the blogs out there, you risk stirring up a hornet’s nest.

Interestingly, Roger Moore is not averse to going against the grain… especially for Fox Searchlight, for whom he has yet to give a bad review this year. And he likes a lot of junk. Here are some films he gave positive reviews to and the percentage of other critics who liked them, via RT:

The Hills Have Eyes – 49%
Night Watch – 57%
Imagine Me & You – 30%

Freedomland – 24%
When A Stranger Calls – 10%

She’s The Man – 47%
Failure to Launch – 29%

Aquamarine – 56%
Running Scared – 38%
Shaggy Dog – 29%

If only Amanda Bynes had been in The Benchwarmers!

Lesson Four: The blogs giveth… the blogs taketh away.

I got the link to Roger’s blog entry from Shawn Levy, who does a very good job with his blog up in The Oregonian. There was also a story from Robert W. Butler, who writes for Knight-Ridder’s Kansas City Star, who kind of mixed Dave Germain’s boo hoo piece form earlier this week with the Moore story and added to it when he reported that his editors got a call from Universal McCann, repping Sony, asking them (and other KR/Tribune wire service subscribers) not to run Roger Moore’s wire review, saying it was “unauthorized.”

Lesson Five: Shut up and eat your porridge. If you want to control the situation, you then take the responsibility of controlling the situation. Even if, say, Roger Moore knew that that the Benchwarmer invites had been rescinded all over the country and went to the screening knowing that, the screening was under the control of the studio and if they let the critic in without a word and particularly if he was seated in a saved seat… the ship has sailed. That screw-up was Sony’s. And once they allowed that door to open, there was no excuse for asking it to be shut.

And here is the flipside:

Lesson Six: This is a business of cooperation, sure as it is an industry of collusion. Critics and studios with bad movies are natural adversaries, but more in the mode of the wolf and sheepdog in the old WB cartoons. Fight, fight, fight… lunch break… fight, fight, fight.

The harder we in the media challenge the studios – and not in reviews released on Friday – the more paranoid and withholding they become. That doesn’t make any of our jobs easier.

This doesn’t mean that we should be doormats. But does battling over when we see the worst movies – or at least, the least critic friendly movies – leave us any energy to fight the more important fights? Where was all this heat around Duma and other films that should have been more widely seen? Why is it that the media gets most riled up when the media thinks its feeding bowl is being shorted?

Posted by poland at April 6, 2006 01:22 PM

Comments

Uh, can you get rid of that South Park thing plz. It's in every entry.

I don't know why critics are complaining about not being able to see movies. THe studios are right when they think critics will massacre them. So why would critics wanna sit through them if they themselves also think they will hate them (they know they would). Like, they complain about all the bad movies they are forced to see, so what's the problem with some studios not letting critics see them.

Posted by: KamikazeCamelV2.0 [TypeKey Profile Page] at April 7, 2006 02:11 AM

Wasn't Day After Tomorrow a Fox release?

Posted by: Thom at April 7, 2006 12:29 PM

In answer to the previous comments, some critics are complaining because it makes their job more difficult. That isn't the studio's problem, but it is a fact. If Sony doesn't schedule a press screening, the local print critics will then still need to see the film when it opens and write a review, usually for Saturday publication, because they want to be on the record.

This of course raises a separate question: If publicity is the only currency the studios understand, why not refuse to cover unscreened films in any way? No wire pieces, no reviews, no nothing. And maybe the editors of the film sections can have a memory longer than 30 seconds, and tell the publicists to go screw themselves when they start pimping hard to get in a story on their latest film when they hid their last film from you. Everyone plays nice, everyone is happy.

Posted by: Scott Renshaw at April 7, 2006 03:13 PM

A lot of critics actually do that. Ebert never reviews a film that isn't screened.

Posted by: Arrow77 [TypeKey Profile Page] at April 7, 2006 03:32 PM

So that means they screened Basic Instinct 2? You'd think that would have been a sure thing to not be screened.

Posted by: jeffmcm [TypeKey Profile Page] at April 7, 2006 03:39 PM

You want to know the quickest way to end this "We won't press screen" bullshit? Easy: Major news outlets (including, yes, trade papers)start offering a bounty to anyone who can provide the first review of a non-press-screened release. Unless studios decide to end ALL promotional screenings for certain films, they will have to deal with the possibility that their films will be reviewed by people who are (a) not easily controlled, and (b) eager to make a name for themselves by torching any movie they review.

Posted by: Joe Leydon at April 7, 2006 07:49 PM

Critics do not have a god given right to be invited to courtesy press screenings by the studios -- especially when the studios know that there's a very strong chance the critics will come out against the film. Why would a studio that has invested millions of dollars into the making and marketing of a film set themselves up for negative reviews from critics - many of them whom take a certain delight in sharpening their knives at the expense of the studio. I have read so many reviews over the years (many of them for films I ended up enjoying quite a bit) where the critic takes pleasure in eviscerating a film he/she didn't care for with extreme cruelty. Even on this website when Poland tears into someone like Eli Roth, he obviously cares very little that there's a real human being behind that name and a thousand other people who worked to bring that film to the screeen, and these people and their friends and families are hurt and disturbed by the vitriol displayed in these reviews and in many of the comments on this board. If a critic wants to tear into a film, he shouldn't expect to do it at the studio's expense, is what I'm getting at here. There's such a sense of entitlement in this business that it constantly amazes me. Every film that is produced is a small corporation. Millions of dollars have been sunk into it and on the first day of the product's debut to society, a hundred critics around the country are spewing venom and trashing on it -- and, yes, sometimes it sticks and has a negative effect on box office. It also becomes record on the internet and in the archives of these newspapers and magazines. I don't think anyone sets out to make a bad movie (well, maybe a handful of filmmakers do) and when an artist stumbles, the media descends on him like a pack of jackals. I see it time after time. I guess this is a round about way of saying that I could give a shit that a critics are denied press screenings of vulnerable movies.

Posted by: lawnorder [TypeKey Profile Page] at April 8, 2006 02:06 AM

The Newark (NJ) Star-Ledger ran the Roger Moore review of "The Benchwarmers" yesterday. Gave it 1 star.

Posted by: Chucky in Jersey [TypeKey Profile Page] at April 8, 2006 06:58 AM

And critics are complaining about not seeing The Benchwarmers why? It makes their job "harder"? aww, boohoo. They get to miss out on a horrible-looking "comedy". It's not like the target audience of that movie read the New York Times or whatever.

Posted by: KamikazeCamelV2.0 [TypeKey Profile Page] at April 8, 2006 07:24 AM

Last time I checked, the studios were the ones making the bad movies. By eliminating the critical response, they can still open big before people can realize it's crap.

Critics trash the horror movies but they continue to do well. And then even when critics fawn over something like King Kong, it was still seen as disappointing at the box office. So what is the real impact of critics?

I think the people critics affect most are the inner Hollywood circle, who use them to boost ego or tear someone else down. Hence, the pressure to curb their privileges on bad movies with big stars.

Posted by: palmtree [TypeKey Profile Page] at April 8, 2006 10:04 AM

The answer is shockingly simple: quit making crappy movies. Not screening a film is a tacit admission that the film blows. Nobody makes BASIC INSTINCT 2 or BENCHWARMERS expecting good reviews unless they're totally detached from reality.

Posted by: Cadavra [TypeKey Profile Page] at April 8, 2006 01:53 PM

If Cronenberg had made Basic Instinct 2, it probably would have gotten good reviews. Unless it was in the vein of his version of Crash (which I love) but he probably would have gotten fired first.

Posted by: jeffmcm [TypeKey Profile Page] at April 8, 2006 10:10 PM

Quit making crappy movies? That's your solution? Not screening a film isn't an admission that it blows, it's an admission that critics won't like it. If you think that's the same, calculate the number of films every year that you think are way overrated or way underrated. Critics are a good measure to see if people will like it but it's not the only one.

Posted by: Arrow77 [TypeKey Profile Page] at April 9, 2006 11:18 AM

It is true that good movies might get bad reviews, but it's extremely rare for lousy movies to get good reviews, at least by legitimate critics. I repeat: if you don't roll the dice, it's an admission of zero expectations.

Posted by: Cadavra [TypeKey Profile Page] at April 9, 2006 03:18 PM

Lawnorder - I'm all too aware that there are human beings behind every movie. Been there, worked that. The same is true with journalists with websites.

It is an odd balance. Yes, it is hurtful to be told that you have worked really hard to make a bad movie. There is no doubt that Eli Roth and most of those involved with Hostel thought they were making something they could love.

But however unpleasant that may be, these are not Vietnam veterans returning from a war that they didn't have any say in and being shunned because of the unavoidable politics. These are professionals who demand and are paid significant amounts of money to create a product that they hope will earn many millions in profit and allow them to continue to earn large sums of money themselves.

I agree that many critics are reacting to this growing studio phenomenon like children being refused candy. I felt much the same way about the "screener debate." But let's not turn Eli Roth or other hacks with great skills in self-promotion into a victimized class either.

I put myself in the line of fire, offering my insights and opinion, pretty much every day of the year. Sometimes the criticism is fair, sometimes not. I can't expect the benefits without any of the shit that comes with it. Either can Eli. Either can Sony. And either can critics.

And Cadavra - Why would anyone who made something that targets an audience that is looking for something that is inherently disgusting to most of the people in the group that will review the product publicly offer it first to those who will hate it?

The tradition of criticism says otherwise. But "crap" or "not crap" remains subjective. If I loved Harold & Kumar or quite enjoyed The Real Cancun, does that make me "wrong.?"

There weren't zero expectations for The Benchwarmers. They expected at least $15 million worth of tickets to be sold. And choices that lead the film towards the success of that goal is what Sony is trying to make.

The truth is, the movies with the lowest commerical expectations are the ones that rely the most on critics.

Sad, but true.

It is as rare for great movies with great reviews to make a lot of money as it is for lousy movies to get good reviews from legit critics.

Posted by: David Poland [TypeKey Profile Page] at April 9, 2006 04:49 PM

Dave Dave, Dave;
Wipe your mouth after going down on your good friends at Sony, why doncha? My God, such a piece of whoring/trying to curry favor with studios. Learn some shame, you silly twit.

Posted by: Roger Moore at April 11, 2006 09:48 AM

"And Cadavra - Why would anyone who made something that targets an audience that is looking for something that is inherently disgusting to most of the people in the group that will review the product publicly offer it first to those who will hate it?"

Well, of course they wouldn't. But my point is: why make "something that targets an audience that is looking for something that is inherently disgusting" in the first place? Can't we do better?

Posted by: Cadavra [TypeKey Profile Page] at April 11, 2006 11:05 AM

In light of the fact that your histrionic attack on Roger Moore was based, at least in part, on his daring to give decent-or-better reviews to movies that the majority of critics sampled on Rotten Tomatoes liked less, I find it more than a little amusing, David, that you would say this in your comment:

-- But "crap" or "not crap" remains subjective. If I loved Harold & Kumar or quite enjoyed The Real Cancun, does that make me "wrong.?" --

Um. No. Apparently, it just makes you a hypocrite. With a really fascinating take on punctuation.

Posted by: Phoebe Flowers [TypeKey Profile Page] at April 11, 2006 11:46 AM

This dude's name is really Roger Moore? Wow.

Posted by: jeffmcm [TypeKey Profile Page] at April 11, 2006 12:45 PM

It's not good movie. It is true that good quality movies might get bad review.
________________________________
Matt
Wide Circles

Posted by: mattricherd [TypeKey Profile Page] at July 28, 2008 01:15 AM

Post a comment

Thanks for signing in, . Now you can comment. (sign out)

(If you haven't left a comment here before, you may need to be approved by the site owner before your comment will appear. Until then, it won't appear on the entry. Thanks for waiting.)


Remember me?