FOX's Marketing Technique: "What Happens Last/Remembered First?"

[Lightning Strykez!]

Marketing Strategy:
"What Happens Last Is Remembered First?"
Is FOX Aiming To Steal Thunder With "The Back-Door Approach?"
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By Lightning


This Friday marks the debut of the first trailer for Bryan Singer's Superman Returns. Ironically enough, this clip is debuting a month earlier than X3's trailer (due next month), while the film comes out a month after X3's May 26th screening date. It appears that Warner Bros. is going for the "early bird" approach, in an effort to drum up as much buzz as possible for their feature. Their website is fully active, and the media has been inundated with stills from the production.

In stark contrast, the other major comic book film of 2006--X-Men 3--has had no pictures released to represent it, nor has a full-fledged website been launched. Admittedly there has been very little visibility for this tentpole production--even the plot is shrouded in secrecy. It would seem that FOX is woefully behind its competitors, considering that their project hits theatres first.

For many people, this signals an unmitigated disaster, and understandably so. Unlike Superman Returns or Ghost Rider, X-Men 3 has a powerful momentum going right now, and a gigantic mainstream audience. It has remained at the apex of 2006's most anticipated films for months now, all without any promotion. So it would seem that FOX would be smarter to capitalize on that anticipation. Instead, their silenced delay on releasing any offical pictures or details communicates to some that the studio is trying to hide a Catwomanesque-mess until the very last minute.

However, instead of writing X3 off as a failure waiting to happen--I'd like to interject another plausible reason for FOX's delaying: Could it be that they are adopting the old adage "What happens last is remembered first" for their marketing technique?

Think about it: When the trailer for Superman Returns is released there will be certain pandamonium--be it good or bad. However, when FOX strikes with their trailer next month, what will happen to that buzz? It will be diverted--and, at least temporarily, FOX will have effectively stolen its competitors' thunder. If X3's first trailer and official stills are mindblowing, the hype will reach all-time highs with an already-hungry fanbase.

Do you think this could feasibly be FOX's plan?

 

[bluewolv]

I think the movie is a mess...particularly the visuals/effects which at best will be rushed at this point...that is the reason why they are delaying. I really have a feeling that Juggernaut in particular is going to look like something out of Batman and Robin. X-Men 3 should do what V did and postpone for 6 months and do a Christmas 2006 release, then they can properly film/post produce/and market - they won't because they want to get out an exactly 1.5 hour rushed piece of crap that will make as much money opening weekend and then who cares after that...because they will then market the hell out of the DVD...say what you want about Bryan Singer but he was able to get X-2 to rise above the the Fox mediocrity of Daredevil/Elektra/Ffour - The best thing that can happen for the X-men franchise is that after this 3 pitcure deal is done, that Marvel moves it to a better studio

 

[MattC]

I think that sounds VERY likely Lightning, definately very feasible.

 

[EmmaFrost]

I will agree with Lightining on this one. Heck with a trailer attached to King Kong possibly that movie is already generating a lot of hype and that will build the momentum.

 

[Lightning Strykez!]

I think the movie is a mess...particularly the visuals/effects which at best will be rushed at this point...that is the reason why they are delaying. I really have a feeling that Juggernaut in particular is going to look like something out of Batman and Robin.

You mean...something like this?

God, I hope not. Let us pray now. Join hands.

X-Men 3 should do what V did and postpone for 6 months and do a Christmas 2006 release, then they can properly film/post produce/and market - they won't because they want to get out an exactly 1.5 hour rushed piece of crap that will make as much money opening weekend and then who cares after that...because they will then market the hell out of the DVD...say what you want about Bryan Singer but he was able to get X-2 to rise above the the Fox mediocrity of Daredevil/Elektra/Ffour - The best thing that can happen for the X-men franchise is that after this 3 pitcure deal is done, that Marvel moves it to a better studio

I agree that the film should move to ensure a higher quality film is made--but we know that FOX is not going to budge. The sun will collide with the earth before that happens.

Besides, Memorial Day weekend is a prime choice for Box office dividends and they are not going to give up their slot whether the "We want to beat Bryan Singer to the punch" rumors are true or not. The month of May worked very well for X2, so commercially speaking--it's the best spot outside of the July 4th weekend. Also, moving it would signal the production is really in trouble--which will only create bad buzz.

The scoopers on this board are getting very vague, non-descript replies from our sources right now. And the various websites i.e. SHH, etc. have nothing either. So FOX has put the lid on this project for a reason and at this point there are only two reasons for the delay:

A.) It's on purpose--they have a plan.

B.) It's out of necessity--they are having problems.

I'm inclined to think that it's option "A".

We've seen the cast casually shopping and out and about constantly--and that could be a sign that the lensing is going seamlessly (since the actors are not being held hostage for multiple takes). We also know that CGI and other post prod elements are being applied as they go along, so much of the SFX may already be done.

 

[blades_shades]

There's really only one hero in Superman and he wheres red & blue. Not really a myster and they really can't surprise us by giving him blonde hair and a silver cape. Not really any creature costumes or super powered effects in Supes either except x-ray vision and cold breath. LOL

 

[the a1ant]

I think if Bryan was directing X3, we'd have images and a teaser trailer out by now, because, well production would've started earlier and things would've been smoother and better planned out on his part.

I'm not bad-mouthing Ratner or the studio. I think they just need time. The process to getting X3 to film was not very easy, and Ratner signed on very late in the game. It feels like Fox is mostly having more say-so in visual promotions, right now where-as Singer sort of just went out cut a teaser together early and the studio approved it.

Fox has a set plan in how they want to promote this film, and while the fans aren't getting the things they want (images), in the larger scope of the general media, the promotion will be nothing short of amazing, and will be just fine.

Still...it doesn't hurt to reward the fans every once in a while. You keep the fans happy and excited early on and that will rub off on others, IMO. At this point, I really want them to relase something for us. I support them, but at the same time I still think too much time has gone past, without getting one single official photo.

But to answer your question, Lightnin' I think there is a bigger plan out there than we know, and Fox knows what they're doing. In terms of pleasing the fans early on, it seems that they may have forgotten that, but in the greater scope of things, they're going to rock everyone's socks off.

 

[MattC]

I think if Bryan was directing X3, we'd have images and a teaser trailer out by now, because, well production would've started earlier and things would've been smoother and better planned out on his part.

Regardless of how much earlier the project would have started shooting I think you are right. We would probably have production diaries etc as well, he seems to be similar to Peter Jackson in his approach to film making. Bryan is uniquely public with a lot of the stuff he does, he likes to involve the fans and is excited to show them what he is doing.

 

[rawsugar]

No one here actually knows what or why anything is happening, so it is a little bold to make suggestions about a 2006 Christmas release. This film is huge and there is so much on the line, they are probably just making sure that the right decisions are made. Us fans can be ruthless...u know?

 

[the a1ant]

No one here actually knows what or why anything is happening, so it is a little bold to make suggestions about a 2006 Christmas release. This film is huge and there is so much on the line, they are probably just making sure that the right decisions are made. Us fans can be ruthless...u know?

True. They know the fans are already shaken up after Singer left...and then even more-so after Vaughn left. They know we've been put through a lot. They seem to be very protective of their 'baby' and want to make sure the images/ footage of their baby is perfect. In some eyes, maybe they're a little too protective, but what parent isn't, ya know?

 

[Lightning Strykez!]

Still...it doesn't hurt to reward the fans every once in a while. You keep the fans happy and excited early on and that will rub off on others, IMO. At this point, I really want them to relase something for us. I support them, but at the same time I still think too much time has gone past, without getting one single official photo.

I too feel this way. When it comes to marketing, FOX does a great job, and I have faith that they will spin this film into every nook and cranny of the market by time May arrives. I know for a fact that they do appreciate the fans' support and input. I also know FOX has high hopes for this film and they have big plans to promote it properly...in time.

But at the same time, I can't help but understand the cynical fans' position on this matter because it appears that the studio has lost sight of the people who will hype this film by word-of-mouth. And perception is everything.

People point to Sony or WB dropping cookies for the fans here and there as evidence that those studios "care" about the fans. It's not so much that, as it is GOOD BUSINESS SENSE. It's called customer service--and moviegoers are the customers. For FOX to have not released one SINGLE still--not even of an original cast member i.e. Wolverine--seems a bit odd. I honestly can't think of any reason why they'd sit on that unless it's for a specific marketing reason.

 

[Triligors]

And how big FOX film trailers premiere with a TV show on Fox Channel, similar to Sith- don't quote me on this but I think it's very possible that the teaser will air with Prison Break. Kind of like how last year Sith ran with OC. Prison Break is Fox's new #1 show and will create buzz for both the series and the film.

As for market wise, it's smart to postpone anything related to the film. Often times film trailers come out almost a year before and causes hype, but by the time it comes to theaters that hype has been worned out and is now dry. But, if the timing is right- you've got yourself a hit timing and a thriving fanbase of fans and general audience that is still high by the time the film is released. It's a smart idea, I think personally as a film maker. Ratner will no doubt make a great X-Men film, I think Singer said the screenplay for the third film was great but that he rather do Superman. Ratner has done all types of films, a great family film FAMILY MAN, the scariest film I've ever saw RED DRAGON, and a great team comedy RUSH HOUR. The director can seemingly direct anything and have a hit in that genre. No doubt same will happen here. X3 will be epic, but you release information to early- by the time the buzz has heightened there's already five months until it comes to theaters, then it starts to lower. Best to strike when the buzz will be at it's highest.

 

[Jan Irisi]

I think we should all remind ourselves that Singer is not involved in this picture at all. So all the shoulda woulda coulda right now is moot. "If Singer was still involved, we woulda had this that and the other thing."

Right now, we have entered an entire new ballgame. Yes, if Singer was still involved things would have started sooner and had gone smoother. However, his departure, for whatever reason, temporarily derailed a great many things in regard to this film. So, in effect we/they have started "from scratch". Schedules are tight, and Ratner has stepped in to sort out the chaos as it were. We cannot expect this film to be handled like the others were when Singer was involved, because, as I said, this is a new baby.

Think of the analogy of a woman who has two children with a former husband, gets divorced, remarries and has a child with her new husband. This is X3.

 

[the a1ant]

I also think the reveal of the script on 'Aint It Cool News' might've affected things as well. It gave the studio more reason to be protective and quiet about things. Sure...the AICN script was an early script, but many elements from that have obviously stayed in the final script draft.

 

[MattC]

Think of the analogy of a woman who has two children with a former husband, gets divorced, remarries and has a child with her new husband. This is X3.

Isn't that the one where the new husband murders the mother and locks the kids up in the basement?

 

[MattC]

I also think the reveal of the script on 'Aint It Cool News' might've affected things as well. It gave the studio more reason to be protective and quiet about things. Sure...the AICN script was an early script, but many elements from that have obviously stayed in the final script draft.

That pisses me off to this day, I hate how it had to be spoilt for people like that. As much as we like knowing stuff, I would have preferred to not have seen any of that stuff.

 

[Jan Irisi]

Isn't that the one where the new husband murders the mother and locks the kids up in the basement?

No.

 

[Lightning Strykez!]

Think of the analogy of a woman who has two children with a former husband, gets divorced, remarries and has a child with her new husband. This is X3.

Yep. Let's just hope the "child" is cute.

 

[MattC]

No.

Ah, I must have got it muddled up Good analogy!

 

[the a1ant]

Think of the analogy of a woman who has two children with a former husband, gets divorced, remarries and has a child with her new husband. This is X3.

 

[Lightning Strykez!]

I also think the reveal of the script on 'Aint It Cool News' might've affected things as well. It gave the studio more reason to be protective and quiet about things. Sure...the AICN script was an early script, but many elements from that have obviously stayed in the final script draft.

Yes. I think of posters who defend AICN and Harry Knowles *cough* Vileone *cough* , stating that their influence is next to nill on the internet, and that they aren't truly responsible for the bad buzz that surrounds some of Marvel's films...and I just point to this situation.

AICN played a KEY role in drumming up bad internet publicity on this production, just as they did for Fantastic 4. Now, with Fantastic 4 FOX released still after still to fans. In fact, within 3 weeks of filming we got our first look at The Invisible Woman in costume, and the others followed shortly afterward. But the whole way through Harry Knowles & Co. continued to rip apart each release, fanning flames of negativity. Then they started the cycle afresh with that nasty write-up on that X3 rough draft--which spawned all kinds of bad buzz.

I know FOX was taking note, because now we get...nothing.

 

[Mistopurr83]

The script review from AICN is not the only thing that got audiences concerned about X3. Another thing that may have an affect on this was when Avi Arad called us users "idiots." Some people here think that might've affected the F4 movies' outcome.

 

[Lightning Strykez!]

The script review from AICN is not the only thing that got audiences concerned about X3. Another thing that may have an affect on this was when Avi Arad called us users "idiots." Some people here think that might've affected the F4 movies' outcome.

If my memory serves me correctly, he said that after F4 hit theatres. At any rate, Fantastic 4 did gross $330 million so it didn't affect that outcome too badly.

 

[the a1ant]

Avi Arad was crazy for calling some of the fans "idiots". I know he was ticked off (I would be too), but as a man of business, he should've watched his words. That wasn't the first time he threw an insult to the fans either.

 

[fazeforce]

But at the same time, I can't help but understand the cynical fans' position on this matter because it appears that the studio has lost sight of the people who will hype this film by word-of-mouth. And perception is everything.

I understand it as well - but when it is mis-(or in this case, un-) informed "ooh, rumor is it's in trouble, let's jump on that bandwagon and bash it" cynicism, it irks me. (that sentence may make sense...)

Like reading that review of from the R2 Project about the FF DVD, and when they mention the X3 first look, they call it "A desperate piece of PR cheerleading for a movie that is in serious trouble."

Eff that. Setbacks? Yeah, that has happened - changing directors will do that. Of course the film would benefit from more time. All films would. I don't think anything that has happened with the film so far would indicate that it is in "serious trouble", and I think most people on this board would agree with me, even the concerned ones.

This "serious trouble, it's destined to fail" snowball that AICN started (and they did) just makes me want to strangle somebody. NOBODY is sure that is the case, and assuming/presuming doesn't count.