Mack Simpson today fired off this missive at bloggers who promoted the film:
I don’t want to discuss the movie or its performance as much as I’d like to write a few words about the bloggers who talked it up. Specifically, the bloggers who sang the movie’s praises simply because they saw the Studio’s blogger-outreach as one of the Seven Signs of the Collapse of Marketing As We Know It™ (and, lo, they rejoiced in it). And specifically-specifically, their reaction after things didn’t turn out so well.
A B-movie opening at 15.3 million and #1 at the Box-Office is a BAD thing?
Mack adds more:
Instead of saying, “o.k., our thesis didn’t pan out; what does this mean,” what we saw was the marketing bloggers begin to spin– spin how the opening day box office returns were actually a rousing success. Mack Collier (the other Mack, thank you very much) over at The Viral Garden actually tried to show– using statistics only an Enron accountant could love, and only after taking some time to blast the mainstream media for “turning” on the movie– how Snakes on a Plane performed better at the box office than Pirates of the Caribbean 2: Dead Man’s Chest.
Never said that SoaP was a 'rousing success'. I was pointing out that when the MSM gets gaa-gaa about Pirates ticket sales, they forget that the film had equally massive costs.
Then Mack just gets silly by trying to say that bloggers will say this:
“But Mack (yeah, the ad guy again), the momentum will build and it will do even better next weekend.” Oh yeah?
Again, I've never seen one blogger even HINT at SoaP having a better SECOND weekend. I think you're just trying to justify a rant at this point, Mack.
Finally Mack closes with this:
Or, for god’s sake, if your only purpose it to perpetuate and participate in the blogger circle jerk of hype without offering up anything from the other side of the coin, put a freaking disclaimer up on your site somewhere so you don’t unduly influence a poor junior brand manager into doing something that will cost her her job when it goes south.
Heh. Speaking of disclaimers, anyone notice how the bloggers that are slamming SoaP are the ones that waited until AFTER the movie opened and AFTER MSM said it was a 'disappointment' to say so? I think what happened here is that some bloggers decided early on that 'this movie is going to suck, why are people talking about it?!?', and when the MSM told them they were right, they felt 'vindicated' enough to finally post an 'I told you so!' post. Sorry, but in order to 'tell us so', you gotta say something BEFORE the fact. If you're slamming this movie simply because it irked you to see a movie being hyped that you never wanted to see, then you need to put such a disclaimer up on your blog.
But again, Mack thinks this promotion 'went badly'.
A B-movie opened #1 at the box-office, mainly due to free publicity from bloggers, and is now at around 22 million.
And this is a sign of things that 'went badly'?
Give me strength. Was this promotion perfect? Nope, and I've mentioned instances where I thought New Line missed the boat. But they did at least try. And in trying, they got some things right, and made some mistakes. And they are also well ahead of the other studios in using social media and embracing their community of fans to help them promote their future releases.
Again, I can't see how any of that can be seen as anything other than a good thing. But maybe I am seeing what I want to see. Then again, I have to wonder if those that are saying that a B-movie having 22 million after 2 weeks is a 'bad' thing, aren't seeing what they want to see themselves.