Tuesday, August 4, 2009

Go Joe!

With G.I. Joe: The Rise of Cobra openning this weekend, you may be as stunned as I at the buzz around this film. For all the horrible rumors, that it had received the lowest ever test screening score in the history of Paramount, or that the director had been fired (which turned out to not be true), the buzz leading up to it is... well... good. How? How is this possible? I foresee three explanations.

1. Compared to what? Maybe this movie only seemed bad until the mediocre X-Men Origins: Wolverine, the disappointing Terminator Salvation, or the out-and-out painful Transformers: Revenge of the Fallen. Maybe people couldn't bare the thought of a fourth horseman of the 80's-action-franchise blockbuster apocalypse. Maybe they all thought: "Well, I didn't want to gouge my eyes out with Oedopus' mother's brooches, so I guess that must have been a decent film."

2. Pick your critics carefully. GIJ:TRoC is currently at 86% on Rotten Tomatoes, but there've only been 7 reviews tabulated. Maybe the pre-screeners were hand-picked to show the film in a favorable early light.

3. The most brilliant marketing plan ever. Maybe we were supposed to hear about how awful this film was, generate a huge amount of negative buzz so that the slightest bit of positive buzz closer to release would seem gut-wrenchingly newsworthy.

Of course, I suppose there's the outside possibility that it merely started out problem-ridden but was greatly improved in post-production. Or that the early negative buzz was undeserved. We'll find out this weekend, I imagine.


1 comment:

Ben said...

Another possible explanation was that the initial post-production job was terrible, and then improved-upon after some negative feedback.

I mean, why would they even show it to test audiences if they don't still have some improvements they could make?