Batman Gonna Take A Beating
Posted by Balcony Fool on June 25, 2008
There are some people out there who believe Christopher Nolan’s The Dark Knight will be the highest-grossing film of the season. Those people are high. For every Batman fan who is studiously poring over back-issues of Detective Comics in preparation for the upcoming Bat-sequel, there are ten children and grandparents who will not venture into Gotham City this summer. What they will do, however, is line up in droves to see Pixar’s WALL•E.
By way of support, I provide you now with anecdotal evidence. My father, a 52-year-old bonified curmudgeon, has not viewed any movie trailer in the last ten years with anything other than codified disinterest. His disdain for crowded theaters and ambivalence about movies in general is becoming legendary. So imagine my surprise when yesterday he said:
Make some time this weekend. We’re going to see WALL•E.
Wha? When pressed about his apparent enthusiasm, he simply said, “It looks really good.”
Yes, Dad, it does. It looks beautiful, and funny, and supremely marketable. There is simply no chance that WALL•E is not the highest-grossing film of the summer, and probably the year. Everyone I know wants to see this movie, and Pixar’s history of delivering the goods will likely ensure excellent word of mouth, and long, long legs.
Warner Brothers has a done a terrific job of marketing TDK online, and as the film gets closer we’ll see the usual deluge of traditional marketing, but the dark tale of murder, mayhem and psychotic masqueraders simply doesn’t have same broad appeal of a funny little robot in love. Plus, hard as it may be to believe, there are lots of folks who have no idea what “viral marketing” is, and who’ve never heard of whysoserious.com.
Sorry, Bat-fans. I’m looking forward to The Dark Knight as much as you are, but the summer box office champion won’t be wearing a cowl.