The film Batman v Superman: Dawn of Justice was so scorned by critics (a lousy 28% on Rotten Tomatoes) that the Warner Bros. marketing team has been reduced to dredging up what positive quotes they can find from the most random people on social media: a guy from Pakistan, an Irish dude who mostly tweets about football (i.e., soccer), and even a grandmother on Facebook.
In the time-honored movie-marketing ploy of plucking a few words out of context from a review to suggest that the critic actually enjoyed the movie, the Warners team has been posting the following graphics to Twitter. To be fair, the fans seem to have actually enjoyed the movie (the Rotten Tomatoes audience score is an inexplicable 69%). But is the opinion of someone with less than 200 followers on Twitter of any use? Yeah, yeah, democratization of the Internet, end of the gatekeepers, blah blah. But seriously, Twitter user @ceepascual‘s money quote, “Literally every scene with @galgadot in it took my breath away,” is just a guy ogling a pretty lady. Progress!
I have been retweeting these desperate memes right back at Warners, with snarky comments, to no effect.
There is an entire wing of the Nuttycombe Archives filled with Silver Age Superman and Batman comic books, a treasure trove that I adore. I was such a Batman purist that when I watched the Adam West Batman show on TV in the ’60s, I despised it. Why so unserious? As a kid, I did not understand camp. I’ve evolved.
But the approach to adapting comic book characters for film and television (and, indeed, in comic books) has swung so far in the other direction that I was about to write my own screed against this current climate of morose, sociopathic superhero movies, filled with what Wesley Morris in the New York Times termed “lugubrious solemnity and generic philosophizing.” But here’s the Austin American-Statesman‘s Joe Gross summing up better than I the problem with BvSDoJ. Spoiler alert: He compares it, unfavorably, to a garbage fire.
Here are some of the film studio’s sad attempts to lure you into the theater, and the new social media cineastes who inspired them:
“@ohsnapitsgingee” seems to have disappeared from Twitter.