So the current zeitgeist has caused even me to descend to the depths of politics. Here, I explain the problem with the debate over regulations, which is that ugly word “regulations.” In fact, government regulations are meant to safeguard and protect the public. So, instead of bemoaning having to follow instructions, be thankful that your safety is a concern of our elected officials. Well, some of them. #resist
Firstly, this is not an anti-Wonder Woman rant. I like Wonder Woman just fine. Nor an anti-feminist rant. “I’m With Her,” and all that. Oh, it is a rant, to be sure. A rant about bullshit marketing. Which, I know, too easy, but still…
As the picture above indicates, this is a rant about the movie Batman v Superman, which I am on record here as despising. As crass and inhuman as that film is, not surprisingly, so, too, is the marketing a cynical ploy. Which, again, a redundant and easy complaint about marketing, but fight we must.
My ire is raised because for some reason Wonder Woman is given front-and-center position on the Blu-ray and on the store rack. Remember, the movie is titled (foolishly) Batman v Superman: Dawn of Justice, not Wonder Woman and Batman and Superman: Some Kind of Insane Three-Way. Of course, that movie I would watch, at least for a while. Wonder Woman, portrayed with universally-praised panache by Gal Gadot, was only in the two-and-a-half hour slogfest for a total of seven minutes. Seven minutes! A credit to the actress that she can command such reviews from so little screen time. And a discredit to the rest of the film that a bit player can steal the show, which remember features two of the most iconic characters in the history of the world.
The reason Wonder Woman was in the film, and the only reason she is heavily featured on all the packaging and posters, is that Warner Bros. is also making a Wonder Woman film. Probably several. It’s cross-promotion, don’t you know.
But it’s so blatant, so in-your-face, so shameless, that it just defeats its own purpose. What the campaign is saying is, “Hey, you didn’t really like this movie, but you did like this one character, so here you go, she’s in the movie, remember? Please buy this disc because there might be more of her on the DVD extras.”
Sticking your IP into everything just because you can is a filthy business.
If this is your best play, Warner Bros., why not go all the way. Warners is also making another Ben Affleck film, The Accountant. Let’s add Wonder Woman to that. Here’s the synopsis, wherein Affleck plays
“a math savant with more affinity for numbers than people. Behind the cover of a small-town CPA office, he works as a freelance accountant for some of the world’s most dangerous criminal organizations. With the Treasury Department’s Crime Enforcement Division, run by Ray King (J.K. Simmons), starting to close in, Christian takes on a legitimate client: a state-of-the-art robotics company where an accounting clerk (Anna Kendrick) has discovered a discrepancy involving millions of dollars. But as Christian uncooks the books and gets closer to the truth, it is the body count that starts to rise.”
Could probably use Diana Prince and her invisible plane, right?
But why stop there? Let’s add Wonder Woman (or Batman, or Superman, or the Flash, or…) to other upcoming Warner Bros. features!
Warners is making a new Tomb Raider. Another Scooby Doo. Another Jungle Book. Another King Kong movie, Kong: Skull Island. Yet another Godzilla movie, and a King Kong vs Godzilla movie!
Wonder Woman vs. Lara Croft on Skull Island: Dawn of Mowgli. A Scooby Doo Adventure!
Jeez. I take it all back. Warner Bros. should just stop making movies.
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.
People, we have reached Peak Bullshit. I present to you this package of Jack Link’s Small Batch Handcrafted* Beef Jerky.
Several things about that: One, “small batch.” Along with “artisinal,” a term of increasing ubiquity and decreasing meaning, if any there ever was. For instance, an entire shopping rack of something professing to be of limited quantity found prominently displayed in one of the largest grocery chains in the country seems a bit of a stretch vis-a-vis small batchness. Further calling this notion of limited availability into question, the company, Jack Links, claims to be the “leading U.S. meat snack brand.” And you know how Americans love their meat snacks. Small batches will just not do.
But “handcrafted”? Before one pictures a lone yet rugged country farm hand tenderly stroking and pulling his sweet tendrils of beef flesh (or whatever; I’ve just made myself ill), please note the asterisk. Which is to say, the product immediately runs away from its own ad claim. However, trying to find the companion asterisk for the expected disclaimer proved suspiciously difficult. But when it was finally found — in nearly invisible ink almost off the package — there was only more confusion: “*Authentically prepared and hand selected.”
What the what? How does one claim relate to the other? An asterisk traditionally means to look for more information or a caveat. Aren’t all foods, nay, all products, authentically prepared? What does authenticity mean when we’re talking about beef jerky? Or is hand selection what qualifies the handcraft boast? Is to merely select something to also craft it? Meaning, somewhere in the factory a hand was involved? Pulled a lever, pointed a finger, flipped a bird? Who knows? Again, picture that lone, loving farm boy craftsman surrounded by his cherished shards of meat. Ah, can you smell the America?
And teriyaki flavor? Jack Links corporate PR says this small handcrafted batch “celebrates the brand’s rich heritage.” The company was founded in the north woods of Wisconsin in the 1880s, while Japan was barely coming out of its seclusion. Where, please, is this longstanding Wisconsin/Japanese flavored-jerky tradition? I’m generally a fan of the teriyaki, but this jerky flavor, however achieved, was not entirely apparent.
But is there really a market for upscale beef jerky? Or, to put it in the current lingo: Are there opportunities in the jerky space?
Perhaps so. My cat likes it.
My Saturday morning breakfast ritual is to turn to the Free for All page in the back of the A section of the Washington Post and fill up on righteous indignation along with my English muffins. Free for All is an entire newspaper page devoted to letters to the editor, almost all of them ranting about the many failures of the daily paper. I call it the Grumpy Old Man page, though women are equally represented among the aggrieved.
As a grumpy old man, my name has appeared on the Free For All page with sad regularity. I rose to defend the honor of Alfred E Neuman, nit-picked sloppy illustration for a design story in the Local Living section, and complained about bicycle regulations, among other vitally important issues. That level of pedantry is not out of place on Free for All. Basically, the editors are damned if they do and damned if they don’t on any and every topic.
Thus, I am something of an expert at spotting what will get a rise out of Post readers. One of the most common types of Free for All letter is the complaint about what does or doesn’t appear on A1. In this inaugural post for the series, I will predict next week’s Free for All. You will surely be reading something along the lines of this:
What possessed you to waste precious space on the front page of the newspaper with what is for all intents and purposes an advertisement for a Hollywood movie? [“For real-life Alexander, the days are pretty good,” A1, Oct. 11.] Even to the point of using not one but two stills from the film as illustration!
How very nice for Alexander Viorst that his mother wrote a book about him (Alexander and the Terrible, Horrible, No Good, Very Bad Day), and that it has now been turned into a big-budget Steve Carell movie. But such stories, if they must appear at all, should be relegated to the Style section and not the front page of what used to be a great national newspaper.
Grumpy Old Man, Silver Spring
P.S.: You also misspelled the name of the movie’s co-star. It is Jennifer Garner, not Gardner. She is the wife of Ben Affleck, Mrs. Batman, for heaven’s sake!