I’m all for trying something new, but when you’ve got a film franchise like “REC,” certain expectations must be met. Perhaps his fictional virus finally got to him because the fact that writer-director Paco Plaza thinks he can suddenly do away with found footage and horror in the third installment is downright bizarre.
It’s Clara and Koldo’s (Leticia Dolera and Diego Martín) big day and their family and friends have all come out to see them get married. All is well until Uncle Victor (Emilio Mencheta) starts feeling under the weather. Soon thereafter, Uncle Victor stands on the balcony above the reception and falls over the railing only to rise again and start eating the other guests. Within minutes the party is overrun by the infected.
This portion of the story is everything franchise fans would hope it to be and more. The wedding spin makes for an excellent justification of the found footage technique, Koldo’s cousin, Adrián (Àlex Monner), primarily documenting the descent into chaos. And just like “REC” and “REC2,” the scenario is quite horrifying, creating the sensation that you’re right there alongside the attendees and trapped in this reception hall with the bloodthirsty. Unfortunately, once the stage is set, “REC 3” does a complete 180, not only ruining everything that was achieved in the opening meltdown, but severely spoiling the franchise.
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We may be approaching the dead of winter, but it’s already starting to heat up thanks to the onslaught of summer movie promotional material that arrived this week.
Arriving at the dawn of the summer season is the latest from Sacha Baron Cohen, The Dictator. Perhaps I got a bit too comfortable with his mockumentary-style filmmaking because this trailer makes the Borat and Brüno follow up feel more like You Don’t Mess with the Zohan than Baron Cohen’s usual hilariously absurd fair. But perhaps it has something to do with that ridiculous hair. Will Smith and Tommy Lee Jones return as Agent J and K in the third Men in Black on May 25th. The film’s first trailer is a pretty solid start to the promotional effort, the piece riding on the popularity of the originals, but then shifting gears and offering something new that also looks like a lot of fun. Who knew Josh Brolin looks so much like Jones?
Due out on June 8th, Prometheus is just starting to make a splash in the promotional department, first with a series of images and now with the film’s new poster. Sure, it’s fun to speculate now whether or not Prometheus really is the Alienprequel, but I’ve got this sinking feeling that even when the time comes to find out, we would have built it up far too much to care either way – unless the film is as good as Alien andAliens. G.I. Joe: Retaliation is set to close out the month of June and, according to this new trailer, with just as much action and adventure as the first film. After surprisingly having enjoyed the first movie, I’m a bit shocked I’m not really feeling the second’s trailer. Then again, when the promotional material for The Rise of Cobra came out, I never thought I’d like the full feature, so perhaps there’s a reverse effect going on here.
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Finally, a week resulting in a battle for the spots in the promotion department and not for the demotion slots! But before we get to those, here are the contenders that just missed out on promotion glory or demotion doom.
Let’s get the shoddy material out of the way first. Immortals better do away with that droning voiceover before the film’s release on 11-11-11 or it’ll scare away folks looking to avoid a history lesson. We don’t need anymore broad overviews like the one presented in this new TV spot. Give us a peek inside Theseus’ head! Footloose is having some trouble, too, delivering another clip suggesting the film will rock some wicked dance routines, but fall completely flat in the drama department.
On the brighter side of the past week’s marketing effort is the new red band trailer for The Thing. The piece packs a strong connection to the original while offering a few new thrills, keeping the tension high. J. Edgar isn’t really my type of piece, but there’s no denying that this film and star Leonardo DiCaprio have Oscar potential written all over them. The Awakening also gets a new trailer that tells a bit too much, but is intriguing enough to make you want to see the story play out in full.
The poster realm is rather sparse, but we did get a new one-sheet for the third installment of the Paranormal Activity franchise. It’s nothing special, but that’s only because the series has built up such a strong reputation, marketing effort techniques become givens. On the other hand, the poster for Another Happy Day is striking simply because we’ve never seen anything like this before. An upside-down silhouette of a person in a yellow tube is bound to make any passerby stop and wonder.
As the seasons come and go, so do promotional items. Here’s some that have the potential to stick with you even after the feature comes and goes – for better or worse.
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