Sunday Afternoon I was screwing around on IMDB's
Message Boards waiting for my PC to finish a virus scan so I could get back to some Major League screwing around.
As luck would have it I got a lesson in the utter capriciousness of Buzz. In this case, Internet Buzz. One day you are riding high on the a "Snakes on a Plane" Buzz and the next thing you know you are smoking Uwe Boll's crack.
"Silent Hill" has gotten a fair amount of Internet Buzz in the last six months. The punchline being that "Silent Hill" may be the first video game to movie translation that does not suck outright. In other words, suck because it is a video game to movie translation. In part because -- unlike "DOOM" and "Alone in the Dark" -- "Silent Hill" was getting a Real Director, Christophe Gans ("Brotherhood of the Wolf"), and a Real Screenwriter, Roger Avary (the other guy who happened to co-write "Pulp Fiction").
I got to admit I even sipped at the "Silent Hill" Kool-Aid. No, not a maniac "Silent Hill" fan. I don't think I've even played all the way through one of the four games. Why did I hoist the Sippy cup of marketing Kool-Aid? The
trailer looked pretty cool.
Considering I actually know the logic behind a Trailer and how a movie Trailer is basically a sucker punch 99.9% of the time for the audience I shouldn't have caught onto the Buzz. But I did. Even I'm a sucker for something that looks "COOL" sometimes.
So there I was posting responses, flipping through other topics on Silent Hill's
IMDB Board, and then all of a sudden someone grabbed the meaty part of our collective Thigh and jammed a syringe of Logic into our Buzz-Infected blood stream.
The topic appeared mundane enough:
"Critics Reviewing It Before Release or Not". The usual couple of responses to this post featuring the typical wild speculation, and then the Bomb (ironically posted by "Dynamite Headdy") that, no, "Silent Hill" would not be screened for Critics.
In part from
Filmforce.ign.com:
Well Jesse, I'm pretty much in agreement with you. I'm looking forward to Silent Hill and think Gans is the right man to direct it. I got a good impression from visiting the set and the early footage I've seen looks good. On the other hand, Screen Gems recently cancelled the junket claiming that the cast and director were unavailable. They've also cancelled all early screenings of the film. This is generally a pretty bad sign and an indication that people aren't liking the film. Fingers crossed that I'm wrong, I suppose. UH-OH.
You know what happens when movies are not screened for critics. Don't pretend you don't. Remember
"Scooby-Doo" and
"Garfield"? Neither do I. Do you remember reading reviews for "Scooby Doo" and "Garfield"? Neither do I.
Not previewing your film for the critics is a sign of weakness. Not just a little chink in the Marketing Armor. But a big I Just Brokedown in Tears at My Daughter's Wedding Infront of My Mafia Pals and the Federal Marshall sign of weakness.
And, unless you think films like "Underworld: Evolution" are the pinnacle of artistic achievement, not screening a film for the critics pretty much assures the audience that that film will SUCK.
So where does that leave "Silent Hill"?
That single lonely thread grew and grew and grew in nuclear meltdown proportions spreading the antidote of Buzz throughout the body of one internet community. The desperate longings of Silent Hill fanboys clutching the CD jewel case of their favorite game to their chest, rocking back and forth, eyes clamped shut with doughy tears begging for reassurance that their beloved game hadn't been butchered into yet another toss-away horror flick. None came.
Then the word that had never been uttered on the "Silent Hill" message board outside of the Random Troll:
SUCK. As in does this mean it {Silent Hill) will Suck? From that moment on any hope of a counter-revolutionary Buzz was destroyed. The casual fan were now left wondering if this Cool Appearing Film could indeed, and the fanboys were left making excuses and taking potshots at
Roger Ebert.
Yeah. A lot of people may still see "Silent Hill" and "Silent Hill" may make back its $50 million dollar estimated budget. But that elusive quality of Buzz, of Must-See, of enthusiasm bordering on hysteria? Gone. Ceasing to be Cool.
No wonder the traditional marketing departments at the major Studios are hopelessly confused. They are faced with at anytime a culture phenomena jumping the shark into the pool of mediocrity. All the time sitting back in Areon chairs going, What Did We Do Wrong?
Keep it Sexy, America.