Why not release a statement 1/10 as long that succinctly boasts, “Listen, our movie rocks. It will stomp Iron Man. Just wait and see dudes…”? Or why not go for the brute psyche out, “Incredible Hulk smash all naysayers. Top 3 Comic Book Movie All Time“? More effective in my opinion. Over the past few weeks, EW attempted to lock down an interview with Edward Norton, star, screenwriter and producer of The Incredible Hulk, regarding snowballing online/industry buzz that his Marvel/Universal production may in fact be a turkey aka another Ang Lee’s The Hulk creatively and at the box office.
Rather than a one-on-one or a phoner, the mag received a proverbial studio-approved actor’s statement totaling 257 words that, while sincere, does not succeed at smashing fanboys “…but is it awesome?” doubts to satisfying, glowing bits. When it comes down to it, people want to know A) why this film is 100 times better than the previous one and B) that it’s one of the funnest flicks of the epic ‘08 summer. Here’s the entire thing…
“Like so many people I’ve loved the story of The Hulk since I was a kid, so it was thrilling when Marvel asked me to write and help produce an altogether new screen incarnation, as well as play Bruce Banner. I grew up reading Marvel Comics and always loved the mythic dimension and contemporary themes in the stories, and I’m proud of the script I wrote. In every phase of production, including the editing, working with Louis Leterrier has been wonderful…I’ve never had a better partner, and the collaboration with all the rest of the creative team has been terrific.
“Every good movie gets forged through collaboration, and different ideas among people who are all committed and respect the validity of each other’s opinions is the heart of filmmaking. Regrettably, our healthy process, which is and should be a private matter, was misrepresented publicly as a ‘dispute,’ seized on by people looking for a good story, and has been distorted to such a degree that it risks distracting from the film itself, which Marvel, Universal and I refuse to let happen.
“It has always been my firm conviction that films should speak for themselves and that knowing too much about how they are made diminishes the magic of watching them. All of us believe The Incredible Hulk will excite old fans and create new ones and be a huge hit…our focus has always been to deliver the Hulk that people have been waiting for and keep the worldwide love affair with the big green guy going strong.”
Discuss: Does Norton’s statement alleviate your concerns about The Incredible Hulk, if you have any? Is this the best way for an actor/screenwriter/producer to counter bad buzz this late in the game in your opinion? Why not release a short statement on YouTube that gets some laughs but makes the point loud and clear? How many of your friends are anticipating the Hulk reboot right now? I want green pie charts and 18-25 demos!
April 16th, 2008 at 10:41 am
Whoever’s in charge of the marketing for this movie is shitting the bed left, right and center.
April 16th, 2008 at 10:42 am
This was a very diplomatic release, and I’m gonna see it, but I won’t be in a rush. No way will this be top 3 all time…no way. One dark knight to rule them all.
April 16th, 2008 at 10:50 am
So the same guy who wrote the wordy, actionless statement also wrote the script? This does not bode well…
No, I was talking about this film this weekend and we were both like “why are they doing it again so soon after a sucky Hulk?” No buzz, plenty of doubt.
April 16th, 2008 at 11:02 am
I have a limited number of friends that are into comic movies like myself, so the only people I know who are looking forward to this movie are my brothers. Most of my other friends didn’t even know they were making a new Hulk and when I mention it in passing movie conversation I get a bit of a blank reaction. A couple of IM buddies aren’t too excited; especially after Ang Lee’s mess. I think the marketing definitely needs to step up. Get
the word out and create a little more buzz! This mild manner
statement is hardly enough. I respect Edward Norton, so I have
faith in this film. However, I can’t say I’m excited.
April 16th, 2008 at 11:12 am
Hunter, You sicken me.
Mr Norton said this was a “private matter” and I think we should all just respect his wishes. You heartless bastard.
April 16th, 2008 at 11:32 am
I don’t think this statement has anything to do with “the buzz”. Nobody gives a crap about the artistic differences that may have occurred during production, not really. We just want to know why this movie will not be a giant piece of turd like the last one.
April 16th, 2008 at 11:33 am
It looks like an average comic book adaptation like some of Marvels lesser know “hits” (e.g. Daredevil). Maybe it would do better coming out during another time frame. Summer’s a wee-bit too crowded.
April 16th, 2008 at 11:43 am
Addict sigh.
April 16th, 2008 at 11:45 am
I actually feel the same way as Ed. People were buggin’ on what little they saw with Speed Racer until about 2 trailers ago. Wait until the turkey’s done.
April 16th, 2008 at 11:50 am
all the marketing in the world is not going to help this film if it turns out that the CGI isnt any better than the first Hulk.
April 16th, 2008 at 11:51 am
I’m intrigued. I think the solid cast and Norton’s credit as a writer will elevate this above movies like Ghost Rider and Ghost Rider 2: All Saints Day
April 16th, 2008 at 12:01 pm
All Saints was a horrible band
April 16th, 2008 at 12:08 pm
I just think they (Marvel) just over-estimate interest in this particular character. Personally, I always thought the The Hulk was one of the most boring superheroes out there. Norton says he wants the movie to speak for itself, yet makes this statement. Not a good sign.
April 16th, 2008 at 12:25 pm
I mean, I think Norton makes a good point, which is: the movie will speak for itself. If ‘The Incredible Hulk’ turns out to be a sweet comic movie and is fun as hell, then the audiences will inevitably come.
April 16th, 2008 at 12:41 pm
They should have released the Hulk in Summer 09. There’s too much competition this year, especially with two big superhero films coming out with Batman & Iron Man. I predict Hulk will do ok, and have a solid opening weekend, then tail off. My guess is the 150-175 mil range.
April 16th, 2008 at 12:49 pm
the fact (and I say fact by actually knowing some facts) that the post production has been horribly mismanaged (14 hour days, 7day weeks anybody?) while perhaps ‘private business’ is also a good indicator of the eventual quality of the film…at least from the point of view of the VFX….which, lets face it, is a big part of this film.
April 16th, 2008 at 12:54 pm
The Hulk should be a cameo character in the next Iron Man film. The character isn’t going to be able to carry a feature film to the degree of success that Marvel, Edward Norton, and the producers want it to.
April 16th, 2008 at 1:02 pm
Ed’s right. I have faith in what he is saying. He’s never really made a bad movie, so I expect the same for Hulk.
April 16th, 2008 at 1:35 pm
Why not put a short statement on You Tube????? Are you an idiot??
April 16th, 2008 at 1:40 pm
@ charles
well that’s an arguable point…but even if it were true…Norton HAS NEVER been a part of a film of this size and complexity (and producer meddling)…there is way more going on in the Hulk than just writing some lines and some good actoring….
I’m expecting a Daredevil level film…not horrible, but not that good either - but I’m eager to be suprised…
April 16th, 2008 at 2:19 pm
I knew giving creative control to Norton (and using him as the lead) was a mistake. He’s too much of a serious actor to understand how to make a good action comic book movie. They made the same mistake with the first Hulk. They treid to create “art” instead of something entertaining.
There does look to be more action in this movie, but it just sort of looks like a professional wrestling match: two big brutes doing moves on each other. Thatll get boring real quick. And otherwise the tone seems dark and depressing. A Hulk movie should have bright colors and be exciting.
This looks like a bomb to me, especially after coming so close to the last one.
I really dislike Tim Roth too since I heard how he treated Charlton Heston on the set of Planet of the Apes.
April 16th, 2008 at 3:07 pm
“I really dislike Tim Roth too since I heard how he treated Charlton Heston on the set of Planet of the Apes.”
The internet.
April 16th, 2008 at 3:17 pm
It’s interesting that Marvel is releasing its first two films under its own umbrella in the same summer and that one has such positive buzz surrounding it and the other has this air of negativity. Who does that really come down to? Jon Favreau and Ed Norton? The complexity of the Hulk’s CGI and a, perhaps, rushed schedule to the point that Letterier himself apologized for the computer effects in the trailer? An internal see-saw marketing group at Marvel itself?
I think the thing that we’re learning here about comic book movies is that they are so fantastic in spectacle that we forget about the base element of all films and that is the character, or in this case, the actor. The things that makes Batman Begins, Spider-man, and X-men so good are Christian Bale, Tobey Maguire, and Hugh Jackman. So, when it comes down to these two films, Iron Man and The Incredible Hulk, is it crazy to think that the thing that is making one endure over the other is that Robert Downey Jr. is given a moment to shine in his initial trailer while Norton’s late trailer gives us nothing of his ability to bring his character to life. He’s undeniably talented as an actor, but Ed Norton always seems to come across as a jerk in real life, and that’s all we get here. That and what looks like two children’s toys bashing into each other by Norton’s omnipotent giant invisible hands.
I’m not terribly excited to see the Hulk come back to the theaters, but I’ll go if Stan Lee’s cameo happens during the end fight. A lone man just trying to catch a show at The Apollo when all hell breaks loose.
April 16th, 2008 at 3:59 pm
I’m looking forward to the film BUT Marvel has made huge misteps in the marketing of this film which may be too late to fix. However, Iron Man was handled wonderfully and should make a nice return despite a very competitive release date.
April 17th, 2008 at 8:47 am
Oh Hunter, if only they were as enlightened as you. . . . they would be able to kiss and kick ass at the same time. . .
April 17th, 2008 at 3:02 pm
I am not sold…I WILL see it…but at this point I am not convinced it will rock. PS-Are they going to fix the cgi?? That pic looks like the first Mortal Kombat arcade game! Abomination looks just like Goro!
Thanks!
S