For a couple weeks now it was rumored that 20th Century Fox had made the decision to not screen M Night Shyamalan’s The Happening to press after a bad review leaked onto the internet last month. And as you probably know, when studios decide not to screen a movie for the press, it’s usually for good reason.
But as it turns out, Fox has decided to screen the movie for press after all. Studios usually hold WOM screenings (or Word of Mouth Screenings) for the popcorn movies before release. It is typical for movie critics to see the film at these type of screenings. I think the general thinking is that a theater packed with the exact target demographic usually leads to a better theater experience (ie a comedy audience laughs more at more jokes, a horror audience jumps more at scares…etc), which in turn might be likely to influence the invited press also in attendance.
Instead, my local screening of The Happening is being held in a small private screening room, which is very odd for this type of film. Also, I’m not allowed to even bring a guest (another change from standard operating procedure). And I’ve heard the same from friends in other territories, so it appears to be a direct order for Fox themselves. Clarification: The reason I mention this is not that I’m bitter that I can’t bring a guest… 95% of the time I don’t even exercise the option. If I were to read between the lines, I would say that Fox wants invited members of the press, and ONLY invited members of press to screen the film early. Not allowing press to bring a friend or family member means one potentially less negative review on the web the next day.
Even New York Post’s Lou Lumenick notes an unusual addendum to the invite which warns against blogging: “Please keep in mind that reviews cannot post (online blogs included) or run until opening day, June 13th.” Is M Night really afraid of blogs? Is that why no one other than invited press is allowed to screen the film?
It should be noted that even though we are technically a blog, we always hold our reviews of a film until opening day (unless otherwise approved by a national publicist). The note above that Lou mentions is not directed at sites like us, per say (as we follow embargo rules), it is directed at movie critics with personal blogs.
June 4th, 2008 at 12:26 pm
Not that locked down for us, in a nice theater and open to having one guest.
Who knows though, maybe Baltimore isn’t large enough of a city to count :-)
June 4th, 2008 at 12:27 pm
I would be scared of blogs too because the movie is going to suck and everyone is going to be blogging it.
June 4th, 2008 at 12:27 pm
Reviews ABSOLUTELY must be held until opening day, Friday, June 13th.
This will be the only screening for the film.
This is always attached though to every invite we get. Unless we are told otherwise.
June 4th, 2008 at 12:30 pm
I don’t think this has to do with blogs specifically. Blogs should fall under the same “rules” as newspaper reviews and the like. I think they just want to remind some rogue reviewers of this. Guys like Poland & Wells (who I enjoy reading) do this all of the time. They don’t review a movie per se - they tease. The same is happening on twitter as well…
June 4th, 2008 at 12:35 pm
No guests in NYC and they mentioned the embargo three times in the email. BUT they are doing a press conf. and 1:1s. Funny thing is, Variety will still run their review of Happening on Monday or Tuesday.
June 4th, 2008 at 12:45 pm
I honestly think that M. Night came across this short film I made a while ago.
you can see it on my site here: http://havaha.com/view.php?id=14
or find it on You Tube here: http://www.youtube.com/watch?v=zt-rgDq8cF8
give it a chance, watch it from start to finish. I honestly find quite a few similarities.
June 4th, 2008 at 12:45 pm
M Night Shyamalan’s hasn’t done a good film for me because of the ending that he creates in the films and in this one, the ending isn’t like the other endings then this is just the start of the end for him
June 4th, 2008 at 12:46 pm
I would think that M Night is more worried about spoilers getting out.
June 4th, 2008 at 12:50 pm
Pete. The one problem I think you have is getting bent out of shape everytime you don’t get invited to a screening. But this time you’re bummed that you can’t bring a friend.
I admit, your blog is cool, but I don’t agree that bloggers should be universally admitted to review films. You let one in. . . .
And then the bloggers whine that the industry is just “afraid” of bloggers. Maybe they are “afraid” about how many of you exist and how some bloggers are just selfish jerks without being objective.
June 4th, 2008 at 12:58 pm
Can you blame them? When pictures of defaced movie posters showcasing the word “Penis” is found hilarious on this site?
I mean I’m sure some bloggers are going to get in. But I can see why the gates won’t be open for everyone.
June 4th, 2008 at 1:00 pm
Kestrel: I’m not bummed out at all. In fact, I almost never use my “bring a guest option”. I’m not sure if Its the way I wrote the article or if you’re reading something into it that isn’t there, but my reason for pointing that out is that Fox doesn’t want ANYONE other than press at the screenings… that includes friends or family who might have blogs, and might spread negative advance buzz…
June 4th, 2008 at 1:11 pm
I think some are missing the point. Fox is not worried about blogs like /Film (at least in this specific case). We abide by their embargo guidelines. They are worried about personal blogs of movie critics…
June 4th, 2008 at 1:12 pm
Maybe the studios don’t want people announcing how incredibly stupid “the happening” in The Happening really is. Even though it plays a pivotal part of the film and isn’t a twist, they sure have gone out of their way to keep it secret.
June 4th, 2008 at 1:15 pm
Ummm….
Isn’t it internet geek (M. Night haters) common knowledge that this movie going to suck? I mean, why even go to the press screening? One interview a couple weeks back said it sucked right? Why even waste your time?
Can we get back to talking about bad CGI in the Hulk, guy attendence at Sex in the City, Twilight drooling, Seth Rogan petting, and the eventual downfall of film in general.
MUCH more entertaining.
June 4th, 2008 at 2:08 pm
Ohh Ohhhhh. Not a good sign that they were going to sneak it out to theaters. Now they are going to get bad word of mouth if the previews are any indication.
This, I predict will be the second bomb of the Summer, after Speed Racer, unless teens take their dates but doesn’t seem likely.
June 4th, 2008 at 2:16 pm
i cannot express how bad i want this movie to be good. i gotta feeling i’m in for a letdown though…
June 4th, 2008 at 2:23 pm
@ Mikey M:
Previews? There’s on one REview I’ve heard of so far and it was pretty bad.
Second bomb of the summer? Usually when a movie “bombs” it has nothing to do with how good a movie is but instead has more to do with how much money it makes. The previews have held their own. Most people I talk to will be watching it.
I’ll check it out on the less expensive Saturday matinee. I’m hoping it will be good, but if anything it should have some pretty creepy parts.
Regardless, can we not bury M. Night yet. I mean the movie hasn’t even screened for the press yet!
June 4th, 2008 at 2:25 pm
Night can’t win at this point. If he doesn’t make a film with a twist ending, people talk trash. If he tries to make something different from everyone else, people talk trash. I don’t blame them for not wanting to screen the film. It seems the film viewing public would rather be spoon fed the same crap over and over rather than give someone like Night the credit that he is due for stepping outside the box.
If you don’t like his films, don’t watch them. Go back to watching the same junk that gets reincarnated every summer film season.
DP
June 4th, 2008 at 3:11 pm
This film could be decent…but I’m not going.
(I will at least read the reviews.) I’ve heard a lot about the script and I don’t see how this is going to bring in the crowds unless there’s some type of twist ending and or positive WOM.
Possible Spoilers.
From the look of the trailer were going to follow a couple as they run for their lives, as everyone around them kills themselves with whatevers lying around. (Sound like a good time?, chick flick?, episode of 24?).
The ending………….?
Aliens, government bio-war, Bird Flu pandemic, or just the rumored plants?? Who knows.
Sounds really tierd/boring to me…
I do think this will prob have a good opening weekend.
June 4th, 2008 at 3:13 pm
Night revealed on the film’s website what the movie is about, how there is no twist, how the movie ends, and where “The Happening” comes from. It’s fucking bullshit to tell everyone about your film on your own website but then again nobody can talk about it until the day it comes out.
This movie will be a 5/10 but will make $35 million opening weekend. Hulk will make $20 million. The next weekend things will change as people who went with Night will go see The Hulk as it makes another $18 million and Happening makes 10 cents.
June 4th, 2008 at 3:14 pm
BTW, I’m a HUGE Night fan. Huge. But after reading about pretty much his entire movie from the man himself I will not pay to see this.
But my other post was better.^^^^^^
June 4th, 2008 at 3:25 pm
If they made a good film, they shouldnt be afraid of anyones review. unless the person is a tard and they didnt even see it and base it on trailers.. Im thinking that M night is more concerned with spoilers and stuff, and i know how he feels. I hate having a movie ruined with spoilers, and i would hate it more if it was my movie. Hopefully The Penis is good and doesnt disappoint.
June 4th, 2008 at 6:04 pm
I saw the movie. In my country , Fox screened the movie for journalists a couple of weeks ago because M Night Shyamalan was going to promote the movie.
The weird thing is after the screening, Fox people choose some of us and we had to write a little review about the movie because Shyamalan said so and wanted to know our opinion.
I liked the movie, in fact, i really enjoyed the movie. It´s scary, it´s brutal, it´s really well directed and it´s terribly sad. The best thing about The Happening is that have a very simple and direct script. No bullshit like in The Lady in the Water and The Village.
It´s very sad that he is totally obsessed with the critics, becaus is a very talented filmaker.
June 5th, 2008 at 1:32 pm
Philly critics are only getting to see it the evening before it opens at 9 pm! This does not bode well.
I’m trying not to be disappointed as I read the script and liked it, but this scheduling does not induce confidence. (Granted, if the only decided to screen it at the last minute, it might just be a case of that being the only time a screen is available.)