The news that advertisers want to invest more to create "in-theater pre-shows" -- or long-form commercials that moviegoers are forced to sit through after paying for a movie ticket -- sounds like a bad thing. But hey - maybe not, if it generates paying jobs for clever new filmmakers and storytellers. Advertising Age reports on the trend toward the two- and three-minute spots. And here's the YouTube video of Kraft's undeniably delightful first effort, Alien Field Trip, in which fifth-graders are convinced that they're meeting extra-terrestrials. Still, this spot works because the kids fall for it - their innocence enchants us. Is this kind of charm and surprise repeatable? Not so sure.
When people muse that the indie sector is in "a state of transition," it tends to sound crashingly famliiar; still, Variety's Leo Barraclough surveys Cannes-bound execs across the pond on what they're looking for and why "arthouse is a dangerous term."
With Josh Brolin (with a hideous scar) and Michael Fassbender on hand, hope springs eternal that DC comics western Jonah Hex will come out OK, even though Warners/Legendary had to do extensive reshoots and bring in "consultant" Frances Lawrence to help out rookie live-action director Jimmy Hayward (Horton Hears a Who!). The movie was pushed up to summer prime-time--June 18-- from its original August 6 date, which is usually a sign of strength, not weakness.
Check out the just-released trailer: