LESSON #1: PERCEIVED RECORDS AND DISTINCTIONS MAKE PEOPLE GREEDY— The corporate greed monster of Disney strikes again with a blatant turnaround re-release of Avengers: Endgame. The goal of tacking on “new footage,” a tribute reel, and an end credits scene is to get the blockbuster over the final $50 million hump between its gross and the Avatar’s cumulative worldwide record of $2.788 billion. Apparently, there’s shame for being in second place so bad they have to employ cheap double-dip tactics. It will work, but it will also take screens away from other smaller movies that deserve more attention and chances. In my eyes, and I’ve taken this stump in this column before, this remains a hollow and fake victory fueled by inflation and high ticket prices. Avengers: Endgame remains outside of the Top 15 in both inflation-adjusted gross and, the best and most universal indicator of all, total ticket sales. Wake me up when it catches anything in that Top 5 or even the Top 10.
LESSON #2: DON’T TAKE A MOVIE AWAY FROM A CAPABLE DIRECTOR— A week after its disappointing debut at the box office, word on creative strife behind the scenes of Men in Black: International is coming to light. Clashes of story direction and final cut between veteran producer Walter Parkes and hired and extremely capable director F. Gary Gray nearly caused Gray to leave the project. Gray touted something edgier and Parkes’ sillier affair won final cut. This is explains a great deal as to why this movie looks way off and feels discombobulated, even by MiB standards. Sony, you’ve made these screwups before (and it sounds like you’re doing them again with Bond 25). Trust the talent you hire and let them do their thing.
LESSON #3: DON’T PAY THE SAME GUY TO SCREW UP TWICE— There are many things wrong with Fox’s X-Men “culmination” movie Dark Phoenix, and just about every one of them can leveled to the writer/director Simon Kinburg, who was respectful enough to take responsibility. Once the powers-that-be announced that the X-Men: Apocalypse sequel was going to tackle the “Phoenix/Dark Phoenix” for a second time after Brett Ratner’s reviled X-Men: The Last Stand, they had to know the scrutiny was coming. If you’re actually trying for renewed success, you don’t hire the same writer who made the first dumpster fire and then also give him the power to direct. I get familiarity and I get that Bryan Singer is radioactive to employ, but go find an actual upgrade for your $200 million tentpole and franchise swan song.
LESSON #4: THE FEELINGS OF FATIGUE AND BLANDNESS FOR BLOCKBUSTERS ARE REAL— I know Toy Story 4 is fail-proof this weekend from this lesson, but, other than April’s Avengers: Endgame, this has been a rough spring and summer for blockbusters. I read two articles this week that tackled this issue in different ways. Medium.com writer Samuel Lenz poses the question of franchise fatigue of bland blockbusters. IndieWire’s Tom Brueggemann went deeper into the collapse to cite size, frequency, the loss of MoviePass, streaming preferences, and higher quality TV options. I think both together encapsulate the majority of the factors we’re seeing. The top reason to me is quality. These have been bland movie offerings. Better movies get better audiences and returns. Better movies with verified must-see buzz climb over other entertainment options an open wallets. It will always start with quality.
LESSON #5: IT WILL ALWAYS BE ABOUT PRICE POINT— The posturing of the streaming wars continue with WarnerMedia announcing the proposed price of its upcoming streaming service. The sticker of $16-17 monthly would include HBO (which is $15 by itself currently), Cinemax, and the sizable WB library of content. That may be a fair price on paper, but in the eyes of customers, that’s more than double Disney Plus and higher than Netflix, Hulu, and even Apple. Other than hardcore HBO fans and folks that miss the WB bulk that used to be backbone of the closing Turner Classic Movies, people aren’t going to bite for this. Now, if that $16 included Warner’s current standalone DC Entertainment as a match to all the Marvel stuff under the Disney Plus umbrella, the temptation and value would be closer.
LESSON #6: APPLE WANTS TO BE AN OSCAR PLAYER—Many in the industry watched with impressiveness at Netflix’s Oscar campaigns for Roma and The Ballad of Buster Scruggs. They have broken the glass ceiling and Apple is looking to follow. News broke this week of their strategy to produce and back six modestly-budgeted films a year as sponsored Oscar hopefuls. This plan is independent from a recent multi-year agreement between Apple and indie darling A24 to make multiple features together, but you have to think that collaboration is a perfect source for this goal. Watch out, folks. Fine apple wine is coming.
DON SHANAHAN is a Chicago-based and Rotten Tomatoes-approved film critic writing on his website Every Movie Has a Lesson. His movie review work is also published on 25YL (25 Years Later) and also on Medium.com for the MovieTime Guru publication. As an educator by day, Don writes his movie reviews with life lessons in mind, from the serious to the farcical. He is a proud director and one of the founders of the Chicago Independent Film Critics Circle and a member of the nationally-recognized Online Film Critics Society. As a contributor here on Feelin’ Film now for over two years, he’s going to expand those lessons to current movie news and trends while chipping in with guest spots and co-hosting duties, including the previous “Connecting with Classics” podcasts. Find “Every Movie Has a Lesson” on Facebook, Twitter, and Medium to follow his work. (#104)