MUD TRAILER:

The recent (and so far successful) effort by Matthew McConaughey to rehabilitate his reputation and develop his craft gained momentum this past weekend with the release of MUD, a coming of age story set in the Mississippi delta. A limited release (363 screens) the film did respectable, if not extraordinary, business. (2.2M for the weekend.)

On the official website, the film, co-starring Reese Witherspoon, Tye Sheridan and Sam Shepard, is described as follows: “an adventure about two boys, Ellis and his friend Neckbone, who find a man named Mud hiding out on an island in the Mississippi. Mud describes fantastic scenarios—he killed a man in Texas and vengeful bounty hunters are coming to get him. He says he is planning to meet and escape with the love of his life, Juniper, who is waiting for him in town. Skeptical but intrigued, Ellis and Neckbone agree to help him. It isn’t long until Mud’s visions come true and their small town is besieged by a beautiful girl with a line of bounty hunters in tow.”

While I’m not sure how a small town can be “besieged by a beautiful girl,” the short synopsis confirms much of what I gleaned from the trailer, which affirms the set up but withholds the likely resolution, suggesting that there is a thrilling mystery still to be encountered in the theater.

Thinking, vaguely, that I wanted to talk about editing in today’s post, I sought a trailer that moved slowly. And Mud does, for the first 85 seconds or so, only 44 edit choices are made, with shots allowed to breathe and dialogue to land. But then, the final minute, as is appropriate to the rising tension and increasing action, presents information at a much faster clip. In that sense, at least, the trailer follows the formula of a leisurely first act establishing the situation and characters. Set to a suspense-indicating string-heavy music cue, the first 30+ seconds prepares the revelation of the boy’s discovery–a boat in a tree and then the titular Mud (Mr. McConaughey), hiding out on an otherwise uninhabited delta island.

The second act, with a different cue and sunnier sensibility, traces the boy’s burgeoning entanglement with the charismatic outlaw, although the resonant bass note every few seconds reminds us to expect trouble. Then, as anticipated, the final act of the trailer arrives with a flourish of physical and gun violence, recriminations and rage, quickly and cross-cut to an insistent, galvanizing drumbeat. The trailer’s button returns to sepia tones and a calming image of the river flowing through the delta, with McConaughey’s husky comment characterizing what has transpired in the scenes just shown: “It’s a hell of a thing, isn’t it…A Hell of a thing,” he exhales, both deprecating and boasting as the title card appears and the trailer concludes.

While I don’t consider this a “problem trailer” or one especially resistant to interpretation, there are a couple of visual gestures that invite analysis. Do they just “look good” or do they also advance story, character or thematic development? I’m thinking in particular of the medium to long shot of a character–Mud in one; Juniper (Witherspoon) in another–in which a passing bus, truck or train car temporarily blocks our view and conceals the edit. It’s like a wipe done outside the lens (or processor), produced by the passage across the screen of a 40′ rectangle of metal.

In the first, Mud disappears behind the screen of the train car as if by magic, vanishing, out of sight, reach and danger. The v.o., significantly,has Mud saying, “a whole lot of folks are looking for me.” In the second, Juniper stands outside a second story motel room, as a bus passes between her and the camera. After its passage, she is now in closeup. A literal reading of the manifest content might conclude that Mud will become progressively less known or knowable (i.e. “see-able”) as the plot develops, whereas Juniper, earlier presented as “trouble” and “trash,” will surprise us (revealing herself and crucial information, too?) as the film progresses. Any readers who happen to have seen the film are cordially invited to kindly confirm or disprove this hypothesis.

The other editorial choice that leaves me wondering whether its merely cool or cool and also significant, is the smash zoom-out on cards in the final act. The first of these present review blurbs, with their authors and publications specified; the next ones are of the cast. All the copy appears against a milky-blue background. These inter-titles/cards are rhythmically interspersed, coming every other beat, starting with the camera/lens pressed up against the text which flies out and into frame with a percussive thump. A couple of these thumping zoom outs provide a match to action on screen. Juniper being thrown against a wall is repeated/echoed by the card plonking into place. But what of it? Editors are trained to cut on action. But is the relationship established by the match any more than visual cleverness? I’m not sure.

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PAIN & GAIN TRAILER: Marketing Fun in the Sun

Occasionally, I remember to celebrate– and not merely anatomize–trailers in this space, in imitation of my fan-boy/girl peers on other trailer-focused websites and blogs. As I watched and rewatched the official trailer for director (rather than producer only) Michael Bay’s first modestly-budgeted (35M) and non-Transformers‘ film since 2005’s Di Caprio dud, The Island, I thought to attend to the pleasures of the genre above all other analytical and assessment considerations.

So, here’s my paean to an enticing trailer for what is, in preview at least, a quality Hollywood entertainment with all the most important kinds of appeals to present, high-spot and market.

The trailer opens with Michael Bay’s website url, to my mind the single gratuitous or indulgent gesture, insofar as it claims premium placement without contributing anything special. But, the bold-faced Mr. Bay has, presumably, an ego to be massaged, and given his stature, name recognition and the production quality guaranteed by his reputation, front-ending the card (rather than its typical position after the title) can be excused.

With Bay, an audience expects to get spectacle and cinematic artistry and the visual evidence on display in the trailer justifies that anticipation. The editor has, it appears, lots of quality footage to choose from and work with. Whether the establishing shots of Miami (iconic images of sea and sun, the Fontainebleau Hotel and bikini-clad vixens, even a neon sign spelling it out) the slow-mo, panning and tracking shots, the quick-cut action sequences or the colors, composition and rhythm of the piece, the trailer promises South Beach glitz, muscled stars and swat teams, azure seas and sunburned skin in gorgeous saturated exposures.

With it’s dead pan opening V.O., by Mark Wahlberg: “My name is Tony Lugo and I believe in fitness,” (though whether mental, physical or moral is left deliciously unspecified) we discover that the film, based on a true story (almost always an advantage in the misadventure genre) has humor and not just eye-candy. Dwayne Johnson‘s character, Paul, a tatted ex-con whose ferocious appearance is belied by a choir-boy articulation and anxious sweetness of manner, plays against type and expectation, at least as presented in the key-art, where the film is positioned with swagger and macho-posturing.

Likewise, “DL” (Anthony Mackie) is yet another hapless, simple-minded, steroid-abusing fitness industry peon seduced into a criminally bad scheme by charismatic ring-leader, Wahlberg, an ambitious, credulous all-American dreamer. And, I should mention Rebel Wilson playing sexual predator in nurses (or medical assistant’s) clothing, working for a clinic that treats patients for the most personal of steroid-abuse problems.

Indeed, the film has real depth of talent. Besides those I’ve mentioned, there’s Tony Shalhoub as sleazy, dishonest businessman Victor, a training client who the three muscle-heads kidnap and rob. The always appealing Ed Harris plays professional and no-doubt, ruthless, fixer, ED, hired to reclaim Victor’s property and punish the audacious and greedy trio. And there’s Ken Jeong as a business-self-help guro and entrepreneurial motivation speaker whose happy fictions plant the corrupt seed that grows in Wahlberg’s febrile brain.

(Ok, ladies, this is clearly and self-consciously a boy’s buddy film. Yes, Bar Paly also appears, but apart from Rebel’s work in the trailer and the obligatory bikini-clad set decoration, the trailers is all about bros if not pros.)

So, the film has provenance, spectacle, stars, humor, story (i.e. a crazy but true, ill-starred caper that backfires spectacularly). It also appears to have gravitas and a message, indicated by the music choices of the trailer producers and the deadly violence that erupts during payback. It’s 1995 and the long, bull-market and rising economy of the 90’s is in full swing. South Beach is a boom town awash in money, drugs, beauty, sex, opportunity and temptation. It’s humid swamp brimming with greed and hope, innocence and experience, combined in unequal measure to produce an intoxicating, possibly lethal elixir.

This film, with its period authenticity and nostalgia–perhaps, even, sympathy for it’s clueless protagonists (viz: “I’ve seen a lot of movies Paul, I know what I’m doing” says Tony to Paul’s pertinent questions)– also appears to be a message movie, with lesson to be gleaned from the difficult experience of others. Is it a parable about easy money and hard consequences? A cautionary tale about steroid abuse? A send up of Floridian dreamers and schemers?

Probably. But it also looks like great fun in a gorgeous package. I hadn’t thought I’d enjoy the movie prior to watching the trailer. It’s on my “to see” list as of today. Good work, trailer makers and marketers.

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BOOK TRAILERS: Selling Words with Images Part I of ?

The book jacket & key-art for Last Call for Caviar, a novel by Melissa Roen

I’ve blogged before in this space about book trailers as an extension of the “preview of coming attraction” phenomenon into the world of publishing. Book trailers, as I’m frequently asked, are pretty much like what you’d think they’d be: audio-visual advertisements created for a print medium, combining story details, publication information, author information, marketing language (a call to action, for instance) and an attempt to provide a visual correlate to the plot, characters and thematics of the written word in order to promote, publicize and market a book.

In earlier posts, I wrote as a curious student of the practice. Now, I write from experience, having recently produced a book trailer and an author interview spot, for which I supplied (or collaborated in providing) the marketing analysis, proposal, budget(s), client interface & management, concept, copy (scripts), story-boarding, special-shoot production, editorial supervision, sound and graphic design and post-production/delivery.


[The Book Trailer!]

My client, the author, Melissa Roen, has just announced that her book, LAST CALL FOR CAVIAR, is at long last available for sale, and the website, featuring the two a/v pieces I produced, looks terrific.  (Shout out to Todd at ZD Design in San Diego, and to Melissa for her uncompromising vision, hard work and talent!)

It has been a salutary if challenging endeavor, one in which I was able to compare my theoretical understanding of the process and craft with the practicalities of creating a relevant, focused and compelling piece of a/v advertising within a limited budget, subject to constraints of time, talent and opportunity. I’m proud of what we (my team) were able to do and for that I have no better authority than the appreciation of my client, represented in full-payment for services provided and some fulsome words of praise.

In today’s post, first of a contemplated 2 -3 part discussion of the subject, I describe the experience and detail certain issues of mission critical importance that might not be immediately obvious. In the next installment, I plan to adduce a list of best practices, guidelines and steps to streamline and rationalize what is essentially a puzzle with infinite solutions, not all of them equal.

I was asked in November of 2012 to produce a “professional-quality” (meaning that it had production values and marketing sophistication comparable to a theatrical preview of coming attractions) trailer for an author who sought to publish her book with the promotional support that might normally be provided by a publishing house releasing a new manuscript by a best-selling author. The marketing, publicity and promotional elements she contemplated included a website, social media publicity, a book trailer (for Youtube, Vimeo and the website), an author interview spot and, eventually, a publicist to obtain print and broadcast coverage for the publication and its author.

Referring my client to a well-regarded San Diego based web designer and social media specialist for those elements of the campaign, I focused my energies on assembling a trailer-making team, including editor, storyboard artist, digital effects supervisor, cameraman, lighting technician, audio-capture artist, actor(s), location scout and composer. No, I didn’t have 10 collaborators. Some of us wore more than one hat, but the above list details the skill-sets required and exploited.

I claimed the role of producer, copywriter, account executive and creative director. My cameraman provided lighting and sound package along with his video-taping equipment. My director drove the special shoot concepting phase and re-worked the original storyboards to prepare for the shoot day.  My dear friend, the actor, Michelle Lombardo, came off extended maternity leave, to do me a huge favor, inhabiting the role of the novel’s lead character.

For her part– and I have come to realize that this is normal and appropriate– my client participated actively in every phase of the production, from storyboarding to the special shoot day, to stock footage and music selection, copy language, and overall conceptual vision. Whereas with a trailer, the films director and writer are often the last persons one wants involved in the marketing, considering how close and invested they are in the artistry, with a book trailer, the author is the client and her creative and commercial contributions cannot and should not be denied.   In this case, although 1/2 of the materials involved were specially created for the book trailer and the author interview spot, finding appropriate and affordable stock footage to flesh out the story was a critical part of pre-production and my client was tireless and extremely effective in this capacity.

As a production team, we worked “virtually,” by phone, email, dropbox and text, with the occasional face to face meeting, as well as “in-person” break out sessions for concepting and editorial supervision. Of course, the special shoot day brought most of us together for a 15 hour marathon of set-ups, rehearsals and multiple takes.

Concepting and script approval expanded into the three month process, a process initially scheduled for 6-8 weeks. In retrospect, this was understandable, since the approach and scope of the project developed organically as we came to appreciate what was necessary to accomplish our objectives While I had initially planned for a special shoot, we turned away from that intention and instead explored the idea of reducing the complexity and cost of the project by working exclusively with stock footage.

When that proved unlikely to result in an emotionally resonant, compelling and professional calibre piece of marketing (for reasons I hope to explore in a future post), we regrouped, reconcepted and rebudgeted in order to exploit the opportunity that the client’s sudden interest in an Author Interview spot allowed.

Now, not only could we obtain material for a couple of (or more) author interview spots to populate the website and introduce the author to her audience, but on the same day and with the same crew and equipment, we could capture footage to provide a narrative through- line for our book trailer and a character with whom potential readers could emotionally identify.

This decision represented both a mid-course correction and a creative breakthrough. Indeed, it was the solution to a creative challenge that may have been intractable. Although deciding to produce a day of shooting required another review and enlargement of the budget, it ultimately proved to be an efficient and essential use of scarce resources, which is always a consideration, whether the client is a multi-national corporation with a nine-figure feature budget or an client seeking to market a first novel or independent film.

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movietrailers101 by Fred Greene is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License

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