July
22nd , 2003: The
Marketing Moves Of New Line
a Beyond the Shire report by Michelle
Laundhardt
About
a month or two ago I recall reading a report that New Line would
ask Jackson to deliver Return of the King a month early for Oscar
screening purposes – and I wanted to consider the validity of this
report alongside some comments that the trailer was not released
due to unfinished effects. (My apologies I do not have a link to
the article in question) For
starters we all know by now that the Oscars have been moved up a
month, pushing studios to begin their campaigns before the regular
December glut, as seen in the past. It would make sense then that
New Line would want to screen the film for consideration a month
early, especially given that other contenders moved their release
dates to November while ROTK was fixed at December.
On
the other hand we all know what a crunch post-production will be
on this film and it would be a difficult request for the crew to
fulfill, given that ROTK is going to be the biggest FX burden of
the trilogy. It would make just as much sense to figure that ROTK
will go up to the wire.
Now
consider the rumors that the trailer was not produced because the
FX for King were not near enough to completion. And in light of
this I want to raise a few points. Personally I believe the ‘unfinished
FX’ theory to be false. New Line wants the Oscar and they don’t
want to saturate the market. We’ve had two straight years of Rings
everywhere and they don’t want us to be sick of it right when awards
time comes near. Smart move. Also gets us to buy the theatrical
DVD. But here are the points:
-
Jackson has had the MOST time to be working on this film – it’s
been in the can for three years. Three years of time to edit and
shoot miniatures and run trials on animations and designs.
-
Jackson has had a rough cut of this film longer than any of the
previous two. There were reports of the cast seeing rough cuts
as early as February. Jackson said last November before TTT even
debuted that he had a fine cut of Towers and a rough cut of ROTK.
Who knows how long he’s been editing.
-
For TTT there were issues redesigning Gollum, problems animating
the Ents – but for ROTK the ground work on these creatures is
already done – the team won’t get hung up on the design and early
technique of animation, they already know how to do it. Same with
MASSIVE. They’ve done Last Alliance and Helm’s Deep – so while
Pelennor is a WHOLE different story in terms of size, at least
WETA has experience under their belt – there shouldn’t be snags.
-
Jackson has only this film to work on now. 2/3 of the trilogy
is already done and over with. The team can now devote all of
their resources to JUST worry about this film. Even during Fellowship
and Towers we know there was some attention being paid to working
on all three films simultaneously (though yes almost all resources
were given to the film currently being worked on). I would think
this would be a huge relief for Jackson as far as concentration
and attention goes.
-
And in that light we have had numerous reports from PJ saying
that ROTK is going very well, he loves editing it, the last of
the trilogy is his favorite, and everything is running smoothly.
Whereas with Towers there were quite a few issues and frustrations
had with the big Gollum redesign and the Ent animation.
-
Now consider that we We know that New Line brass flew to NZ last
November for a final screening of Towers (Entertainment Weekly
article said Jackson delayed that screening over some dispute
with NL –but the important issue is that the film was fairly complete
in early NOV). I also recall reading sometime in November that
WETA crew had turned in the final effects for Towers. Seems reasonable
given that prints and distribution does take some time.
- Now
consider that we saw a FOTR teaser in May/June 2001 with solid
FX – Moria, Eye of Sauron, looked good to me. TTT added footage
in March/April 2002 had Helm’s Deep FX shots and that famous Gollum
shot creeping down the cliff face.
So
I would have to say that in light of the way things are going for
the post-production team with ROTK, the film SHOULD be MORE finished
at this stage in July than the previous two were at the same time
of the year. And given those points I would have to think that if
Jackson came up with a 4-minute preview of TTT in March/April of
2002, he should easily be able to make a teaser in July for ROTK
– especially since he obviously has the DVD preview of ROTK done
now. It’s going to be screened at Comic-con in a matter of days,
and if the DVD will be in stores in a month, that preview must have
been assembled some time ago.
So – the teaser was NOT not released because of unfinished FX –
it’s a marketing move all the way. … but that brings us to my original
question. It seems perfectly reasonable to think that New Line would
ask for this film to be delivered a month early to meet the early
awards season needs. I don’t think ROTK will go to the wire. That
raises several issues, including the horror that would be if ROTK
pirated prints started hitting the net weeks before the movie opened…
wonder how that would affect the promotion of the film.
The
above opinions, essays and articles do not necessarily reflect
that of The New York Tolkien, its staff, members nor its affiliates.
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