For as long as we have had cinema as an art-form, we have had the experience of watching movies.  It’s very existence calls for us the audience to make ourselves comfortable and observe that art for an extended period of time, and most commonly, with other people.  Cinema is a communal experience like few others, and that experience calls for the right kind of amenities to compliment it.  While the mechanics of making movies has evolved over the years, so has the business of presenting film as well.  After production is completed, the business of presentation takes over and within it comes a whole other field of innovations and changes.  The movie theater business has a fascinating history all it’s own, and it’s one that I myself am familiar with personally.  I worked for 4 1/5 years in a movie theater while putting myself through college, and it gave me a great insight into the daily functions of how a movie theater does business.  The theater was Cinemark 17 in Springfield, Oregon and in those several years I worked there, I found myself working in every possible department, apart from management.  I worked concessions, I cleaned up each theater as an usher, sold tickets at the box office, greeted people in the lobby as I tore their tickets, and even ran the projectors in the booth upstairs.  It was a multi-faceted job that opened me up to many different skills, but what I took away most from my experience there was the insight into what made the movie-going experience special.  Our job was to ensure that the audience had the best viewing experience possible and that it would ensure their repeat business in the future; a not uncommon goal for most businesses, but with the industry of film-making and presentation, it is all about ensuring that a day at the movies is the best option available to the audience.

When you look back at the history of the movie theater business, you see an industry that is constantly in change due to the changing forces of the market.  In the early days, movie theaters were as essential to cinema as anything else.  The only way you could watch a movie in the first couple decades was by going to your town’s local movie theater and paying for a ticket.  Movies were celebrated as much as live events back in those days, and the theater business likewise treated it as such.  The first theaters created specifically for film were elaborate auditoriums that mimicked the aesthetic of the great music halls of the era.  These were meant to be monuments to the artistry of film, and that’s why they were often given the name, “movie palaces.”  Even small town theaters aped the majesty of these early theaters, and some of those are what you still find today.  Competition from television forced a change in cinema though, and thus we saw the era of gimmicks in the movie theater business.  This was the era of 3-D, Widescreen, and Smell-O-Vision, as theaters were trying anything to appeal to audiences, reminding them that there were experiences still that they would only find in a movie theater. The era of the blockbuster changed cinema once again, as it became clear that single screen “movie palaces” were not enough to contain the growing business of Hollywood.  So, the multiplex came into existence; one singular building containing multiple screens which could show several movies all at one time.  For a while, multiplexes were able to sustain audience interest in a televised world, but as technology changed, so would the theater business.  Now, in our digital internet driven world, cinema faces a new challenge; streaming services.  The rise of Netfilx, Amazon, and Hulu has changed Hollywood once again, and we find cinema in a new quandary about what they should do next.

It’s not a problem so much for Hollywood, since they have new avenues opened up to show more of their product.  But, for the theater business, it’s becoming a serious issue.  Home entertainment has become more and more sophisticated in recent years, and now poses a serious threat to the survival of the cineplex theater model in the process.  When a movie has a day one release in both theaters and on streaming services simultaneously, which do you think most people would choose?  Movie theaters charge you an arm and a leg for snacks at their concessions, while at home, you are only footsteps away from your fridge.  You can pause the film while you take a break to use the restroom and not miss anything important. High Definition projectors are also becoming more affordable for home theaters, and can give the viewer even more of the cinematic experience right from the comfort of their own living room.  Which raises the question even more now; why go out to the movies at all?  For a long time, movie theaters could deal with that question by emphasizing the grandeur of their amenities, the exclusivity of their presentations, and the value of what you were getting.  But now, the streaming market has put more of the choice into the hands of the viewer and they are backing up their appeal with exclusives of their own.  Some filmmakers are embracing streaming, because it gives them more creative freedom to create the films that they want to make, feeling less pressure to deliver a product that appeals to a broader theater going public.  Netflix and Amazon in particular are trying to outdo one another in their big name exclusives, with filmmakers like Martin Scorsese, Woody Allen, and the Coen Brothers all bringing their next projects exclusively to streaming.  There are purists for the theater experience, like Christopher Nolan, James Cameron, and Quentin Tarantino, but even with their best efforts, they still aren’t able to redirect the tide.

Even still, they do make a good point.  There really is no substitute to the movie theater experience.  Home viewing has it’s benefits, and is understandably the preferred choice for some.  But, I personally feel that watching a movie in a theater with an auditorium full of other viewers is still the optimal way to watch a movie.  There is just something about the communal experience of it that makes going to the movies worth it in the end.  Maybe I’m biased because of my many years working in a movie theater, but even several years removed from that job now, I still prefer going out and watching a movie in a theater over watching it first on television.  There’s just something about experiencing the same movie with a room full of complete strangers and witnessing their own varied emotions as they react to the same thing that I’m watching with them.   In many ways, it does leave a different reaction on me as I leave after watching a movie.  Seeing a crowd laugh hysterically all at once to a hilarious bit, or jump out of their seat at a well timed jump scare has it’s own level of entertainment that can’t be underestimated.  Even overhearing an audience’s opinion of a movie, whether positive or negative, offers an extra level to the experience.  I remember staying through the credits of 2015’s awful Fantastic Four reboot and remembering 20 random people in the audience all booing the screen at once.  That’s something that you won’t get at home, unless you can make yourself yell as loud as 20 people.  For me, the audience experience is what makes going to the movie theater special, but even without an audience, the thrill of seeing a movie projected on the biggest screen possible is still an ideal as well.  But, it’s not enough for some people who just want to relax and have the comforts of home available to them, as well as the ability to have entertainment available at their own convenience.

As a person who understands a little bit about the business of showcasing film and operating a theater, I believe that it is worth sharing some pointers about how to find the theater experience that is right for you.  First, you have to take into account the options within your area.  Growing up in a small Oregon college town, I had more limited options than say a big city would.  During my childhood, there were three medium sized theaters and a classic movie palace in my hometown.  That number has decreased down to the two available today, but both modern theaters are equipped with more screens in total.  There was also a rise in art cinemas over those years, which brought the option of independent, alternative cinema to my hometown.  So with all these choices, my decisions of where to watch a movie were based on location, availability and variety.  The theater in my part of town unfortunately closed in the year 2000, as well as the last remaining movie palace, but the multiplexes made up for the loss with their updated amenities.  Over time, I valued the more advanced amenities than anything else, because I wanted the best possible presentation for my movie-going experience.  The Cinemark 17 theater had the biggest screens, stadium seating, and state-of-the-art sound and projection, making it my preferred theater, and just by chance, it would end up being my workplace as well.  Living in a bigger city, you might have multiple theaters that offer the same amenities, so at that point, your choices might be limited to how close it is to your home.  Some smaller towns might only have one single theater, which limits the choices even further, and makes streaming services a more viable option for those who want more variety.  I was fortunate to live in a place that had variety but also clear cut choices, which made it easier to find my ideal theater; but not all places are going to make that choice easy, so then you have to take other things into consideration.

One thing to look at is what your local theater provides.  For someone who wants to watch a blockbuster on the biggest screen possible, seeking out a large multiplex becomes the ideal option.  Thanks to the recent successes of The Dark Knight (2008) and Avatar (2009), gimmicks like IMAX film and 3D projection have proliferated to reach a much bigger audience in more venues across the country.  Once the market sees the value of such gimmicks as part of the experience, they are more ready to invest more fully in it, and that’s why you see IMAX and 3D in more markets today.  But even with wider availability, there are some elements of these that prove to be more exclusive than others.  While you find IMAX most everywhere nowadays, insiders will tell you that it’s not a true IMAX experience until you find the right theater.  Most multiplexes today just have retrofitted an IMAX projector and screen into their normal size theater, which kind of hampers the experience.  True IMAX is presented on 100 ft. screens in select theaters across the country, and these are the only ones that are specially equipped to run true 70 millimeter IMAX, which is the best quality picture that you’ll find for the format.  This is the film process that directors like Christopher Nolan and the like are fond of, and prefer to have their films presented in.  It does limit the availability however, making it so that some film purists will have to travel out of their area to find the right kind of presentation.  Living now in LA, I can tell you that I don’t have a problem with finding theaters with special gimmicks such as this.  In fact, Los Angeles seems to be the testing ground for all the technological advancements that theaters are trying to make work for a national audience.  Here, in addition to true IMAX, you’ve got the advances of Dolby Atmos sound in theaters, as well as 4DX presentations, where the very seats you are in move and enhance the feeling of immersion into the theater.  Not all of it will cross over, but it’s interesting to see the theater industry try to figure out ways to make the theater experience even more special.

Outside of Los Angeles, there are other innovations that are making the theater-going experience something worthwhile.  In Texas, the Alamo Drafthouse theater chain has revolutionized the concept of Dine-In theaters.  There they do away with the original concession stand element of a movie theater, and replace it with full service dining while watching your film.  The Drafthouse business plan has become a favorite with Gen X and Millennial audiences who want a more of a hip vibe to their movie-going experience, and it is beginning to catch on across the country, including here in LA.  Apart from that, you see small innovations in local art house cinemas across the country.  Art cinemas bring character to the film-going experience, not only giving you a look at first run movies, but also immersing yourself into one of a kind experiences based on where you are seeing the movie.  Sometimes you’ll be watching a movie in a theater that’s been unchanged since the dawn of cinema itself, making it feel like you’ve wandered into a time capsule.  Other theaters are built into unusual places like defunct old schools, churches, factories, or a small little office space.  Despite the peculiarity of some theaters, it nevertheless makes the theater going experience feel unique, and independent theaters often bring that feeling much closer to home.  In many ways, the relics of the past actually gives the viewer much more of a kinship to the cinematic experience because it remind them of a time when going to the movies was a special event.  And if they aren’t a holdover from the past, new age art cinemas can draw in audiences by offering the things that other theaters won’t, like unique cuisine and house brewed beverages that you can only find there in the theater.  If anything, it’s that diversion from the norm that helps to brings repeat business back to these theaters.

The only downside of trying to compete with home entertainment is the the theater industry’s belief that they have to conform to it.  On a recent trip back home to my old theater, Cinemark 17, I noticed that they went through a massive new renovation.  Each theater is now equipped with leather back recliners and has fewer seats than before to accommodate the extra leg room for each customer, with giant walls blocking view of the rows in front of view, leaving only the screen visible.  While it does make the experience more comfortable for the viewer, I was troubled by the walls that closed off each row.  To me, it robs the theater of that unique audience experience that I enjoyed.  Sure, this is more ideal for the viewer who wants more privacy and something closer to their viewing experience at home, and I understand my old theater’s desire to adapt to that audience accommodation.  But it’s not my ideal viewing experience.  This was the point that I realized that my old theater was not my ideal theater anymore.  It changed with the times and became something else.  I still will go to movies there, but it’s just not the same.  Living in Los Angeles now, I do have variety to fill that need, but if I were still living in a small town, this might be a more troubling change overall.  For me, a movie theater is more than just a place to relax while watching a movie.  It’s about sharing that experience with others.  With streaming services competing for exclusive content in the marketplace, I feel that the answer for the theater industry is to not comply and make their theaters more like a home, but more like a palace.  Essentially, I want everyone to experience a movie for the first time in the most spectacular way possible and that’s by getting off the couch and joining hundreds of other in the shared majesty that is cinema.  Bigger screens, elaborate amenities, and even a clever gimmick or special treat to enhance the flavor of the moment.  Going to the movies has always been a special thing in my life, and my hope is that all of you can find that special experience too, no matter where you are.

Animation is a remarkable, yet time consuming art-form.  When audiences see a new animated film in their local theater, I’m sure that very few of them ever think about the time and money that was poured into their completion.  With changing technologies, that extensive time frame has shortened somewhat, but even Computer animated features can still take years to be completed.  Back in the Golden Age of animation, you would sometimes be looking at 5 years or more for the production of a full length feature, from concept through production, to locking it in the can.  Towards the end of the heyday of hand drawn animation, 4 or 5 years was commonplace, though it would fluctuate between a very short (2.5 years for Beauty and the Beast) and very long (6.5 years for Sleeping Beauty).  But, what about 31 years of production?  That was the case with a little seen but highly regarded animated feature called The Thief and the Cobbler (1995).  The magnum opus and work of passion for independent Canadian animator Richard Williams, Thief not only carries the longest production span of any animated film ever; it holds the record for the longest film production, period.  And in fact, it could be argued that the movie is still not done, depending on what version of the film you are watching.  I briefly mentioned this movie in a previous article about prolonged film developments and felt that it was deserving of a analysis all it’s own.  The Thief and the Cobbler is a movie that has fascinated me recently as an animation fan, not so much for the movie itself, but for the fascinating history of it’s production.  In Thief, you see not just a fascinating work of pure artistic passion on display, but a document to the history of animation itself.

To know something about this movie, you need to know a little about the mad genius behind it.  Richard Williams is a veteran of the animation medium, and is widely considered within the industry to be one of the great masters.  Though he had for many years been courted by major animation studios like Disney and Warner Brothers to jump on board their teams, Williams has largely preferred to work independently through his small London, England based studio.  From there, he has largely made a name for himself as a highly respected commercial and title sequence producer.  His work can be seen in the opening titles of 60’s and 70’s era classics like What’s New Pussycat? (1965) and A Funny Thing Happened on the Way to the Forum (1966), as well as in classic British television commercials from the era.  What made his work stand out was the intricate and fluid detail that he would put into his animation; utilizing complexity that few other studios would ever attempt.  In 1971, legendary animator Chuck Jones commissioned Williams’ studio to create a short adaptation of Charles Dickens’ A Christmas Carol and the result was a critically acclaimed success.  Originally intended for television, Carol was subsequently given a theatrical run, which led to Oscar win for Williams and his team.  From that, he was given an even bigger commissioned assignment to create a film centered around the Raggedy Ann & Andy dolls.  True to Williams style, Raggedy Ann & Andy: A Musical Adventure (1977) is an animated film unlike any other you will ever see; with bizarre and often surreal sequences that defy explanation, and not what you would expect for a movie based of rag dolls.  But, Williams career is most defined by his life’s work, The Thief and the Cobbler, a movie that sadly became too big a dream to hold onto.

The Thief and the Cobbler began in 1964 as a collaboration with Middle Eastern author Idires Shah, who collected and translated many Arabic tales about a character called Mulla Nasrudin, or “the wise fool.”  When the partnership between Williams and Shah broke down, Williams retained the idea for the project and changed the “wise fool” into the character that would eventually be the titular Thief.  Later, Williams began another go at developing the project in earnest with a new treatment by screenwriter Howard Blake.  Blake’s treatment brought many elements that would turn up in the final film, including the titular cobbler named Tack, the evil vizier Zig Zag, the sleepy king, and the plot device of the Three Golden Balls that protect the Golden City.  Though the script helped to bring structure to the story, Williams maintained a free-flowing style to his direction.  Instead of story-boarding out his scenes, he instead opted to let scenes play out based on the imaginations of himself and his artists.  This unfortunately led to a lot of sequences that added little to no momentum to the plot, though they stood out as remarkable on their own.  Williams also insisted on animating the sequences in 24 frames per second, as opposed to the industry standard of 12 frames.  The result gives the animation a remarkably smooth flow, which becomes mesmerizing the longer the sequences run; which sometimes can be several minutes without cutting.  And that in lies why it took 20 years to only complete 20 minutes of the planed 100 minute movie.  And because of this sluggish adherence to free-flowing storytelling and complex animation that Williams was hard pressed to find funding for so long to complete his master work.

Over time, William’s studio managed to stay afloat with projects like Carol and Raggedy Ann & Andy, but Thief was always waiting in the wings for when the opportunity came.  Due to mounting economic pressure, Williams constantly had to simplify his story and cut back on his animation, but he still persisted with his bold vision.  Sometimes, he lucked out with an interested investor.  In the late 70’s, 15 years since the start of production, Williams caught the attention of Saudi prince Mohammed bin Faisal Al Saud, who commissioned an animation test to see if the remainder of the film was worthy investing in.  Williams used this influx of funds to complete what would end up being the film’s most complex scene, the destruction of the colossal War Machine from the villainous barbarian King One-Eye, a sequence that to this day is mind-boggling in it’s complexity.  Though the prince was impressed with the work that Williams had done, the cost overrun and missed deadlines prevented further investment, and Williams was forced yet again to shelve his dream project, although now with perhaps the most elaborate sequence finished.  Though unseen by the public, Willaims was still able to share what he had done to other industry professionals who had nothing but high praise for what they saw.  Eventually, Disney sought Williams assistance with one elaborate project of their own; the Robert Zemekis directed Who Framed Roger Rabbit? (1988).  What Willaims revolutionized at his studio was multi-perspective animation, where character and environments would constantly change perspective as the camera placement swoops around, giving them an almost three-dimensional look.  Naturally, Disney wanted this style to help their hand-drawn animated characters like Roger and Jessica Rabbit co-exist believably in a live action film, where camera movement is ever-changing.  Williams was named Animation Director for the film, and his work again garnered him an Honorary Oscar.

With the goodwill from Roger Rabbit, Richard Williams finally had the attention of Hollywood, and plenty of interested parties lined up to give Williams the needs to finally finish Thief for good.  Disney and Steven Spielberg, the parties behind Roger Rabbit, expressed interest at first in funding the project, but later backed out.  Warner Brothers stepped in and signed Williams to a contract.  With that, he had the money and the manpower to complete his film, as well a release schedule that he had to adhere to.  He was finally able to have over an hour of completed film, but again, his adherence to perfection caused to project to go over-budget and over-schedule.  Sadly, at the same time, Disney was themselves working on their own Arabian set animated feature, Aladdin (1992), which made Warner Brothers all the more impatient and worried.  Unfortunately, Williams darker and more adult-appealing film was less marketable than Disney’s blockbuster, and Warner became certain that they had a film that was un-releasable.  So, they cut their contract with Williams and ended up selling it to a secondary animation studio run by Fred Calvert in order to complete it, without Williams involved.  Williams tried to salvage what he had with a 1992 workprint screened for studio execs, but it didn’t work.  Thirty one years since the first drawing had been completed, The Thief and the Cobbler was released to little fanfare in 1995 with nearly half of Williams original film either cut or re-animated, with a new Disney-style musical score and celebrity voices cast for his originally mute title characters (Matthew Broaderick as Tack the Cobbler and Jonathan Winters as the Thief).  Vincent Price, who recorded his voice for the villain Zig Zag over the 30 year span, was retained, but because the film released after his 1993 death, his lines ended up getting cut down rather than replaced.  Miramax oversaw the release in North America, and this compromised version has since become known as the “Miramax Cut” even though they had nothing to do with the production.

Thus, the long, troubled production of Richard Williams masterpiece came seemingly to an end, with his vision never being fully realized.  He came close, but studio interference caught up to him in the end.  Regardless, Williams is still regarded as a legend among the animation community and Thief surprisingly has something to do with that.  Because of it’s long production, Thief stands as somewhat of a documentation of the evolution of animation, bridging the Golden Era with the Renaissance of the late 80’s and the early 90’s.  Think about it, in the time it took Thief to be completed, Disney Animation had put out 15 feature films, and had seen their studio both decline and be reborn under new management.  Walt Disney was still breathing when production started on this film, just to give you an idea of how far back this project began.  Animation as a whole changed so much in that time, and you can see that reflected in the movie.  While Williams attention to detail remains fluid throughout, you can spot instances when the quality differs.  The sequences that were animated late in production have a different, more polished look than others that were made decades earlier.  The older scenes, mostly centered around the Thief, have a more classical look to them, not unlike many of the trippy, psychedelic animated films that arose in the 60’s and 70’s.  Couple the sequences where the Thief tries to steal the magical Golden Balls and the climatic War Machine sequence at the end, and it’s clear that they were made in different eras, where different tools were made available to animators.  At the same time, Williams staff of animators also shows a remarkable span of animation history.  He brought onto his team some legendary animators like former Disney animator Art Babbit (who worked on the Queen in  Snow White and Geppetto in Pinocchio) and Grim Natwick (the creator of Betty Boop) to not only contribute their own animation, but also to mentor both him and his young staff.   And among his young staff were newcomers like Andreas Deja and Eric Goldberg, who would go onto prosperous careers at Disney, including working on films like Aladdin (animating Jafar and the Genie respectively).

In addition to it’s legacy of reputation and the quality of it’s talent, The Thief and the Cobbler also is a perfect illustration of how just how difficult it is to get a movie made.  Not every studio has the financial security and resources of Disney.  And Williams never wanted that either.  He knew that he would never see his vision realized in a corporate controlled environment, so he continually sought to keep his production as independent as possible.  He stated very early on that his movie was going to be very non-Disney, both in the animation and in the story-telling.  No songs, no animal sidekicks; just pure visuals transporting the viewer to a world never seen on screen before.  Sadly, when corporate interests did intervene, it turned the movie into exactly what Williams was trying to avoid.  In that regard, the “Miramax” cut stands as a cautionary tale of when studio interference spoils the finished product.  Williams’ workprint has resurfaced over time and has been circulated online in various forms.  Williams himself has managed to put the disappointment behind him and moved onto other projects, though the movie is still a sore point to this day.  Dedicated fans however have done extensive work to try to reconstruct William’s original version.  Roy Disney, Walt’s nephew, even tried to get a restoration off the ground before his untimely death in 2009.  Other fans have shared their own work online in what is now known as the “Recobbled Cut.”  This version shows William’s original intent with unfinished, work-in-progress scenes inter-cut with finished ones from the Workprint.  Though in rough form, it nevertheless shows us what might’ve been.  What’s fascinating is that it shows that animated films are ever completed in sequence, but are often done out of order, with the more complex scenes done first.  In the recobbled cut, we see that many of the unfinished parts are the filler moments in between the more epic scenes.  Thankfully, Williams brilliance shows in the film’s spectacular finished moments, like the War Machine, the chase through the palace, the villain Zig Zag’s grand entrance, and the polo game with the Thief caught in the middle.  We may not have a finished film, but these big moments allows our imagination to fill in the rest.

Richard Williams, now 84 years old as of this writing, is still working on new projects today.  He most recently completed an entirely hand-drawn short called Prologue (2015) which takes many of the techniques he pioneered with Thief like hyper-detailed character animation and three-dimensional perspective changes, and presents them in a stripped back, pencil sketch presentation.  Again, this was another labor of love that he worked on for years, even while he was still making Thief, and his efforts were rewarded with yet another Oscar nomination.  Though, he’s moved on from Thief, he still hopes that someday it will see a new life, and maybe even completed based on his original vision.  A screening of Thief in 2013, based off the Workprint with a new high-def restoration, won wide praise from the animation community, and Williams is once again embracing the film, incomplete as it is, as his most cherished work.  For those of you interested in seeing the movie, avoid the compromised “Miramax Cut” and find one that is closer to Williams vision.  Sadly, the Miramax version is the only one available on home video, but, the makers of the Recobbled version have graciously made it available to view online for free.  In fact, I’m linking it for you all to enjoy below this article, because I want as many people as possible to experience it.  It’s not perfect, nor is it among my favorite animated films, but as a fan of animation, I admire it as a work of un-compromised artistry.  It’s also a fascinating look into the creation of an animated film, with so many sequences in various stages of completion.  Whether or not we see a finished version of this one day is unclear, and it’s highly likely that it may never be complete, but for now, we can appreciate what 30 years of a persistent artistic vision can accomplish.  In this movie, you see the story of the animated medium played out in one place, with artistic styles of several eras all coming together at once and creating something special.  And whether people know it or not, it has influenced a whole generation of artists in the years since.  In the end, it’s the animated equivalent of a Venus de Milo; more powerful broken apart than it would’ve ended up being as a whole.

PART 1

PART 2

PART 3

PART 4

PART 5

PART 6

PART 7

RICHARD WILLIAMS INTERVIEWS

The man in black fled across the desert, and the gunslinger followed.  These are the opening words of Stephen King’s epic 8 volume tome, The Dark Tower, considered to be the esteemed author’s crowning achievement in the literary world.  The sentence, taken into the context of the entire series could be read in face value as a statement of plot, or carry a deeper meaning to the themes of the story.  But, more than anything, it establishes for the reader the sense of a journey taking place before our eyes.  Now, who would have thought that the hardest journey that would befall this story would come about in it’s trek through a treacherous land known as Hollywood?  After many years of talk and numerous attempts at production, The Dark Tower finally made it’s way to the big screen just last week, fulfilling a desire that many fans of Stephen King and of the books had longed hoped for.  And the end result of all that waiting was an overwhelming and almost universal feeling of disappointment.  Why did a movie with almost two decades of development result in such a lackluster showing?  A variety of factors certainly contributed; primary among them being the fact that the movie wasn’t very good.  Fans of the books in particular were really sore about the way that the vast, epic story got truncated into a singular 90 minute film.  Other casual fans were left confused because the movie failed to properly establish it’s world and lore, making them wonder why it even was worth getting excited about.  But, what I see with The Dark Tower is a prime example of a project that unfortunately get mismanaged due to the unforgiving forces of time in the Hollywood machine.  This process is also so common in the industry that it’s been given it’s own ominous name; Development Hell.

When The Dark Tower began in the 1980’s, with the publication of the first volume titled The Gunslinger, Stephen King was already a household name and already in good standing within Hollywood.  Two of his books had already become box office hits (1976’s Carrie and 1980’s The Shining), and many more were already in development.  King was also beginning to use his fame to carry a lot more clout within the industry, stressing his displeasure with how some of his stories had been changed for the big screen.  As The Dark Tower continued to be written with each subsequent volume, King remained very protective of his work.  Hollywood remained more interested in King’s more grounded thrillers for the most part, considering that they were cheaper to make than adapting a multi-part fantasy saga.  But, that changed when the success of The Lord of the Rings and Harry Potter brought fantasy back into the spotlight in a big way.  Suddenly The Dark Tower was in demand and given the opportunity to be brought together as a whole.  However, this was easier said than done.  Initially, it was revealed that director J.J. Abrams was going to be involved, but he quickly dropped out after landing the Star Trek gig.  Then Universal, the rights holders, announced that they were bringing the entire series together through a joint theatrical and television presentation under the supervision of Ron Howard; with a trilogy of films and two seasons of a series giving enough time due to the epic tale.  Howard even got as far as casting before Universal got cold feet.  The project was given over to Warner Bothers, who soon balked at the soaring budget, and they passed, also leading to Ron Howard’s departure.  Sony picked up what was left, managed to cast Idris Elba and Matthew McConaughey in the leads to fans approval, and got the film finally completed after many years.  Sadly, all that work and determination doesn’t always translate into a good movie.

So, are the studios to blame for The Dark Tower’s failure.  Are Stephen King’s books just too un-filmmable?  Are audiences just not interested in the story anymore?  There is no simple answer to what happened to The Dark Tower and where things went all wrong.  The simple thing is that time took it’s toll on the project, with more and more complications adding to inevitable disaster.  Being passed around didn’t help the project at all, and it probably would have served the movie better to have been scrapped and restarted somewhere else, where better opportunities could have benefited it.  Unfortunately Hollywood is not a place that likes to admit failure.  A lot of projects that enter “development hell” never get out, because doing so means that money spent just ended up going to waste.  A lot of companies purely use unfinished projects as fodder for trade, protecting the value of the rights for that project while at the same time never doing anything with them.  Eventually a studio gives up their claim when more interested parties come along, and they can make a sale or trade that passes along the cost of the project to another, allowing them to recoup.  And in all this time, no movement on the project ever gains speed.  That’s why it’s called “development hell,” because it’s where projects disappear and live out a tortuous existence out of their control.  And if a project does make it out, it doesn’t turn out for the better, like with The Dark Tower.  With promising ideas behind it’s back, like the TV and Film crossover, The Dark Tower could have been really something, but instead we are left with a lackluster single outing that feels like the bare minimum of what could have been.  It’s a sad result, but The Dark Tower is not alone.

Honestly, the fact that The Dark Tower exists at all is something of miracle, considering how unforgiving the industry can be.  Development Hell not only affects big projects like Tower, but a whole variety of other projects as well, ranging from those still in script phase all the way to films in physical production.  For every movie that makes it to completion, there are maybe twenty more that don’t.  More than anything, it’s an issue affected by dollars and cents.  Some movies gain traction, only to face a brick wall once the industry’s budget crunching sees the red flags appearing on the horizon.  It becomes less of a problem when the film is still in it’s scripting phase, because then all the company needs to do is cut the writer a check, and then just shelve the script, because it cost them nothing to just sit on it indefinitely, unless there is a licensing issue.  Unfortunately, other projects make it past the scripting stage and into physical production, which then contributes to a lot of budget overruns the longer a production is put on hold.  Once a project stops production, it becomes a lot more expensive to either keep it in suspension or to start it up again, which is why so many companies stop production early when things aren’t going well, and if it’s too late, they try their best to pass the cost over to someone else.  Money problems are not a new thing in Hollywood, as a lot of the industry is built upon the foundation of many failed enterprises.  But, some productions go even too far, and take on a life of their own as stories about what could have been.  Tim Burton’s failed attempt at a Superman film resulted in a now legendary aborted production, and Terry Gilliam’s many attempts at adapting Don Quixote  to the big screen ironically echoes the futile journey of it’s literary subject.  Both productions have been spotlighted in documentaries, The Death of Superman Lives (2015) and Lost in La Mancha (2002), which do an exceptional job at showing just how maddening it can be to see a movie start production, only to fall apart and never see the light of day.

Sadly what contributes to the state of these failed productions is something that I already spotlighted in a previous article, and that’s the unfortunate agitator known as hype.  Hype can be a movie’s best friend, but it can also unsteady a delicate situation and make the inevitable fall all that much harder.  One thing that Hollywood seems to love doing often is generate early hype for a production.  It can either appear as an Easter egg in some franchise film, or produced through a word of mouth whisper campaign through press circles, or even made through a very pointed tease.  Regardless, Hollywood runs the risk for making announcements so early in production.  It’s even more risky when the tease is all they have.  Now, they have to live up to the audience expectations that created, and the longer that the film remains in production, the more they leave themselves open to disappointment.  Audience attention spans are far more fleeting these days, with tastes changing on a dime without any warning.  By the time a long awaited movie does finally come out, it’s window may have already passed, and the early hype would prove to be worthless in the end.  Sometimes, if well managed, studios can use early hype as a way of gauging audience interest, and if they see little excitement, then they can quietly let the project die in development.  Unfortunately, some hype campaigns are not well managed, especially when you run into the factor that some involved parties are more excited than others.  Directors and actors in particular love to tout their passion projects, and hype them up even when there is no chance for them to be made.  I remember when Guillermo Del Toro teased his involvement in a new Haunted Mansion movie with the Disney company with an announcement at Comic Con, complete with a teaser poster to go with it.  Sadly, many years later, this is all we’ve gotten related to the project, and in all likelihood, that’s all that will every be.  Early hype is good only if the possibility is there for it to become a reality, and if you are out there only promising dream projects that’ll never happen, sooner or later, audiences will stop believing in what you say.

Development hell is also factored by the moving target that is audience interest.  For a lot of movies, timing is everything.  A film can be well made and have a lot of promise, but if it is not in-sync with the times it ends up being released in, then it loses all of it’s appeal.  A lot of movies that make it past the script phase end up falling into this hole because of that reason.  There is a thing in the film industry known as the “Black List” which is an annual survey of what is regarded as the best un-produced screenplays.  These are the aforementioned scripts that the studios sit on, only they garner heat enough to still grab public attention, thus staying afloat in Development Hell.  For a lot of these, it’s all a matter of timing, which sadly may never come about.  I remember hearing about one script that made it out of the list for a period of time called College Republicans, from screenwriter Wes Jones.  It was a true life inspired story about the early days of future Republican Party strategists Karl Rove and Lee Atwater when they were in college.  The development of the film gained steam in the wake of Rove’s controversial time in the White House as Chief of Staff, and it looked as if we were about to get a fascinating character study about this contemporary figure.  It even got as far as having Harry Potter actor Daniel Radcliffe cast as Atwater, but for some reason this project suddenly went quiet.  My belief is that it’s short window closed up quickly, and whoever was involved lost interest.  I think the changing political climate factored in, as the Republican Party itself has changed, making Rove and Atwater far less fascinating figures.  The script may someday live again, but in a political landscape dominated by Trump, it’s hard to say if this political study may ever find it’s time ever again, because both politics and the Republican Party will be unrecognizable after this.

Getting off politics now, I just find it fascinating how time affects the development of movies in general.  Some films rush through production without any hangups, while others languish for what seems like an eternity.  But, why does it affect some movies more than others.  Sometimes it’s not just worries about the budget that puts movies on hold, but a lot of internal politicking that gets in the way.  Sometimes the studios put the brakes on a film because there is a dispute between the people making it and the people financing it.  Sometimes a studio sees a change in management and that leaves the already in development projects in a sort of limbo, as they are remnants of the old guard’s way of doing things.  This particular factor is what leads to some being released long after they were completed, to little or no fanfare.  A lot of companies, for whatever reason, go under and leave a lot of projects hanging.  Some of these even remain fascinating relics as half complete films that had the potential to become masterpieces.  One interesting example is an animated film called The Thief and the Cobbler (1993).  Worked on by legendary independent animator Richard Williams for over 20 years, his financial support ran out and he was forced to sell his uncompleted work to a major studio, who completed it with inferior animation at another company, completely ruining the director’s original vision.  Like The Dark Tower, too much time and outside interference spoiled what should’ve been a home-run with Cobbler.  Some devoted animation fans have since made an effort to reassemble the original Richard Williams version, which is in various states of completion, in what is called the “Recobbled Cut,” and it’s a fascinating look at what could have been.  For Williams, 20 years of work created something beautiful, but ultimately incomplete because of how complex it became.  Eventually, the desires of the artist and those paying for the art become a sticking point, and the art became compromised and cheapened in the end as a result.  It’s the sad reality of the industry that movies rarely have a pleasant development towards completion, usually ending up a mangled mess by the end.

So, while the end result for The Dark Tower is an unfortunate one, it is not at all surprising.  It was too long of a wait for the film, and too much interference slowed the production down.  As a result, you can see that lesser effort was put into the final product, and more problematic than that, too much was left out because the budget wouldn’t allow for it.  What should have been a Tolkein-esque epic saga that could have stood side by side with the acclaimed films set in Middle Earth is instead an indistinguishable action thriller; no more special than anything else out there.  King’s novels were a game-changer; the movie is sadly not.  And what upsets me more is that this one actually had some ingredients that could have made it amazing.  They certainly made good casting choices with Elba and McConaughey as the Gunslinger and Man in Black respectively.  But, The Dark Tower becomes yet another “what could have been” tale in the history of Hollywood.  I wish that this had become a reality back when they were planning a television and film adaptation.  In fact, if the success of Game of Thrones has proven anything, it’s that The Dark Tower would have been better served being adapted into a series rather than a film.  That way, you can devote enough time to capturing King’s full vision.  It’s not like that hasn’t worked well before; case in point, the made-for-TV adaptation of It (1990).  But, for now, The Dark Tower is another victim of that sadly all too common cinematic wrecking ball known as “development hell.”  It’s unfortunate that money, egos, and changing attitudes end up spoiling the completion of very promising film productions, but considering that this is such a high stakes game, it is also very predictable as well.  It makes you appreciate when a movie does live up to it’s potential even more, considering how miraculous a thing it is to get a movie out of development in the first place.  You always hope that every good story makes it out of hell and into paradise, but in Hollywood, that’s a story that sadly rarely happens.

It already feels like it happened so long ago, but the D23 Expo for 2017 still has left some lasting impressions on me two weeks out.  Namely, it was the impressive big presentations in the main hall that left the biggest impact, because it gave those of us lucky enough to get in an exclusive first look at material that the rest of the world won’t see for months or even years from now.  Not only that, but they treated all of us to seeing people involved in the making of these movies come out on stage and show their own enthusiasm for what’s to come.  The interesting thing to think about in retrospect with all of this is what the ultimate purpose of all the exclusivity means in the end.  Yes, seeing all the Avengers cast on stage and viewing the first look footage was thrilling and a high point for me at this year’s Expo.  But, there were also the incredibly stringent measures taken by the Disney company to ensure that nothing shown at the Expo’s big presentations ever gets leaked out into the public.  Before each show, we had to turn off all of our electronic devices and have them sealed up in special bags.  And throughout the presentation, security guards were constantly walking through the aisle to make sure no one took any recording device out, or else they would be escorted out.  Why would such measures need to be taken, if some of this material will be visible to the public eventually?  The answer is that Disney was ensuring that two things would take place in that hall.  One, that they themselves would maintain full control over who sees whatever top secret material they are working on, and two, that by making the material exclusive, they increased their audience’s enthusiasm for what they’ve just seen, and in turn have generated word-of-mouth excitement coming out of that show building up what the true intent of what the show was meant to create; hype.

Hype is practically everywhere in the film industry, because it is the essential way that allows anyone to have a movie made nowadays and ensure that it is seen by the largest audience possible.  It goes far beyond just marketing a movie.  For a business as massive as this one, it becomes essential to know how to manage hype around a project just as much as it does knowing how to make a movie to begin with.  From inception to completion, a movie has to generate interest in order to survive.  For anyone trying to sell a script to the industry, they must understand that a certain level of hype is required to give investors the desire to want to read what’s been written.  After given the green-light, then the producers must generate excitement over what’s being made, preemptively stoking audience interest while the project is coming together.  This can be accomplished by spotlighting any celebrity names attached to the project, or giving details about the locations and/or production design being used to to make the movie.  Then, marketing gets involved with trade ads, trailers, and all sorts of cross promotion in order to make the final sell to the public.  From all points, the level of hype that a movie generates for itself will ultimately determine how well it does in the long run.  But, the hype machine’s existence as a part of the Hollywood industry is not the thing that fascinates me, since it’s always been a part of the industry from the very beginning.  No, it’s the complexity that it has evolved into overtime, and the varying degrees of success that have come out of it that fascinates me.  There are many fascinating avenues that Hollywood has gone down in order to generate hype for their movies, and they haven’t always turned out well either.  And given the fast paced world of the internet that we now live in, hype sometimes turns into this overwhelming thing that can in turn destroy the very thing that it’s trying to help.  That, in the end, becomes the fascinating aspect of hype in Hollywood.

From my experience in D23, I saw first hand how a company takes charge of generating hype for their projects.  They put on this massive show, involving incredible logistical wrangling to get the likes of Oprah Winfrey, Chris Pine, Emily Blunt, Jon Favreau, Mark Hamill, Robert Downey, Jr. and pretty much half of the Marvel Cinematic Universe on stage for a single two hour show, and have it only be seen by 8,000 people at most.  Of course, they released press clips thereafter, but the entire experience was witnessed by a lucky few.  All of that, just to get those 8,000 in attendance excited for the future of the company.  But us 8,000 spread the word out afterwards, exclaiming about the incredible things that we saw and in turn making those who weren’t able to see the same show envious of our lucky break and intrigued even more about what we saw, an that in turn gets the hype train rolling.  It’s a balancing act, but one that pays off in the long run.  Disney is not unique in this either.  San Diego Comic Con has been in the business of hype for decades now, and they in turn have become an essential part of the business as the biggest possible venue to generate excitement for fans, with everything from exclusive content to cross promotional goodies available to everyone.  What D23 and Comic Con has shown us is the level to which hype has grown as a part of the business.  Marketing a movie now has to be bigger than the movie itself, and in some cases that is true.  Some marketing budgets do exceed the budgets used to make the movie.  But, a well managed hype campaign can also make it possible for a movie to succeed without millions wasted on marketing that never hits it’s target.  And in such a competitive, fast-paced world as unpredictable as the one we live in now, finding that right level of hype can prove to be elusive and even sometimes well out-of-reach.

The answer in understanding how Hollywood uses hype to their advantage comes from observing how it has evolved over the years.  For as long as Hollywood has existed, so has the marketing used to sell it’s product.  Print ads and posters were the start, and then with the advent of sound came the preview trailer.  But, a new level of hype began to become elevated once celebrity culture developed in Hollywood.  Soon, hyping the talent became just as essential as hyping the story, as more and more people became fascinated around the world about this little community called Hollywood.  This in turn spilled over into the way movies were developed.  A turning point came with the highly anticipated adaptation of Margaret Mitchell’s best-seller Gone With the Wind (1939).  Even before the book hit the shelves, producer David O. Selznick began hyping up his project once he secured the rights and pushed interest into the public’s eye, ensuring that his movie was going to be nothing short of the biggest movie ever made.  Polls were taken from the public asking who they saw as the ideal casting for each character; an unheard of tactic at the time, but one that has since become a popular tool for other hype driven marketing campaigns in the future.  With audience awareness at an all-time high, Selznick’s gamble paid off and Gone With the Wind indeed lived up to the hype in the end.  Another turning point that caused a change in the industry was the release of Psycho in 1960.  Not only was it a smash success, but it even changed the way that people watched movies in a theater.  Alfred Hitchcock made it clear in his promotion of the movie that this was a film that needed to be seen all the way through in order to appreciate the mid-film twist.  Up until then, people came and went as they pleased when visiting the movie theater, as it was a continuous presentation throughout the day with shorts and news reels in addition to the feature presentation.  Psycho changed that and for the first time ever in the industry became the beneficiary of one of the most useful forms of hype; the word of mouth campaign.

Since Psycho, audiences fell into the habit of experiencing films as a whole, rather than just as part of day at the movies.  Word of mouth worked hand-in-hand with what advertisements could sell about a movie. And from that, the industry learned what effect audiences could have with giving these movies a boost.  But, with an external force like audience driven hype helping to boost interest in their films, the industry also opens itself up to external forces out of their control to affect the reception to their movies as well.  Controversies become an issue that affects the anticipation levels of a movie sometimes and how well a movie does in the long run is determined by how well a company can manage to weather a storm surrounding the flick.  Torrents of political fervor sometimes drives hype around some films, either making them essential viewing for the moment in time or works so dangerous that they must be seen in order to be understood.  Mel Gibson’s The Passion of the Christ (2004) saw heavy criticism from one side, critiquing it for presumed Antisemitism and ultraviolence, while the other side saw it as a faith-affirming work of art, and both camps end up making it one of the most talked about and highest grossing films of it’s time.  Documentarian Michael Moore likewise drove up plenty of controversy for his agitprop doc Fahrenheit 9/11 (also 2004), and it too rode a wave of interest towards increased exposure and box office numbers.  But, success from controversy is not always a guarantee.  2016’s Ghostbusters reboot really mishandled the controversy surrounding the casting of an all-female team, seemingly courting the controversy by giving credence to the opinions of some despicable, online misogynists, and in turn, it turned all audiences away.  Controversy is an unreliable and sometimes treacherous way of utilizing hype to sell a movie, and it often takes an expert hand to make a film live on through those troubled waters.

But what usually becomes the biggest challenge of managing hype in the industry is the speed under which it operates.  The internet and social media are changing audience tastes and attitudes at an alarming rate, and what once was a sure thing several years ago may no longer be reliable at the moment.  That’s the danger that some of these long-gestating hype trains are running into now.  For a while, thanks to Marvel Studio’s success, it appeared that the future of blockbuster film-making was going to revolve around the creation of cinematic universes.  In time, we saw every studio in the business come out and announce that they had a bold master plan to create universes that would rival Marvel’s and become reliable revenue generators for their companies.  The only problem with making these bold plans is that you’ve got to anticipate what audiences will think in the long run about your plans.  Promise too much and deliver too little, and the hype will die out too fast.  Universal Studios is witnessing such a result right now.  They hyped up this new venture called “The Dark Universe,” which was going to be a shared universe that would combine all of their gallery of famous  movie monsters, each played by a marquee movie star.  The only problem is that they put so much emphasis on selling the idea of this shared universe that they forgot to make worthwhile movies that could live up to the promise.  The first film released, this summer’s The Mummy starring Tom Cruise and Russell Crowe, was met with such disinterest from the public, that it quickly disappeared from theaters, flopping at the box office, leaving the future of the “Dark Universe” in serious doubt.  Sadly, by being so determined to hype this cinematic universe and reveal so much of their future plans, Universal is now locked in a situation where they are going to lose money if they continue or look foolish if they quit too soon.  Thus we see the faults of trying to overreach when it comes to hyping something big.

That’s why it helps to know the kind of audience that you are hyping to and how best to reach out to them.  It also helps to be creative as well.  In the age of the internet, the target audience may be ever changing, but a thoughtful, unique hype campaign can bring that into focus.  The comic conventions in particular do a lot to generate hype in ways that trailers and advertisements can’t.  They create experiences that stick in the minds of viewers and make them interested in seeing how the final result will turn out.  In the internet age, sights and sounds make a bigger difference more than ever with generating hype for a movie, and we are seeing film companies bringing more of an outreach into the fan experience than ever before; sometimes in some very unexpected ways.  It’s seen in moments like Johnny Depp appearing in character as Jack Sparrow within the actual ride of Pirates of the Caribbean at Disneyland in anticipation for the new franchise movie.  It’s seen in the placing of a giant inflatable King Kong on the top of the Empire State Building in anticipation for the original film’s then 50th anniversary.  The internet also becomes a breeding ground for generating more hype for a film, by allowing interactive experiences to enrich the deep lore behind a film’s narrative.  The Blair Witch Project (1999) revolutionized this idea, creating a website specifically to explain the fictional “Blair Witch” myth and make it feel even more authentic, driving the fan explosion that the original film benefited greatly from.  Similar guerrilla style marketing has since become mainstream in the industry, like the fake Harvey Dent campaign website for The Dark Knight‘s (2008) promotion, and it’s usually effective in sparking more interest from the public.  But, it’s also an avenue of hype that also needs to be well handled.  Sometimes, it might come off as a shameless marketing ploy, like the despised website plug at the end of the horror flop The Devil Inside (2012), or the mishandled tie-in to a fake Walt Disney related backstory as the inspiration behind Tomorrowland (2015), but using creative means to generate hype for a film project is never a bad idea.

What I most like to see is when hype is used well by Hollywood.  My D23 Expo experiences are prime examples of that, and it gives me great joy to spread the hype around when it’s something that I believe in.  Hell, I devote an article at the end of every spring and summer giving you my picks for the must sees of the season, with the hope that it will make all of you more aware of them too.  Not every project needs my help, and my voice is still a relatively small one in the grand scheme of things, but I still love being a part of the hype.  Is it deceptive sometimes; absolutely, and I for one am not above admitting when I’m wrong about a movie.  Still, the many interesting avenues in which hype takes it’s form is something worth analyzing.  I am still amazed how so much thought goes into such things as exclusive presentations at Comic Cons and once in a lifetime experiences, just as way of marketing to a larger audience and get them psyched for something that won’t be complete for some time.  It backfires quite a lot sometimes, but a well executed attempt at generating hype can even outlive the production that it was trying to sell.  I like to know what goes on inside the brainstorming sessions behind these moments.  Who makes the call to say that they want every Marvel Avenger on stage together and how do they maneuver things around to make it a reality.  More importantly, how do they keep some of that planning a secret.  It all comes down to a lot of forward thinking and excellent logistical planning.  Hype is a powerful tool, and it has it’s downside too, but when done well it can be just as enriching as anything it is meant to sell us on in the first place, especially in the world of entertainment.