Cinema of childhood bucks summer trend
IT is rare to see a film these days that doesn’t already seem familiar. Modern filmmaking and relentless marketing strategies ensure that every narrative nuance or novelty is spoiled in the film’s trailer or promotion material.
J. J. Abrams’s Super 8, however, resisted the urge to splurge when it pitched its credentials among this winter’s Hollywood blockbusters.
“It was important that we try not to talk about it too much,” Abrams says, adding that he didn’t want to spoil the movie-going experience. Nevertheless, he’s now on a global promotional tour and “we also need to tell people about it otherwise they won’t know it’s there. It’s a double-edged sword”.
At least with Super 8, the mystery was maintained for an unusually long period. Its plot was kept secret and its cast is relatively unknown. You can do that when the film is produced by Steven Spielberg.
Abrams – a co-creator of the TV series Lost and director of Mission: Impossible 3 and the successful rejuvenation of Star Trek – ensured that Super 8 was not spoiled by teaser campaigns.