THE ISLAND of marketing... what's wrong with movies today!!!
Okay, so before, after i saw a good movie at the theaters, i left the place feeling good, analyzing all the cool details of the story, putting pieces together about the surprise ending or just relaxed that i spent a couple of hours watching an entertaining movie. So why is it that now, especially with my most current visit to the movies I left the theater wanting to look up Cadillac cars and Nokia phones in MSN SEARCH and thirsty for a Michelob Light, or maybe just Aquafina, and wanting to buy some white Puma tennis shoes and one of those new plasma monitors from Apple ! ! ! ...., wait, what!, why aren't i talking about the premise of the movie??? Oh, that's right, cuz all the product placement got in the way of a good story!!!
So, what movie am i talking about? it could be mostly any studio movie that comes out, but I haven't seen it with such cynicism as with Michael Bay's "THE ISLAND". But let me point out the good in this movie first (and it IS actually a good movie). The premise (which many critics thought was too confusing to explain, but it's not) goes like this: In the near future there is a company that has a facility in the middle of the desert where they made up a world for Clones to live in. These are clones of other people that paid to be cloned in case they ever need an organ or any body part replaced. The clones live in this facility with no knowledge of the outside world, they are taught that they live in a post-apocalyptic era where the earth has been contaminated and there is only one place that is clean in the outside, which is THE ISLAND. Every now an then they have a lottery and the supposed "winner" gets to go to THE ISLAND to live free forever, that lottery is their purpose in life, they only want to prepare themselves for when they get to go to THE ISLAND, but basically when they "win" it's because their original self, or "sponsor" as they call them, is in need of one of their parts. One of the clones, Lincoln 6 Echo (Ewan McGregor) has a feeling that something is wrong with the way they live and plans an escape from the facility and chaos ensues.
For what it's worth, it actually is a good premise, the way they explain the situation with the clones is very interesting and believable. The facility itself is quite interesting too, the way they present futuristic technologies to regulate the clones is also interesting, because they have to keep them healthy and well preserved so their "parts" are useful for their "sponsors". They even use some women just for the purpose of breeding. And then, as every single Michael Bay film, it turns from a suspense drama to an action thriller when the two main characters (McGregor & Scarlett Johanson) have to escape and are facing the actual real world (which is not that much different from current life) and are being followed. So this film actually has two different feels to it which is somewhat interesting to see and hard to connect.
Now, besides the "suuuure, like THAT would happen" moments all action thrillers have, you just get a slight feeling that they needed loads of money to make all the action sequences. From the start of the movie you see in plain view (on purpose of course) like 10 pairs of PUMA tennis shoes that the "clones" wear. Then it's just one thing after another, they go to a bar and there's a "MICHELOB LIGHT" right in the middle of a shot, AQUAFINA is placed by a bartender right in the middle of the screen. They need to get information and they go to a booth with a HUGE MSN-SEARCH logo (which is the same logo they have now. If it's right, MSN will keep this butterfly logo for the next 20 years!!!!, that's bad marketing!!!). Ok, so i get the purpose of Product Placement, it's just that now they take advantage of us viewers by being so cynical, i mean, if the product is used randomly by the characters, ok, it makes it more believeable for them to be drinking a MICHELOB LIGHT than to be drinking out of a bottle that says BEER, but to actually make a shot where the product is the focus of the whole thing, and not just once, but like 8 or 9 times throughout the movie!, we get commercials everywhere we go, billboards, magazines, tv, radio, even before a movie at the theaters, but to even have them inside the movie! that's just insulting! And Hollywood wonders why people aren't going to the movies that much anymore!
But basically i DID like the movie, i'm just pissed that they had to resort to THAT to get cash. Bad news for them and all of the sponsors, because they had a really BAD marketing campaign for the movie and it ended up TANKING at the boxoffice!
So for all the product placement and for two characters to fall of a 50 story building and survive! (that's just wrong!)...I give you:
My Grade: B
So, what movie am i talking about? it could be mostly any studio movie that comes out, but I haven't seen it with such cynicism as with Michael Bay's "THE ISLAND". But let me point out the good in this movie first (and it IS actually a good movie). The premise (which many critics thought was too confusing to explain, but it's not) goes like this: In the near future there is a company that has a facility in the middle of the desert where they made up a world for Clones to live in. These are clones of other people that paid to be cloned in case they ever need an organ or any body part replaced. The clones live in this facility with no knowledge of the outside world, they are taught that they live in a post-apocalyptic era where the earth has been contaminated and there is only one place that is clean in the outside, which is THE ISLAND. Every now an then they have a lottery and the supposed "winner" gets to go to THE ISLAND to live free forever, that lottery is their purpose in life, they only want to prepare themselves for when they get to go to THE ISLAND, but basically when they "win" it's because their original self, or "sponsor" as they call them, is in need of one of their parts. One of the clones, Lincoln 6 Echo (Ewan McGregor) has a feeling that something is wrong with the way they live and plans an escape from the facility and chaos ensues.
For what it's worth, it actually is a good premise, the way they explain the situation with the clones is very interesting and believable. The facility itself is quite interesting too, the way they present futuristic technologies to regulate the clones is also interesting, because they have to keep them healthy and well preserved so their "parts" are useful for their "sponsors". They even use some women just for the purpose of breeding. And then, as every single Michael Bay film, it turns from a suspense drama to an action thriller when the two main characters (McGregor & Scarlett Johanson) have to escape and are facing the actual real world (which is not that much different from current life) and are being followed. So this film actually has two different feels to it which is somewhat interesting to see and hard to connect.
Now, besides the "suuuure, like THAT would happen" moments all action thrillers have, you just get a slight feeling that they needed loads of money to make all the action sequences. From the start of the movie you see in plain view (on purpose of course) like 10 pairs of PUMA tennis shoes that the "clones" wear. Then it's just one thing after another, they go to a bar and there's a "MICHELOB LIGHT" right in the middle of a shot, AQUAFINA is placed by a bartender right in the middle of the screen. They need to get information and they go to a booth with a HUGE MSN-SEARCH logo (which is the same logo they have now. If it's right, MSN will keep this butterfly logo for the next 20 years!!!!, that's bad marketing!!!). Ok, so i get the purpose of Product Placement, it's just that now they take advantage of us viewers by being so cynical, i mean, if the product is used randomly by the characters, ok, it makes it more believeable for them to be drinking a MICHELOB LIGHT than to be drinking out of a bottle that says BEER, but to actually make a shot where the product is the focus of the whole thing, and not just once, but like 8 or 9 times throughout the movie!, we get commercials everywhere we go, billboards, magazines, tv, radio, even before a movie at the theaters, but to even have them inside the movie! that's just insulting! And Hollywood wonders why people aren't going to the movies that much anymore!
But basically i DID like the movie, i'm just pissed that they had to resort to THAT to get cash. Bad news for them and all of the sponsors, because they had a really BAD marketing campaign for the movie and it ended up TANKING at the boxoffice!
So for all the product placement and for two characters to fall of a 50 story building and survive! (that's just wrong!)...I give you:
My Grade: B