Tag Archives: marketing

Cannes confessions #5: the publicity stunt Queens and (Jonathan) Kings of Cannes

20 May

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I had no idea, when I woke up yesterday morning, that I would be spending an hour on the Cannes Croisette with the legendary, the notorious, the irrepressible (despite a spell detained at her Majesty’s pleasure) music mogul turned unlikely film auteur Jonathan King (see my photo, above — not to be reproduced without permission). 

He spins a great yarn, and I’d like the opportunity to write the interview up at greater length sometime/somewhere. Until then, you’ll find a small portion of that interview, along with futuristic nuns, Marilyn Monroe lookalikes, and Eva Longoria’s wardrobe failure, in my second and final Cannes Festival feature for the International Business Times: click here.

For my recent Cannes despatches, read my first IBT article first, with the opening night gala and towering celebrity tales. Then my tips for festival virgins; hanging with the Bond spoofers; and streakers, lesbian love-ins and Nuke ‘Em High with the Troma crew. Plus picture-gallery here

For more about my own film in the Short Film Corner, Colonel Badd, see outtakes here and posters here.

Come back tomorrow for still more on Cannes!

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Cannes confessions #3: Troma Warriors in Festival Hell!

18 May

Yesterday morning in Cannes a gang made off with a million dollars of Chopard jewellery destined for the swan-like necks of the festival’s red-carpet stars. Later the same day, a lone gunman was arrested after firing blanks at Tarantino actor Christoph Waltz. My first thought, in both cases, was “I wonder what movies these stunts have been staged to promote?”

Maybe I’ve been hanging out in Tromaville too long.

I met up with Lloyd Kaufman, the legendary cult film-maker and founder of Troma, in the Marché du Film. Over nearly four decades, Troma has made hundreds of films bearing a distinctive brand of high-octane schlock, gross-out effects  and occasional gratuitous nudity, coupled with relatively high production values and often surprisingly witty scripts. Some titles to savour: A Nymphoid Barbarian in Dinosaur Hell; Alien Blood; Angel Negro; Attack of the Tromaggot; and, appropriately, All The Love You Cannes. And that’s just from the ‘A’s. Enjoy the full list here: http://www.troma.com/films/.

At 67, Kaufman shows no signs of slowing down. With a limited budget for marketing, he has long found inventive ways to generate heat. Hence the foundation this year of Troma’s “Occupy Cannes” movement, staging a different promotional stunt – sorry, piece of performance art – each day.

On Thursday they handed out flyers and stickers while a male streaker Tromatised the crowds on the Croisette. On Friday they attempted to stage a lesbian “wedding”, in honour of the tender love story at the heart of Kaufman’s latest oeuvre, Return to Nuke ‘Em High, but the event was shut down by the police.

Opinions vary as to why: Justin the publicist thinks it was revenge by the authorities for the streaker incident. Asta Paredes and Catherine Corcoran, the film’s young stars, say that it was the gay celebration that disturbed the authorities. “France has legalised gay marriage, but it doesn’t come into effect until the 26th, so they said they were in fear of riots. It’s ridiculous: yesterday we had a streaker and nothing happened, but two women displaying a public symbol of love was threatening.”

It’s refreshing, incidentally, that these girls are clearly both highly intelligent (Paredes previously wrote and directed her own short) rather than rent-a-babes. As to Kaufman, there is no doubting his drive and conviction. “You think I do this for the money? These films don’t make any money. Unless you make an underground movie for $150 million and cast Arnold Schwarzenegger, no one gives a fart for true art.”

He likes to smuggle social messages into the films, and behind the laughs, he is in deadly earnest. Kaufman made a promotional film for PETA called Sunny Acres Farms, in which naked humans are locked in tiny cages like chickens, injected with drugs and “humanely” slaughtered. Even Poultrygeist – Night of the Chicken Dead is, he says, about “the dangers of fast food”. The New York Times called it “about as perfect as a film predicated on the joys of projectile vomiting and explosive diarrhea can be”.

As Paredes puts it: “That’s the role of the jester, isn’t it? To make social commentary through humour?”

I’ll leave you with a final intriguing piece of Tromatrivia. I asked Kaufman if, like B-movie maestro Roger Corman, he had helped launch any A-list careers. “They call me the East Coast Roger Corman!” he said, before rattling off a string of names: the creators of South Park; Oliver Stone; Kevin Costner; Samuel L. Jackson; Fergie from the Black Eyed Peas (aged nine in Monster in the Closet).

And you may not have heard of James Gunn, whose first film was Tromeo and Juliet, but you will. He is currently directing the mega-budget Marvel/Disney movie Guardians of the Galaxy.

More on Troma in my International Business Times feature on Cannes promotion: click here.

Click here for the next thrilling episode of Cannes confessions, in glorious Picturerama!

S**t happens: the coincidence of the new Audi ad and the remarkably similar short

15 May

I’d like to show you an amazing coincidence. A coincidence so astounding that you could stick a beard on it and tour it round the country in a freak show. In fact, forget the beard; it’s freaky enough on its own.

Take a look at the new TV ad for the Audi SQ5, above. Then take a look at the minute-long 2011 art short No 26 To Hackney, by fashion photographer turned film-maker Ben Charles Edwards (below).

 

See what I mean? Freaky! To the untrained eye, it gives kind of a déjà vu.

A glamorous woman walks down a dimly lit street: in slow motion, to nonchalant music at odds with the drama about to unfold, her heel breaks; her handbag falls; she falls with it; there’s a close-up on her handbag as its contents spill to the unforgiving pavement; the woman is left sprawled on the cold hard ground.

There is a key difference between the two: the ending. At the close of the ad, a gleaming Audi drives off leaving the hapless pedestrian stranded, whereas at the end of the short film it’s the more prosaic No 26 bus to Hackney.

Oh, and in the short, the woman’s face ends up pressed into a pile of dog shit. That’s not in the TV ad.

I know that film-making coincidences happen. My own premise for a sci-fi movie turned up years later as Looper (see here). Animal Charm, which I co-wrote with Ben, featured terrorist babes in balaclavas, just like Spring Breakers (see here). But this seems a bigger one. The first Ben heard of it was when his mother texted him to say “Congrats on the Audi ad!” Knowing his short film, she had assumed the ad she’d just watched on television was his doing.

So I wondered if there might be some connection between the two, if Ben’s film inspired the ad in some way. I phoned the ad agency Bartle Bogle Hegarty, who told me to phone Audi’s PR agency, who told me they would look into it and have an answer later that day. By evening they still couldn’t quite give me a definite answer: “So sorry I haven’t got back to you today. Just checking out the story but at this stage I think it is just a coincidence but I am just waiting confirmation.”

The next day, ie yesterday, I got my response, from Richard Stainer, Client Services Director of BBH. And it is categorical: “BBH was not aware of the short film of Ben Charles Edwards. While there are points of comparison in content (like the broken heel and the dropped bag), the Audi SQ5 story is original material. As an agency, we pride ourselves on creative originality and we take any claims suggesting otherwise very seriously.”

So there it is. An amazing coincidence.

I’m glad it turns out to be a coincidence, though. Not just because amazing coincidences are fun to gawp at, like a wedding ring lost at sea that shows up years later on someone’s dinner plate, inside a fish. But because it would be rather embarrassing all round if it weren’t. No top British ad agency would want to use emerging film-makers as a cheap source of inspiration. And no manufacturer of superlative cars would want customers to be viewing their ad, while all the while thinking of dogshit.

Come back for my daily reports from the Cannes Film festival, starting tomorrow!