Mon, June 27, 2005

A few years ago, a web design firm I know was in the running to do the site for the special edition Close Encounters DVD. I kept suggesting that they use the project as a springboard to pitch Sony Pictures on the idea of revolutionizing the way we think about movie websites. Most movie sites are pretty lame: tired press kit material like filmographies and watered-down interviews, a few downloads like AIM icons or computer wallpaper (which simply cast the downloader in the role of free shill for the movie studio), and little else. Sometimes a few interesting production stills are featured, but usually not much to add value to the experience. I thought movie websites should change drastically. Showtimes, tickets, and downloadable trailers should always be there. But the site should focus on things the user can't get elsewhere: a real community around the movie, with in-depth production information and an opportunity to interact with the filmmakers. Message boards and production blogs. Links to interesting related material (á la What Is The Matrix), or to stories and ideas that influenced creative decisions in the process. Most of all, users could provide invaluable data to marketers about the film's demographic appeal. I envisioned an online forum for viewers to nominate/vote on proposed DVD features while the film was still in production. The viewers would get higher quality DVDs, and the studio would have a more salable product.

Enter: the Blue Tights Adventure Network, a semi-official site about the production of next summer's Superman Returns, created by fans but blessed by Warner Brothers and showered with exclusive content. The site features message boards, news, polls, links to fan sites and fan art – plenty of goodies. Most notably, video "blogs" from the set of the film hosted by director Bryan Singer. In today's era, it's astonishing to think of a major movie studio being so liberal about clearance to its ancillary intellectual properties. Even more impressive than the unrestricted access and spectacular video quality of these brief dispatches is their frequency – 17 so far, over the course of three months of preproduction and filming in Australia. I watched them all this weekend, and they provide a fascinating look into the making of a colossal summer tentpole. In some ways it's a study in Hollywood excess, but it also shows the dedication and enthusiasm that each member of a giant team brings to the process. And Singer is very charming – he's prominently featured in almost every video, and is clearly very comfortable laughing at himself. You can be sure he has "final cut" on these clips, but he doesn't let his ego get in the way of sharing such moments as: whimpering about climbing a ladder, staring blankly at a map of Oceania without being able to locate Wellington, or barking conflicting orders at the crew. I've always liked Singer and enjoyed most of his movies. This intimate portrait is very impressive.

Among the most fascinating clips is "The Call" in which Peter Jackson phones Singer from the New Zealand set of King Kong and asks the director to come help out with some scenes on his movie. (Jackson's schedule has exhausted him, and he needs Singer to take the reins for a few minutes so he can rest.) Again, the level of access is astonishing. Singer and his camera stride right onto the King Kong set without any trouble. It's amazing that Jackson can simply hand over control of his huge movie for a few scenes, but in a way it's a testament to the rigorous preparation that goes into today's typical $100 million blockbuster. Animatics and pre-visualization (moving storyboards) have been completed for every scene, so Singer has a clear blueprint of what shots are needed. It's just up to him and the actors to find compelling ways to fit the action into those shots. The episode is a revealing look at how strenuous the process can be – and how tiny the pieces are that fit together to make a scene. In addition, the one shot that Singer is shown directing is exactly the one NBC/Universal is using in its promo spots for the King Kong preview airing tonight shortly before 9:00 on NBC. Naomi Watts is on a patch of grass in the center of a giant blue screen stage, finding herself in the midst of a battle between Kong and a T. rex. It's hard to believe that the process requires Andy Serkis to be in a gorilla costume at the edge of the stage, but whatever. (In Lord of the Rings he was portraying a basically humanoid character; having him vocalize for Kong or perform facial movements for close-up shots makes sense, but anything more is just a heavy-handed attempt to force the issue of mo-cap artists as actors.)

I can't say enough good things about the Blue Tights Network idea. I'm not so excited about Superman Returns that I'll spend a lot of time hanging out on the message boards or reading the latest news, but the video journals are must-watch material for any movie fan. It seems like the filmmakers are involved in the discussions on the site and aware of what the fans are talking about. I hope that this means the studio will be incorporating that input into the DVD features where appropriate, because so many DVDs offer little of value in the features department. Now, while the movie is still in production, is the perfect time to capture all the assets that go into making some really informative and exciting featurettes. (See The Incredibles or Being John Malkovich on DVD.)

This website model should really expand beyond the mega-blockbusters and into all studio films. Movies create the sort of enthusiasm that makes viewers want to go to a website and talk about it – why shouldn't studios be involved in that process? Sites like the Blue Tights Network, OneRing, and Kong is King show that when the fans drive the discussion and the studio provides the content, everyone can win. Teensy independent movies are already using their websites to great effect, spreading the word about screenings and interacting with fans. When will the mid-range movies get on board? Why retain expensive in-house designers to put Flash and polish on the same basic site for every movie, when fans can build more compelling sites for you? Polished designs are great, but with lackluster content, the site is useless.

***

Don't forget to watch the King Kong preview tonight at 8:57 or so on NBC, USA, Bravo, etc. Should be kind of fun. (Plus, dinosaurs!)

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