James Mangold Talks The Wolverine: His Reluctance To Release A Six Second Tweezer And Whether He’s Met Mark Millar Or Not
It’s the end of June, and that means we have 26 days to go until Hugh Jackman slices his way back onto the big screen as everyone’s favorite mutant. Advanced tickets for The Wolverine go on sale tomorrow, and the media blitz of interviews and new images begins anew. This week some set visit reports have been making their way online. It’s a lot of your normal set visit questions and answers, but there have been a few really interesting answers from director James Mangold. He talked a little bit about the decision to release a six second Vine video on Twitter to tease, or Tweeze, fans with a quick look at footage before the first trailer was released. He also touched on whether or not he’s spoken to Fox‘s Marvel movie consultant Mark Millar.
You may remember a few months ago there was a six second Vine video released to tease fans with a first look at some footage for the film. At the time, it wasn’t too well received and many thought it was a weird thing to do since a 15 second teaser for the trailer was coming the next day with the full trailer to follow. It was essentially a teaser trailer for a teaser trailer to tease the main trailer. It was a teasception. Mangold was originally cold to the idea of the Tweezer, but eventually came around to the idea once it was explained to him and he got time to ponder on it:
I was really skeptical about it. When Tony showed me what they were playing with and then we messed with it a little more and got to this kind of 6 second thing, I understood suddenly what I never understood. ‘Cause the way it would have been pitched to me was ‘Oh people’s attention spans have gotten so short,’ right? And it was like ‘Yeah, they’ve not gotten so short that they needed 6 seconds or less.’
But what I didn’t understand — and the second I saw it I completely understood — is the way you could share something that small. Almost like a living playing card, in an email or a tweet or anything. Just as a chunk of data it’s so small, it’s a pellet. It has a different kind of power. Which I think was more prevalent. I mean, we got incredible saturation with it, a lot of people saw it and part of that had to do with the newness of it and interest in the movie, obviously, but part of it is it is really convenient. It is really smart. And I don’t think it’s because people wouldn’t want to see something a minute and a half or three minutes long. Because then, god knows, why they would even bother coming to the movie? But the fact is it’s our currency now, these little nuggets and quotes and objects. But it was a great idea and a great name: Tweezer.
The above highlights one of the problems with marketing a film- people either see it as something epic or an absolute failure. There isn’t a lot of room between the two extremes if you ever read comments on the internet and message boards. Mangold is well aware of that fact. He added a little more context to the Vine video by talking about walking the tightrope between teasing an audience to get them excited about the movie and showing them everything in the trailers:
They do, they talk to you about it. They reality is they can’t possibly show…it’s very hard to show 3 minutes of the film cut up in any which way and not be giving away an awful lot. Particularly things have changed so much in the sense that now it exists online and people are making screen captures even if its an 18 frame cut. They’re analyzing what everyone’s wearing in the screen capture, so you have several levels where you’re not done. Your visual effects aren’t done, so the trickiest thing is making sure what’s getting out is also getting analyzed in a way where, it’s such a complicated thing. Everyone is going “Where is my teaser trailer?” and the second they get it they’re going “Well, that looks half baked.” So you’re always trying to balance how you can serve people’s hunger but also understand that they’ll always be hungry for more, until the movie actually comes out.
Mangold has said a few different times in a couple different ways that The Wolverine won’t really tie into Bryan Singer‘s Days of Future Past or any of Fox‘s other planned comic book movies. The Wolverine serves as a one-shot of sorts and doesn’t get too tied down with what the other directors and screenwriters are doing. Because of this, he hasn’t spent any time with Mark Millar. Singer had said a few times that he didn’t really see a need to talk to Fox‘s Marvel consultant, and Mangold kind of felt the same way:
I’ve actually never met Mark. He’s been working on a script the whole time. One of the things that just showed from the studio’s point of view, I haven’t traded emails with him and talked to him with what I’m up to, but the reality is… I think what Mark’s doing and more so what people here are trying to do is just make everything line up in some way, but also at the same time to keep each filmmaker being able to tell a story that works. I honestly have felt, and maybe it’s the luck of this particular project or maybe it’s the way that things are going to operate now, but I feel that we’ve just done what we’ve felt like we should do and the studio has supported it. It’s honestly been a really lovely process.
You can read the entirety of /Film’s account of the group chat with Mangold by clicking here. It’s not too awful surprising that the director hasn’t spoken with the creative consultant. He’s been left well enough alone to do what he wants with the movie, so he hasn’t had to worry about who’s doing what. Mangold also shares a lot of fans’ sentiments when it comes to marketing a film. He doesn’t want to keep things 100% hidden, but he still wants to save some of the bigger and more exciting stuff until you get the chance to sit down in the theater and see it for yourself. It looks like there have been one or two big things revealed in The Wolverine‘s marketing, but I think Mangold has still held a lot back to surprise us. What do you think about his marketing thoughts? Did you like the Tweezer when it first came out?
Source : /Film