I still remember when I was a child and I could not stop watching Adam Sandle’s movies over and over again, it made me happy and moved me. Nowadays I think that they are not the best movies that can exist, but I still remember them fondly. And this is where my point begins, what happens when they sell smoke in a film or in general? What happens if the movie you see is not at all what was promised, and even more when they intentionally relate the movie to something that by coincidence is part of your culture or just a nice memory of your childhood? I want you to ask yourself seriously, at this moment I ask myself “what would happen if I saw Chris Hemsworth imitating Adam Sandle’s humor in a movie sold to the fans or like me a nostalgic of this incredible actor?” Obviously this would be nice and emotional only if it lives up to the theme, so to speak if it lives up to the promised expectations of the very personal and special concept it is linked to.
Marketing could make a simple movie become something so personal that you feel a need to consume it, but from mom’s life lessons we know that sometimes not everything is what it seems, like that crush was not what you thought and that movie you spent at least an hour on was a total disappointment.
As a reference I will take ¨Emilia Perez¨ by Jacques Audiard. During the preview of this movie the marketing theme was so good that maybe many doubted if the movie would have so much impact and if it was really as exciting as it was sold — it had strong points and themes like Visibility to trans people. In terms of culture there was Mexican culture, they had great Actresses and Singers starring in what could almost be a musical, I mean Selena Gomez had one of the main roles. As soon as the movie came out in the first few months it got some bad reviews, they said that there were themes that sold but they were all empty and some were offensive. In New Pink, Amelia Hansford opined “As a trans woman, this is why I think Emilia Pérez is sub-par, disingenuous, harmful nonsense… Basically Emilia is trying to repent for the sins she committed in her time as head of the cartel. The problem with this is that the transition is not a moral decision.” There was also a critical question to the director as to how a Frenchman could make a movie in Spanish and about Mexicans? The only thing people weren’t writing off was the musical part but in turn they made memes all over the internet. How could marketing fix the very disadvantaged movie? No way since marketing did their job.
As for the quality commitments of the entertainment, we are not necessarily talking about the money invested in it or the flashy effects it contains, but rather that it transmits what the director had in mind, that the effort and the purpose for which the idea went from an idea is understood, even in cinematography there are rules, We are humans and empathy is our gift, so we have a very strong connection with art and have criteria and that our tastes differ from each person, that is why art is so important in the society. It creates personality not only for those who create art, but also for those who feel it and think about it. I did a brief survey of people at NECC about whether they have ever felt this commitment to quality in entertainment — both gave me a look back that said it sounds like I must be a film critic or knowledgeable about film to understand your question. I gave them a brief explanation that although it sounds like theory you don’t necessarily have to be a Film Professor to know when you like a movie or when you don’t like it. Their relieved faces followed by an opinion from each of them. Anthony said, “I didn’t really like the Shazam movie, I was expecting more action and I feel that some parts of the movie are unnecessarily long. Maryangel, said “I feel that in general Christmas movies are very nice they have many clichés but they are clichés that you love because of the message that the holidays have and that is when people are closer together..”
They have empathized with the movies to the degree that they can give a totally valid opinion to the art. We can conclude that a film should not promise more than it delivers, commercially it is always good to exaggerate but promising without considering the consequence of compromising the quality of entertainment could be negative. When a film promises more than it can deliver it runs the risk of disappointing audiences which can affect both critical reception and commercial success. We also have to commit ourselves to our responsibility of quality entertainment, we must always contribute and build and as I like to say the opinion ceases to be when it hurts, is offensive or destroys.
