According to this news story the folks in Hollywood are blaming the rise of Texting, using your cell phone to send instant text messages to your friends, for the really piss-poor performance of so many summer blockbuster movies this year.
The problem, they say, is teenagers who instant message their friends with their verdict on new films – sometimes while they are still in the cinema watching – and so scuppering carefully crafted marketing campaigns designed to lure audiences out to a big movie on its opening weekend.
“In the old days, there used to be a term, ‘buying your gross,’ ” Rick Sands, chief operating officer at Miramax, told the Los Angeles Times. “You could buy your gross for the weekend and overcome bad word of mouth, because it took time to filter out into the general audience.”
But those days are over, because the technology of hand-held text-message devices has drastically cut down the time it takes for movie-goers to tell their friends that a heavily promoted summer action movie is a waste of time and money.
Here’s an idea: Try putting out movies that aren’t totally craptastic and then the speed at which word-of-mouth reviews of your films travel these days might actually end up working in your favor for a change. A good place to start would be to beat some sense into everyone who had anything to do with League of Extraordinary Gentleman and Gigli.