It occurred to me the other day that there is a serious problem with the way audiences and films interact these days. It’s a relatively new problem, one that has grown up with social media, but it has roots in an older aspect of film production, namely the test screening. The idea being that before a general release, a film is shown to select audiences to gauge reactions and tweak the final cut before it is set free into the zeitgeist. There’s logic to it, certainly, but I’ve always been uncomfortable with it because it’s an attempt to anticipate what should be an honest reaction to a work of art. I try to imagine Rembrandt showing a painting to a client halfway or two-thirds finished and, depending on the reaction, going back to change it to conform to some inarticulate quibble on the part of someone who has no idea what should be on the canvas. Art, to a large extent, is a gamble, and test screenings are the equivalent of loading the dice or counting cards.
It’s understandable, of course, because a movie is not a painting done by one person, but a hugely expensive collaborative work with investors and questions of market share. But it still bothers me. (What if a test audience had complained that Bogey didn’t get Bergman at the end of Casablanca and the studio went back to change it to suit?)
Today there’s another phenomenon that is related to test audience but is even more invasively surreal. The pre-assessment by fans ahead of release. Sometimes years ahead.
This obsessive speculation has evolved into a form of semi-creative wheel-spinning that mimics a huge test audience, the key difference being that it is “testing” work not yet done. Fanfic seems to be part of this, but only as a minor, and apparently undervalued aspect. We have a large, active community engaged in predetermining what will, should, ought not, and might happen in forthcoming movies. Large enough and active enough that I believe it has affected how those movies are made, possibly unconsciously. The feedback loop is pernicious. The vindictiveness of the test audience can also be so severe as to impact decisions that have yet to be taken up.
The most visible way this has manifest—and this varies from franchise to franchise—is in the “look” of new films, especially in the effects, but also in the selection of cast, location, and choreography. Whether intentional or not, film makers pump things into next productions in an attempt to meet the expectations of this hypercritical superorganism.
This organism constructs alternate narratives, raises possible plot lines, critiques character development, and then, when the finished product fails on some level, engages in the kind of evisceration that cannot but give the creators pause to rethink, check themselves, question (often pointlessly) every choice made to that time.
I’m not sure this process happens at any conscious level, but it seems to mean the Doc Smith approach to bigger, splashier, louder, stranger films, at least in the Marvel and DC universes, and to a lesser extent the related products like Valerian or any given Bruce Willis vehicle of late, is a response to this incessant viral nattering. The anticipatory critical response must get through and affect the people in the main office.
Television has suffered less of this, it seems, because, at least in terms of story, these series suffer less from the kind of crippling second-guessing the motion pictures display.
Before all this near-instantaneous data back-and-forth, studios produced movies, people may have known they were being made, but little else got out to the general public until the trailers announcing upcoming releases. Based on those, you went or didn’t, and the movie was what it was, and you either liked it or didn’t. We were not treated to weekly box-office reports on news broadcasts. The films, with few exceptions, had a two-week first release run at the front line theaters, then moved down the hierarchy for one or two week engagements at smaller chains until they ended up at a tiny local theater, after which they vanished until popping up on tv at some point. You then went to the next and the next and the next. Choice was addressed by the fact that at any one time there might be a dozen new movies coming to the theaters a month. The film was what the producers made it. It was offered, you saw it, you took your response home, that was it.
A lot of the product was mediocre, but often reliably entertaining, and for the most part was made in a way that studios were not threatened with bankruptcy if they failed. The really great ones came back from time to time or enjoyed extended runs in the theaters.
Fandom evolved and when the age of the internet dawned and the cable industry grew and the on-demand availability of movies was met by videotapes (later DVDs) and now streaming services, the products remained in front of self-selected audiences all the time.
This has changed the way these films are made. Not altogether to the bad, I hasten to add. I believe we’re passing through a kind of golden age of high quality films and certainly exceptional television.
But the budgets, the tendency to ignore better stories that lack the kind of epic myth-stuff of the major franchises, the endless bickering online and subsequently in conversations everywhere, and now this absurd war on what is, for wont of a better term, SJW content…
I can’t help it. Grow up. So Doctor Who is a woman. Big deal. The character does not belong to you. Instead of chafing that some reification of idealized masculinity in being threatened, try just going with it and see where it takes you. That’s the whole purpose of storytelling! To be remade by narrative and offered a new view! To be challenged out of your day-to-day baseline assumptions!
Star Wars has been ruined by all the SJW crap! Really?
While I can see that discussion groups and this expanded dialogue can be fun and instructive, I think an unintended consequence has been to grant certain (very loud) people a sense of ownership over what is not theirs. The cacophony of anticipatory disappointment actually has a dampening effect on those of us who would simply like to be surprised and delighted all on our own. There is utility in silence, purpose in the vacuum, a vacuum to be filled by a new film. Box office is (or can be) detrimentally affected by the chattering carps of disillusioned fan critics who are terrified of James Bond becoming black, of Thor being turned into a woman, of the Doctor showing us how gender prejudice applies in our own lives.
I’ve been disappointed with new manifestations of favorite characters in the past, don’t get me wrong. My response has been to turn to something else. Those characters don’t belong to me, I don’t have a right to expect their creators to do what I think they should, and I recognize that probably a whole lot of people are just fine with a new direction. Otherwise sales figures would push them to change it again. it’s the pettiest of sour grapes to try to preload a rejection in advance of actually seeing the product.
I have no numbers to back up my impression, but I think it worth considering that the “my life will end unless the next movie comes out exactly the way I want it” school of anticipatory criticism is having a distorting effect over time, both on the product and on the ability of audiences to simply encounter something “clean” and take a personal and unmitigated response away from it.
Just a thought.