In today’s box office dynamics, it’s not the production values or artistic merit of a movie that determine its success. It’s the film studio/distributor’s ability to spend money advertising and promoting the film. That’s why independent movies find it hard to capture a big audience: they simply can’t afford to market their movies.

- - -

- - -

How much money are we talking about here? Well, big studios spend millions of dollars promoting big summer blockbusters. If spending $75million on the production of a franchise feature, let’s say for example Spider Man, then a similar amount (or 75 to 80 percent) will probably be funneled towards promoting the movie.

Right now, traditional media outlets (TV, magazines, newspapers & radio) are becoming more and more obsolete as moviegoers start to rely on websites to give them the latest in movie news. With the web’s global reach and the advent of social networking, a number of recently released films, such as Cloverfield, owe their success to the web. Some of the year’s most anticipated movies have already begun to ‘test the waters’ and engaged in what is now known as ‘viral marketing’. The most notable of these are Christopher Nolan’s new Batman movie, The Dark Knight and the latest in the Indiana Jones franchise.

In Part 3 of our Twilight series, we get doubly serious (and hopefully not too boring) as we examine what Twilight’s formula for both box office gold and critical acclaim might be.

[ Author's note: This is the part of the series that I'm most proud of. It's very challenging to do the research and to pick the actors from the supporting cast who will make it big. ]

Target: Critical Acclaim for Twilight

As if taking huge box office receipts were not enough! Is there a possibility that Twilight might be considered for critical acclaim? Perhaps, perhaps not. It will depend on how well the various aspects of the film work together. But there are some key elements we can look at, such as directing, the script and the lead cast members. Here’s our take:

Catherine Hardwicke in the driver's seat: The movie version of Twilight will feature substantially the vision of its director, Catherine Hardwicke. Not as well known as say Niki Caro or Kimberly Pierce, Hardwicke has nevertheless had her share of critical acclaim. Her first movie, Thirteen, won a number of awards including the Sundance Film Fest Directing award.

Hardwicke has mainly been known in the industry as a production designer and it was only five years ago that she first ventured into film directing. Two of her most notable films are Lords of Dogtown (Emile Hirsch, Heath Ledger) and The Nativity Story (Keisha Castle-Hughes). Both failed at the box office - Dogtown earned $11 million from a budget of $25M while ‘The Nativity Story’ earned $37.6M out of a budget of $35M. However, Lords of Dogtown garnered acclaim. Says Film Threat:

“As a document of history, this film will, no doubt, have the same fate as Dazed and Confused, with its cult growing through the years and its stars becoming monstrous Hollywood talents. It will probably serve as their career-best performances, as Dazed did for its cast. Nowhere is this more foreshadowed than in Heath Ledger’s performance as Skip Engblom, the owner of Zephyr Skate/Surfboards. Ledger proves he has the acting chops to keep his career rolling for at least a few more decades, seemingly channeling Val Kilmer’s talent to deliver a pitch perfect performance as a beach burnout mentor to the kids. A guy directionless in life until his Z-Boys come to life, but without the vision, drive and maybe desire to keep them, and his own company, as anything more than cult phenoms.”

One of Hardwicke’s plus factors is her proven experience in directing teen (youth-oriented) movies. She is also known for showcasing gritty realistic scenes, and does not shy away from action sequences. Twilight, being fantasy-romance, has its share of thrills and chills. It would be interesting to know how Hardwicke plans to attack these action sequences in order to make them highlights of the movie.

tMF’s take: Hardwicke is an intelligent choice to direct this movie. She has the experience and the skills to come up with an adaptation that Twilight fans will be able to appreciate. A product of the UCLA film school, Hardwicke won acclaim even before she entered the industry as a professional. The Texas-born architect is also well-known for her collaboration on film projects. The best example is when she and then 15-year old Nikki Reed got together to write a movie that would reflect Reed's teenage experiences. The script for the movie was completed in only six days and the result was Thirteen, her first and most acclaimed movie so far.

The Twilight Cast: Lead Actors

I would like to make a few comments about Rob and Kristen, who are the true heart of this movie. First, they are both amazing actors. Second, they are channeling Edward and Bella like nobody's business. Third, you might want to bring a paper bag to the movie, because their on-screen chemistry may cause hyperventilation. That is all. Stephenie Meyer.

Kristen Stewart is one of cinema’s most exciting and sought-after young actresses. However, her talent as a lead actress has yet to be proven. If previous performances are a measure of how well she can act and deliver, then she is on her way to the top.

- - -

- - -

She made five movies in 2007 including one of last year’s best movies, Into The Wild, where she played a shy country folk singer who fell in love with the movie’s lead, Emile Hirsch. This year, she also took part in five movies, including awesome roles in Yellow Handkerchief and Adventureland. Her role as Bella Swan is definitely Kristen’s most important role to date.

I'm very excited to have Kristen Stewart play Bella in the upcoming Twilight movie. She's an amazing actress with experience all across the board—action, horror, comedy, romance, and more. Since Twilight has moments that fit into every one of these genres, I'm thrilled to have a Bella who has practice with them all. Summit's vision of the Twilight movie continues to dovetail very closely with mine, and I'm comforted to know that my "baby" is in the right hands.

For every actress that has been suggested as Bella in the past few years, there are always a slew of critics that cry, "But she doesn't look like Bella!" (Which can often be translated thusly: "She doesn't look like ME!") To this I would like to say: "Of course she doesn't!" Bella is a fictional character, and she looks different to everyone. As is the same with every actor who will be cast in the next few months, no one is going to match up with your mental picture exactly—or mine. The thing to hope for is a really great actor who can make us believe she is Bella (or Alice or so forth) for roughly two hours. I think we've got that with Kristen Stewart, and I can't wait to see her step into the role! Ms. Meyer on Kristen as Bella

Robert Pattinson beat a number of aspiring actors for the role of Edward Cullen. Pattinson is best known for his supporting role in two Harry Potter films. He is also slated to play Salvador Dali in Little Ashes, to be released in 2009.

“I am ecstatic with Summit's choice for Edward. There are very few actors who can look both dangerous and beautiful at the same time, and even fewer who I can picture in my head as Edward. Robert Pattinson is going to be amazing, ” says Ms. Meyer on Pattinson.

A major factor in the movie’s success will be how realistically Kristen and Rob are able to play the two lead characters. Their on-screen chemistry could either disappoint and drive fans away or put them into a frenzy.

In the book, Kristen’s character is considered to be its soul. Twilight fans who have read the book numerous times will have high expectations regarding how Bella should be portrayed on the big screen. It will be a first to watch a leading lady without too many ‘star’ qualities and complications. Finally, a realistic young female character with flaws just like any ordinary teen gets to be the heroine!

Adding spice, mysterious appeal and charm is Robert’s Edward Cullen. As Bella’s romantic partner, Pattinson needs to be both preternaturally suave and sexy while at the same time desperate and tragic as he examine his ways and atones for all the sins he has committed as a vampire.

The Hype on Kristen and Rob: In the latest IMDb Starmeter rankings, Kristen took 6th place, while Pattinson is at 118th. At the recent tMF poll, Pattinson was the runway winner, beating 29 others as the site’s hottest young actor.

tMF’s take: Stewart and Pattinson are simply perfect for their roles. We have said this already in our previous Twilight post [Click to see article here]. Initial public reaction to the casting was quite favorable for Stewart, while Rob got some flak from a number of disappointed Twilight fans. But that initial wave of dissatisfaction has become an overnight frenzy over the British actor. Where else can you find the perfect Edward with the “lanky – not bulky physique, boyish looks and outright fashionable yet untidy hair.” ?

- - -

Support tMF by clicking these ads! Article continues below...

- - -

The Supporting Cast. tMF prides itself on its dedication to focusing on emerging talents. Some of Twilight’s supporting cast appear very promising. Armed with good looks and mass appeal, there is no doubt they are talented, having been chosen after some intense auditions. We’re placing our bets on three young actors and two young actresses who we think will make waves, and they are:

Jackson Rathbone. Ambitious, charming and armed with boundless energy and enthusiasm, Jackson Rathbone will play Jasper Hale, a Vampire and a former Major in the Confederate army during the Civil War.

tMF predicts big things for this very appealing young actor. Here’s a good introduction:

As a child, Jackson Rathbone was lucky enough to be able to live in various places around the world, because of his father’s job. He was born in Singapore, and then lived in Maydan and Jakarta (Indonesia), London, Connecticut, California, Norway, and finally settled in Midland, Texas. Jackson immediately became involved in the local community theatre and was accepted into the youth actor's program, The Pickwick Players. He was highly active in many extra-curricular activities, including basketball, track, soccer, baseball, and, the pastime of Texas, football. He even started a band and a mobile DJ business. Juggling so many activities started to become a chore so Jackson decided to stick with what made him the happiest, acting and music.

Says Jackson:

I started in theater and was actually on my way to study Shakespeare and theater at the Royal Scottish Academy with I moved out to Los Angeles, and here I am on a weekly drama! I realized that there aren't many roles for someone my age in the theater, so for now I'm concentrating on film and TV.

Nikki Reed. A favorite of Catherine Hardwicke, Reed is not just a talented young actress, but also an accomplished scriptwriter.

Not your usual young teen Hollywood celebrity, Reed is both “substance and form”. She abhors mediocrity and prefers challenging and difficult roles to the usual sugary roles commonly available to young stars. Reed will be portraying Rosalie Hale.

Described as: statuesque, model-like, with wavy hair to the middle of her back”

Rosalie has a strong character with a negative attitude towards Bella. It would be great to see two young actresses, Reed and Stewart, in some intense, dramatic scenes together.

- - -

Rachelle Lefevre. Young, beautiful and sexy. Well-educated and properly trained in the arts, Lefevre is definitely one of Canada’s most promising actresses. Her role as Victoria will further her acting career and give audiences an opportunity to watch an emerging talent.

For most actors, waiting tables is merely bridge financing between projects, but for Rachelle Lefevre it actually got her acting work. A regular client at a Montreal restaurant where Lefevre worked landed her an audition for a small role in the teen sitcom Student Bodies, which she didn't get. But shortly afterwards, the casting agent called her back about a lead role in the Telescene/YTV series Big Wolf on Campus.

"I got it! I didn't have a CV or a head shot or anything!" Lefevre recalls, talking on her new cell phone in her new apartment in West Hollywood, where she recently moved. "That was seven years ago... Now, I can afford a good head shot."

Indeed. Lefevre, with her trademark mane of curly red hair, has since appeared in the imX communications copro mystery thriller The River King with Ed Burns. Her CV of feature films also includes Noel, directed by Chazz Palminteri, with a star-studded cast including Penelope Cruz; the Remstar copro Head in the Clouds, again with Cruz and Charlize Theron; George Clooney's Confessions of a Dangerous Mind; and the romantic comedy Hatley High.

- - -

- - -

Taylor Lautner. Oozing sex appeal, yet still very young at 16, Lautner is a martial arts expert (karate) and an up and coming actor. He will play Jacob Black, definitely an important role and one of the most colorful characters in the Twilight Saga. Jacob is a werewolf and is in love with Bella Swan.

- - -

Success at the Box Office

California-based Summit Entertainment will serve as Twilight’s distributor. The new company boasts two top movie executives who are well known and respected in the industry. Summit’s press release reports that Robert Friedman and Patrick Wachsberger will serve as co-chairs of the company. Friedman will serve as CEO of Summit Entertainment. Wachsberger will be president of Summit Entertainment and CEO of powerhouse sales arm Summit Intl.

The two top executives recently closed a big deal that will affect the company’s future business dealings. Quoting a part of the press release:

Summit “….have closed a financing deal led by Merrill Lynch, along with a consortium of investors, that results in the creation of a new worldwide theatrical motion picture production and distribution studio — Summit Entertainment, LLC. Under the terms of the transaction, Summit Entertainment LLC will have access to in excess of $1 billion for development, production, acquisition, marketing and distribution of filmed entertainment across all media.”

Friedman used to be vice-chairman and chief operating officer of Paramount Pictures, one of Hollywood’s big studios.

"We want to deliver studio-quality product at a reduced cost," Friedman said in an interview, noting that films will be budgeted in the $20 million-$60 million range. "But that doesn't mean we're going to shy away from spending on marketing."

Summit’s Strategy: Target a specific market - young teens, with emphasis on story/subject matter instead of stars. Says The Hollywood Reporter:

A second big bet, Catherine Hardwicke's teen-vampire drama Twilight, also has few top names but looks to capture an audience familiar with the literary source material.

tMF’s take: A bona fide box office hit! With an infusion of fresh funds, I have to say that Twilight may not have problems when it comes to promoting the movie. There are already reports that Summit is really concentrating its efforts towards the completion of the movie.

While the promotional and ad strategy for Twilight will be very important , especially for those who have not read the book and are outside the so-called Twilight fandom, there is one big advantage the movie already has: the huge Twilight fan base. While this is not a 100% certainty, there is no doubt regarding the fans’ dedication to Meyer’s book. This has been proven time and again and once the movie is released in December, we’ll find out just how committed they really are.

- - -

The Twilight Saga articles at tMF: Part 1 is all about Stephenie Meyer, while Part 2 explores the Twilight Fandom (still with more interviews to come!).

x

Comments (7)

Subscribe to this comment's feed

Interesting Piece
written by be my escape, April 19, 2008

I think this is an interesting piece. I am always fascinated by how a production company chooses to promote a film. I also think you made some good choices for the emerging talents from Twilight. I must admit I saw Cam Gigandet in Summit's "Never Back Down" and he is very impressive as a bad guy. I can't wait for the film and the last part of your article. Keep up the great work

Great Job
written by Lady Noliana, April 19, 2008

I'm so thrilled that The Movie-Fanatic is putting such time and effort into creating interesting, insightful, and accurate stories about the Twilight movie. Far too often, news blogs dismiss the movie at first glance. Fans of the book definitely appreciate your efforts to explain the appeal. I'm definitely glad that Summit wants to waste no money on marketing. The ad campaign for Twilight will be key for those who haven't read the books. I, too, hope that the movie boosts the careers of all the actors and assures more movies to come! Again, thank you for taking the time to research and write about this.

Awesome
written by Ann, April 19, 2008

"Pattinson needs to be both preternaturally suave and sexy while at the same time appear desperate and tragic as he examine his ways and atone for all the sins he has committed as a vampire"

That was beautiful! And I think Robert can totally pull it off!

Summit's Strategy is also very reasuring. It seems like too many movies today rely too much on star power and not enough on the actual story. I think Twilight has the perfect balance!

It was also very interesting to read your choices for the most promising emerging stars. I was expecting to just see the rest of the actors who were cast as the Cullens, but I was pleased to see your reasoning behind the choices. I had no idea that Rachelle Lafevre had so much work lined up. And although Victoria isn't really the biggest or most talent show casing role, I think there's something special about her.

Thanks for another fabulous article!

Worldwide
written by Bren, April 20, 2008

"This has been proven time and again and once the movie is released in December, we’ll find out just how committed they really are."

If they sets a worldwide premiere date for Twilight like they set to Harry Potter, you'll definitely see our commitment. Twilight fandom is made up not only by USA and UK residents. I hope they take that to consideration.

Great article! I can't wait to see the movie!

Nice!
written by urduja24, April 20, 2008

Your article is very objective and informative. I hope that your prediction regarding Twilight's success would come and like other Twilight fans out there, I would definitely support it!

...
written by sbk, April 21, 2008

Very interesting article! Great work! I love all the 'Twilight' stuff!

Great article!
written by fiona, July 09, 2008

Good job on the article!
I discovered tMF only yesterday thanks to HisGoldenEyes.com, and I am very grateful for your Twilight related articles!

Name

Email

Website

Title

Comment

smaller | bigger

Subscribe via email (Registered users only)

Add Comment