Thursday, May 31, 2012

Are Movie Trailers Behind The Times?




Let's face it. Movie Trailers are an art form in and of themselves. The dramatic editing and choice of music is meant to compel the viewer to go see the film. A trailer has to walk that fine line of revealing enough key scenes to tell what the film is about, yet not give away everything. Like a burlesque show, it is the art of the tease. Show em a little leg, and they'll beg for more.

Yet, in the 21st Century, this art form is becoming more and more outdated. The movie trailer operates under the assumption that it's preserving the integrity of the film and its content. However, in the modern world of cinema, that integrity no longer exists.

Case in point: The Amazing Spider-Man. Several teasers and trailers have been released as of this writing depicting the action/drama of the upcoming reboot of the franchise. The main villain is the Lizard, and in the grand style of movie trailers, we only get the quickest and most subliminal peek at this classic villain. We get a sense that it's the Lizard, but we also feel urged to see the film if for no other reason to see how the character is realized on film. A great technique if this was 1982, but this is 2012, and trailers haven't caught up. Within mere minutes of a trailers release, fans will stream the trailer online, freeze frames and analyze every image. The subliminal image of the lizard is now available for in depth scrutiny, long before his intended reveal on the big screen.


Of course, it could be argued, that there is no intended reveal? Perhaps not. Even those who shy away from websites and internet scrutiny are still confronted with spoilers authorized by the studios themselves. The toy lines come out with action figures, children's books are released with the illustrated novel of the film, all BEFORE THE FILM'S THEATRICAL release.

This isn't a trend that started with Spider-Man. It seems big-budget blockbusters with toy/fast food/merchandise tie-ins seem to have no problem letting the cat out of the bag. Go back to April 1999, Star Wars: The Phantom Menace, arguably the most anticipated film of the decade, releases its soundtrack to record stores. On the back, the track list includes a title called, "The Death of Qui-Gon-Jinn." Really, you're spilling the beans about a major character and what happens to him?

This cat out of the bag method has not hindered the movie studios at all. In fact, one could go back to 1999 and see how year after year box office records are continuously shattered. Fans, getting more than they want  out of a film before its release hasn't discouraged them from buying a ticket. The studio seems on board, the fans are enthusiastic, yet the trailers haven't seemed to embrace this concept. Perhaps the art of the tease is lost on today's instant gratification culture. It will be interesting to see if and when trailers get repackaged to reflect this current trend.


Monday, January 23, 2012

Critic's Cafe: Are Movie Credits Unnecessarily Too Long?


Bill: Ever notice how long movie credits seem to be? I think they systematically get longer every year. The question is: Who deserves to be listed in the movie credits? Personally, I believe that anyone who’s work is visibly or audibly represented in the film deserves credit. That means caterers and their staff, drivers, personal assistants to the actors should be excluded.

Scott: Interesting. So you think too many people are being listed in the movie credits, huh? Well, I’ve got to say, I agree with you in part. It does seem silly to credit folks who are basically unskilled laborers. But you’re not saying they don’t deserve any credit, are you? They still perform important jobs without which the film would not be able to be made. You’re just saying that they shouldn’t receive written credit in the scroll at the end of the film... right?

B: That’s a loaded statement, “the film would not be able to be made.” Surely if John Doe didn’t fetch Mr. Spielberg his bear claw and coffee, someone else would have. It would not have impacted Schindler’s List in the slightest. So no, he does not deserve a movie credit. However, if John Doe was an assistant prop guy who placed a coffee mug on the table that was in frame during the shoot, than yes, he deserves to be in the credit.

S: I’ll concede the point, but I’ll maintain that the workers on the film that produce no visual or auditory result still perform important functions - think of them as grease between the wheels. By your standard of who should receive credit, film credits may actually not be inclusive enough. I was just examining the credits for Captain America and, although the credits list is quite comprehensive, I noticed that it doesn’t list every extra who appears in the film by name.

B: I think in terms of extras, there is a legal reason. Since extras work for free, the studios are not obligated to credit them as they are not on the payroll. Surely a movie like Rudy isn’t going to name 20,000 fans at the stadium.

S: Hey, I’ve been an unpaid extra before (Major League 2) - I got paid a hot dog and a soda for an entire day’s work of cheering! But specifically to Captain America, I don’t believe that the soldiers at the USO show in the crowd or the many extras in the lab were unpaid volunteers - there is such a thing as a professional extra. If the guy who places a mug on a desk gets credit, why not the scores of extras whose faces actually appear in the film?

B: So, are you arguing for LONGER credits?

S: Not necessary - perhaps just a refocusing of priorities. It seems odd to me that Tom Hank’s assistant gets into the credits but not some of the people that actually appear in the film. The same can be said of the musicians who play in the orchestra - they go uncredited but they serve a critical function to the film. In my opinion, ditch the accountants and janitors in the credits and use that same space to actually credit the folks who make a difference on the screen.

B: I see your point, but since the goal is to reduce credit length, it seems you’re in favor of omitting a credit and replacing it with 20. For example, you bring up music. So, in Star Wars, who’s responsible for the dramatic theme? John Williams? Sure. He composed and conducted it. I don’t need to know the name of every oboe, tuba, and violin player during the production.

S: Let’s agree to disagree on that point. I was just taking your earlier assertion to the logical conclusion. I actually think that credits should be WAY shorter... perhaps “Wizard of Oz” short. There are only 37 people credited in the Wizard of Oz (the cast and the major creative supervisors such as the producer, director, costumes, etc.).

B: Well, maybe not THAT short, but I get ya. In today’s cinema, special effects are a huge contribution to movies that weren’t around then.

S: Wizard of Oz had a special effects credit!

B: Right, but in today’s world, what is a special effect? Is it CGI? Animation? Horror make-up, etc? To simply say “:Special effects by _____” isn’t specific enough. In Star Wars, if they credited Phil Tippet with “Special Effects,” what special effect? Did he build the model star destroyers, or create the visual effect of the lightsaber?

S: Well, hence the slippery slope that has gotten us where we are today. I think it’s actually very difficult to draw a clear line in the sand and say, “These people directly contributed to the film and these people didn’t.” Are there clear examples of both- sure (director, caterer). But there’s a big, fat grey area in the middle as well.

B: Every journey begins with a first step. So, let’s first weed out the obvious ones. Who are they?

S: Well, I’d definitely say anyone who is pushing paperwork behind the scenes needs to go. Personal assistants, food services, tutors for child actors, and nurses as well. Agree? Got more to add?

B: I agree. Who would I add to that list? Production assistants. Like personal assistants, they are essentially errand boys...oops, errand persons. Also, security.

S: Ha... that’s funny! I’m actually surprised how many of the job titles have the word “Man” or “Boy” in them still. I also noticed when I was examining the Captain America credits how many supervisors, directors, producers, executives, coordinators, and managers are listed! It’s literally SCORES - probably a few hundred. That’s sick! Now wonder these movies cost hundreds of millions of dollars to make!

B: What about concept artists? Those that paint concepts of characters and scenes, many of which don’t actually make it into the film.

S: See, that’s a big grey area, isn’t it? I would personally include these folks. I’d rather include the person who conceptualizes the things on screen than the electricians and plasterers who make it come to life.

B: Yeah, I’m going to disagree with you there. Those that bring it to life are more deserving IMO than those that conceptualize it. Not that concepts aren't important, but neither is crediting those who don’t make the cut. The guy who conceived Jabba the Hutt as a 6-legged crab-thing shouldn’t be in the credits, should he?

S: Wait until the next special edition... lol.

B: Also, when it comes to music, recording, etc., I’d be fine with differentiating between direct and indirect hires. For example, let’s take music. If Elton John writes and performs a song in the film, he gets a credit as he lends his unique talent to the film. Where as an entire orchestra does not need to be individually credited. Unless a particular musician is brought in for a solo piece or what have you. Now, extrapolate that concept. If you contract an audio studio to do the recordings, the company, and maybe manager/director gets a credit. But any “in-house” staff should not. Again, same applies to all areas of special effects, etc. Unless someone is specifically brought in because of a unique talent.

S: Okay, but how would you answer somebody who says, “What does it matter? There are no negative consequences to having a longer credit sequence!”

B: Actually there is. I generally make it a rule not to pay for a movie ticket unless the run time is 90 minutes or longer. That is the definition of a “feature length film.” Since credits are included in a films run time, I don’t want to see an 82 minute movie cause the credits ran an additional 10 minutes. Also, those pesky PCS, or Post Credit Scenes that fanboys wait for at the end of, well, Captain America in this example, to get a tease for the next film. It traps people into essentially sitting through nine minutes and 800 people you will never remember or care about.

S: I agree. I also think that in the mentality of crediting everyone, you actually deny people credit because the names become just a big blur of small font. Compare Wizard of Oz and Captain America again - WoZ has really big font letters up on the screen for seconds at a time so you can actually read the entire page. To read the credits for Captain America I needed to pause the movie over and over again. So I think all-inclusive credits are actually harmful.

B: Lol, just wait till Captain America hits cable television. The 9 minute credits will be reduced to 11 seconds on a condensed screen as the next show/movie begins.

S: True dat. So let’s wrap this up. Although we seem to disagree on the specifics, we both agree that movie credits need to slim down and trim the fat. Any final thoughts?

B: Yes, Jessica Alba is hot. :)  

S: The movies should credit God for that! lol

B: Got to thank God for a (insert favorite body part) like that. Seriously though, too many credits only serve to create a disservice to the artisans and craftsmen who make the movie happen. I, as a movie goer, will see a film based on who directed it, and/or who stars in it, who wrote it, or even the music score. Flashdance anyone? I don’t see films because Tony’s Food Service catered the production.

S: Agreed. Maybe that’s a good rule of thumb: Credit only those job titles that attract moviegoers.

B: Agreed.

This conversation was brought to you by...

Cast
Bill - Himself
Scott - Himself

Crew
Conceptualization - Bill
Scheduling Coordinator - Scott
Font Scout - Scott
Casting - Bill
Score - Bill
Location Scout - Scott
Lead Editor - Scott
Assistant Editor - Bill
Stunt Coordinator - Bill
Assistant to Mr. Scott - Scott’s wife
Assistant to Mr. Bill - Bill’s wife
Dialogue Coach - Scott
Continuity Director - Scott
Stand In - Bill
Best Boy - Bill
2nd Unit Director - Scott
2nd 2nd Unit Director - Scott
Caterer - Taco Bell

Microsoft Windows XP Production/Crew
Co-Founder Of Microsoft Bill Gates
CEO of Microsoft Steve Balmer
also
Brad Silverberg
Bob Muglia
Paul Maritz
Jim Allchin
Orlando Ayala
Mike Maples
Chris Smith
Jim Grey
Gordon Bell
Bernard Vergnes
Rick Rashid


No animals were harmed during the production of this blog

Any similarities to persons living or dead, locations, names or titles is purely coincidental, and not to be inferred

Based on a true story

Special thanks to:
Acer
Google
Septre
Blogspot
Al Gore  - for inventing the internets (yes, internets)
Macho Man Randy Savage - for his tireless pursuit of perfecting his craft and inspiring generations of colorful characters. May you R.I.P.
Arial - For being the default font on most major document programs.


George Bush hates black people

Michael Moore is right, about everything... EVERYTHING!



And now, the Post Credit Scene...enjoy.



Monday, November 7, 2011

Theater Gimmicks

Bored with 3D? Of course you are! Looking for the next big thing? Spy Kids 4D has the answer... maybe. The audience members will receive scratch and sniff cards that they're suppose to smell at certain points during the film. The way it works is that numbers will actually appear on the movie screen in the middle of the movie. The audience is then suppose to scratch the corresponding number and, well, sniff.

While this is an interesting gimmick I doubt it'll catch on as an industry trend. Who wants to come out of the movie experience altogether to interact with a piece of cardboard? I know a movie is good when I get completely immersed in it and forget all about the outside world. The Aroma-Scope takes me away from the movie and back to the real world. I'd say the best thing about this attempt at movie innovation is the publicity Spy Kids 4D got from it.

Not that stunts like this are all that new. A recent Time magazine article detailed quite a few theater tricks that were tried and failed. Among them is Smell-O-Vision. Smell-O-Vision filled the entire theater with smells at different times in the show. At least you didn't have to use a piece of cardboard. Then there was the Tingler which vibrated the seat of movie patrons for the movie, The Tingler (appropriately enough). Sensurround, Psychorama, Hypnovision, Cinerama, and the list could go on.

When are studios going to learn - audiences don't want cheap tricks and gimmicks. So, in other words - Hollywood, if you want our "scratch" you'll produce a quality product or you'll "sniff" and wimper when you see your box office recipes.

Saturday, November 5, 2011

YouTube: Entertainment For Free



It seems that in the last ten years, a small little idea has grown into a pillar of the internet community. A place where videos can be watched, for free. The content? Home movies. At least, that was the idea. But go to YouTube today and you'll see music videos, and live performances of thousands of artists. Clips from television shows, as recent as Two and a Half Men, all the way back to Mary Tyler Moore. You'll see movie clips and trailers. Sports fans can catch game highlights, and wrestling fans can re-watch classic wrestling matches. Plus, you can read and share comments on every clip. The only content you won't find is porn, but that's ok.

Still, the strength of YouTube seems to be the home movies. Or to be more accurate, original content. People from all walks of life can express themselves creatively. All they need is a camera. Sure, budgets and talent help, but no matter, it's still entertaining.  Here are a few examples:


Ever feel like this guy? Sure, cause we all know a girl like this, admit it:
She's Too Good For Everyone

In fact, struggling musicians can find instant success with YouTube. Take Dave Carroll, an unassuming fellow who wrote a song about his year long struggle with United Airlines' Claim's Department. Apparently, his guitar was broken by United's baggage handlers, yet they won't assume liability. So, he did what most musicians did, he wrote a song about it. Then, he decides to make a music video on a shoe string budget. It took off, and after 10 million hits, David found United Airlines much more sympathetic, and willing to replace his guitar. Thus the power of music, protest, and public awareness.
United Breaks Guitars

Still, money is no object. Heres some kids who invested maybe $40 in this video. But clearly the real investment is their time and creativity. Consider their creativity, attention to detail, and mathmatical skills regarding scale and timing as they convert a Guitar Hero song into a track they ride a bike across. Notice the flashing lights in perfect sync with the track markers. Way to go guys.
Bike Hero

Believe me, this barely scratches the surface. Want to see Jackass-like fails and pranks, YouTube's got em. Animal lover? There's tons of cute dog/cat/hedgehog/parrot/rabbit/whatever videos. And it's all free. Streaming right to your pc, and now, to your television set. That's right. PS3 owners have enjoyed this feature, and soon XBox 360 owners will too. Imagine watching this on 1080HD
Fan Made Tribute to ECW


Sunday, October 30, 2011

Warning: This Review Will Save Your Life




I cant post this on Retro Review, due to the mandate that all films posted there must be at least 15 years old. But this movie needs to be addressed, not to incite people to see it, but to warn them. It is indeed the worst film ever. Trust in the review, DO NOT see this film, it will F*** you up for life.

Title: Actium Maximus: War of the Alien Dinosaurs
Starring: Mark Hicks, a box with a blue knob, and a stalagmite. 
Written by: Mark Hicks
Directed by: Mark Hicks
Rating:  Negative * * * * *


Let's talk about bad movies for a moment. A bad movie tends to fall in one of two categories. The first being that it has some redeeming quality. Maybe it's funny in spite of itself, maybe it becomes a guilty pleasure. The other category is one that is so abysmally bad that it can only be enjoyed with friends over beer and pizza, laughing and making MST3K-esque comments throughout the film. The later was our intention when deciding to watch Actium Maximus: War of the Alien Dinosaurs.



This movie was far beyond bad. It belongs in a category all by itself (and then that category, along with the film, needs to be shot into outer space). In fact, ten minutes into this film we could no longer make fun of it. It became physically painful to watch, and may have caused permanent psychological damage (I now have an incontinence issue when confronted with play-doh). So bad was this film, that upon completion of watching it, I fully expected my phone to ring, and a voice on the other end informing me I would die in 7 days.


It is unclear what writer, director, editor, composer, weight watcher's drop-out, village idiot, and star Mark Hicks was shooting for, but what is clear is he was not taking his medication. You would think a movie, containing both a narrator and subtitles would make the plot easier to understand. Not so. The narrator speaks as distinctly as the Daleks from Dr. Who with a bad case of strep throat. The subtitles, often paragraph long and displayed for only 3 seconds, was certainly in need of a spell checker. I'm no expert, but if I was to venture a guess, Mark invested his life savings into this film, all $140.00, and $25 of that was spent on Chinese food while editing. 

There were very few humans in this film. Mark Hicks plays Jacinlun Axezun (say that fast 5 times), a character similar to Han Solo. That is if Han was an overweight, monotone, lifeless dullard with all the bravado and sex appeal of a substitute chemistry teacher on anti-depressants. The arch-villain of this film is Grand Automaton Polpox (sounds like a disease) wonderfully played by a box with a blue knob. In order to divert the masses from his genocidal plans to exterminate the Rebel Laffrodites (I seriously am not making these names up)he holds these grand exhibitions pitting alien dinosaurs in mortal combat. Get ready, some serious blue-screen work here. I guess Phil Tippit was booked, because these dinosaurs were crafted from sock puppets, coated in play-doh, bacon and corn syrup. 

Every good director knows to have an establishing shot, especially when moving from one location to another. Mark doesn't disappoint here, as he creates an establishing shot of the exterior of the city which was actually the surface of a water-less aquarium.

Sounds good so far right? So while Mark and his crew (consisting of some woman who may or may not of had dialogue, as she apparently didn't have a microphone) Polpox's right hand man, played by a stalagmite, warns him of an assassination plot against him. The assassin, as it turns out, is a moth. Go figure. 

The subtitle, "War of the Alien Dinosaurs" is also confusing. To be defined as "alien", it must come from an alien world. That's fine, as Polpox gathers dinosaurs from other planets. But dinosaurs? Unless he has a time machine, these beasts would just be indigenous animals. Or are the indigenous animals once prehistoric animals from the homeworld that somehow migrated across space. But, considering that these dinosaurs are made out of sock puppets, play-doh, bacon and corn syrup, I suppose it doesn't warrant much thought.

The one saving grace this film offers is intellectual higher ground. What that means is, if someone is engaged in a conversation and utters the phrase "(insert name here) is the worst movie ever", take comfort in knowing they're wrong.As for me, if I was the sole survivor of a global holocaust, and this was the only DVD left on Earth, believe me when I say I would glee-fully coat my eyes with honey and face-plant into a pile of dirt covered in fire ants.

Sadly, Mark intended this to be a full on series. This was to be his grand gift to the world. If Mark truly wants toi give us a gift, he should climb the highest building and jump off it, with the master copy of the film, and his  chinese food.



YOU HAVE BEEN WARNED



Tuesday, October 25, 2011

Are Video Games Replacing Movies As A Favorite Pastime?

 
In the late 70's I bummed a quarter from my Mom to play this game called Space Invaders. There were several rows of nasty looking space critters slowly descending level by level, and it was up to me to save the Earth. I moved back and forth, I slammed the fire button a thousand times, killing off one alien at a time. They would shoot back, but with some evasive maneuvering, I was able to avoid their lasers and fire back. As they got closer and closer, they began to move faster. Licking my lips, I could taste the sweat. The fate of the world was in my hands. Who would stop the invaders if I fail? A quick move to the left, a rapid fire succession of plasma bolts, and I killed the last one. Earth was saved! Or was it? Seems, that was just the first wave. A whole new crop of invaders showed up. It was more of the same, only they moved a bit faster than before, and they seemed to fire more frequently. I didnt have time to aim, I had to spray and pray as the aliens were unrelenting in their assault. One by one, they took out my defenders till I was down to my last man. In an epic battle for cosmic supremacy, I fended off the last several invaders until one lucky shot by this tick looking alien hit me. GAME OVER. I have failed to save the Earth, but I swore I would return. They haven't seen the last of me.

From that moment on I was hooked. I would return to take on that second wave, eventually defeating them. Then a 3rd wave, and a 4th, 5th, etc. It never ended. The better I got, the more there were. Video games became a passion. That Christmas I received my first video game system, the Atari 2600. I had the Combat cartridge, as well as Laser Blast and Asteroids. From 7am to 9pm, I was in the kitchen, plugged into the tiny black and white television kept on the counter. Lunch and diners were served to me there in the hopes that I would eat. I cared not for any other activity that whole vacation. I would go on to collect such classics as Bezerk, Adventure, Pitfall, and Kaboom. As I got older, I hit the arcades, where non-athletic competitors entered the proving grounds of dominance by climbing the leader boards. Pac-Man, Paperboy, Tron, Donkey Kong, Q-Bert, Frogger, Centipede, MACH 3, Spyhunter, Xevius, and Punch-Out where familiar friends to me.

As time went on, video games evolved. Better graphics, more buttons, more challenges, and more expensive. Suddenly, arcade games were 50 Cents, 75 Cents, and even a Dollar. However home game systems like Sega and Nintendo brought the arcade experience home. Unlike Atari, Coleco, or Intellevision, these consoles perfectly translated what the player experienced in the arcade at home. In terms of graphics, sound, and play, it was identical. But for the most part, video games were the same. An endless series of repeating events that escalated in speed and intensity until mental fatigue or lack of extreme hand/eye coordination caused you to die.

Then something happened. Video games started to have endings. Legend of Zelda is generally attributed as being the first to do this. Programmers recognized that many games already featured characters and plot. So why not expand on that? With the integration of RPG style gaming, players could build their characters up, customize them, and send them on an adventure. An adventure that had a goal, and once the goal was achieved, the story ended. Your initials on the high score leader boards became less important than facing bosses (end of the level bad guys who offered unique challenges to players), leveling up, and defeating the head honcho.

As we moved into the 21s century, programming has become so sophisticated, that many video games look and feel like a theatrical film. Indeed, whole teams of people are assigned to a games lighting, or texturing. Voice actors are brought in. Plots are story boarded. In fact, with games like Modern Warfare, Gears of War, Red Dead Redemption, watch the end credits. Their as long as movie credits. Millions of dollars are spent on their production as video games are fiercely more competitive than Hollywood is. Top talent is brought in to do voice over work. Ray Liota, Samuel L. Jackson, Ving Rhames, Tobey McGuire, Dennis Hopper, Carrie-Ann Moss, Seth Green, Kiefer Sutherland, and Mark Hamill just to name a few, have lend their talents to the interactive experience.

But it's not just actors and graphics that make these games engrossing, it's the writing. Video game programmers must have an understanding of the theatrical arts. Making a character look nervous is one thing, but why is that character nervous. Animators create body language that accurately depict fear, hostility, suspicion in how they get their characters to move and behave. Programmers create engines designed to have characters behave in certain manners depending on the events around them. This all leads to more and more realism. Some of these games have real emotional weight. Combat games sees allies and friends die. Cinematic cut scenes allow you to take a break from the controller and better understand why your character is there, and what his/her motivation is. At the end, genuine emotions ranging from sorrow to euphoria as you once again save the human race, rescue the girl, stop the enemy from nuking the city, or whatever the resolution is to the epic adventure you just played through.

While movies continue to entertain us in a vicarious way, video games plunge us into the action and mystery of what's on screen. When the music escalates, we get nervous. In a movie, it's easy to yell at the screen, telling the curious person "don't open the door." In a video game, not only will the character open the door, you must be the one opening it. Movies are also a pleasant diversion for two hours, give or take. A video game story can last 10, 14, even 20 hours or more of game time. If its an RPG like Mass Effect or Dragon Age, be sure to clear your calendar. Friends meet at school, and talk about their experiences. Unlike a movie, it isn't about "did you see this", it's about 'this is what I did", or "how did you get past that?" It becomes a shared experience.

In terms of profitability, video games are more profitable than movies could hope to be. Consider the average cost of a ticket, $10, versus a game, $60. And yes, people gladly fork over that much, because they offer so much more. They're not just buying a compelling story, but a story they get to interact with. In fact, a 2008 survey shows that the film industry in the U.S. had a theatrical revenue around $9.5 billion. By way of comparison, the video game industry in the U.S. that same year was over $22 billion. To be fair, the DVD industry is more competitive at $23 billion. However, all projections show the game industry surpassing DVD sales soon. But DVD's or Video Games, the message is clear; people want to be entertained, and entertained at home. Here's a fine example, in 2010, three blockbuster films were released, Iron Man 2, Harry Potter and the Deathly Hallows, and Inception. Their opening weekend grosses were $128.1 million, $125 million, and $62 million respectively. Collectively, that's over $315 million. Call of Duty: Black Ops, in its opening weekend, $650 million. If that isn't enough, Call of Duty not only makes money off the initial sale, but through periodic releases available as downloadable content. Then, a year after it's release, a new Call of Duty game is set to release. A never ending source of revenue.


Saturday, October 22, 2011

Staring Contest: Universal Brilliantly Blinks

TOWER HEIST movie poster 2 image

Tower Heist is a Universal Studios film coming out November 4 staring Ben Stiller, Eddie Murphy, and some other fine folks. From the trailers, it actually looks pretty good. But that's not what this article is about. 

Universal kinda threw down the gauntlet to movie theaters over this movie. See, then announced that three weeks after Tower Heist was released to theaters they were going to make it available for streaming on Comcast's Video on Demand.

The theaters went ballistic. Chain after chain announced that they weren't going to carry Tower Heist at all.

And hence the staring contest. Universal dared the studios to react but when the studios did... they backed down. They blinked. Universal announced that it was cancelling its streaming plans.

Universal's move, while it might seem cowardly, was really brilliant. Although they appear to have lost they actually earned themselves a boatload of free advertising for their movie by making Tower Heist a news story before its release.

Additionally, Universal fired a "flare" at movie theaters, feeling them out and testing their position. The fact that movie theaters reacted so strongly is clearly a sign that they feel threatened. When, in reality, they had no reason to be. Let's be frank - three weeks after a film is released in theaters it's a dead product. 90% of the people who are going to see the movie in the theaters have already seen it at that point. Add to that the fact that Universal was going to charge the RIDICULOUS price of $59.99. Who's going to pay $60 to see a movie when you could take an entire family of four to the movie theater or buy three DVDs for less? Heck, that would pay for five months or so of Netflix (for now). In addition, the streaming movie was only going to be available in Portland and Atlanta, not the entire country. 

Ultimately, this battle will be won by the studios. Just as movie theaters acted in unison, studios will also act in unison. Already four other studios tried to start up talks with DirecTV to make their movies available 60 days after their theatrical release. What are movie theaters going to do when all of the studios do this? Refuse to show any movies? They've got a losing hand and they know it.

So maybe you'd better go out and watch Tower Heist in the theater. Because someday you'll want to tell your grandchildren about the ancient time when you actually had to get in the car and drive to see a new movie release. They'll think it's really strange. Like video rental stores.