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The Incredible Hulk Marketing – Did They Show Too Much? 4 Reasons The Answer Is No
One of the regular topics of conversation that often comes up around the movie webshpere is the issue of how much or little of a movie should or shouldn’t be given away in its marketing (posters, commercials, trailers). Sometimes marketing campaigns give essentially everything away… sometimes they don’t tell us nearly enough about a movie to make a decision about seeing it or not… and sometimes the marketing is deceptive and makes us think we’re about to see one type of movie, when in reality it’s something we weren’t expecting at all (worst and most shameful case of this I’ve ever seen was how Disney handled the marketing for the film “Bridge To Terabithia”).
So here comes “The Incredible Hulk”. Today, Movie Blog reader and participant Amish Bill wrote to me asking for my opinion on how Marvel has handeld the marketing campaign. Bill isn’t happy with the trailers because he believes they give too much of the movie away. He makes his understandable case here:
“I’m really pissed at how much of the Incredible Hulk movie has been shown in advertising thus far. This morning an ad appeared showing Tony Stark in his cameo. I thought that was supposed to be a surprise cameo! OK, so it wasn’t a very well kept secret but casual movie fans would have this spoiled because of the f’ing preview. I know there trying to get a buzz going but I’m so sick of seeing great stuff in previews. I think it’s also a mistake to let us hear “Hulk smash” in the preview. That’s something I was looking forward to hearing once I see the movie. Now I’m going to hear it 20 times before I actually see the movie. It just ruins that part of the movie. I guess my beef is that this movie specifically has really gone above and beyond to give away key items in the story and I hate it”
It should be pointed out that Amish Bill is not the only person to feel this way. Amidst the excitement of hearing “HULK SMASH!!!” several people wrote to me to express some disappointment at the fact it was in the commercial because ever since they heard it was going to be in the movie, they had been looking forward to hearing it for the first time when they went to the theater… not in a commercial. The Tony Stark cameo Bill brings up is indeed another thing others have written to me about.
However, I’m personally going to have to differ with Bill on this issue for a few reasons.
1) HOW MUCH HAS ACTUALLY BEEN SHOWN
There have indeed been many trailers and commercials for The Incredible Hulk… no doubt. But really, much of the trailers are just re-cycled footage of what had been shown in previous trailers/commercials. I think just about every single one of them have shown that same sequence (or at least part of it) of Bruce being trapped in the glass bridge… being gassed and Hulking out. Or that scene from the downtown battle between Hulk and Abomination. So although the sheer number of trailers/commercials may make it feel like we’ve seen a lot of the movie thus far… the reality is that we’ve probably only seen about 4 minutes of the 112 minute run time.
2) TONY STARK APPEARANCE
Let’s face it, we’ve all known that Tony Stark was making an appearance in The Incredible Hulk almost as long as we’ve known they were going to film the movie. More importantly, what I want to know is WHAT ARE STARK AND GENERAL ROSS TALKING ABOUT? Yes they show us that Stark is in the movie, but it’s a cameo appearance and ultimately doesn’t mean anything (that might have been different if they showed him in the actual Iron Man armor obviously). What does have an impact (or at least potentially so) on the story is what Stark is there to say. Showing him there isn’t a “spoiler” by any definition.
3) HULK SMASH
Hearing a line from a character in a movie isn’t close to spoiler material (unless that line gives away some key significant plot point). The movie is called “The Incredible Hulk”… the main character is the Hulk.. hearing the main character of a movie say a line isn’t unusual. Hearing that character say a line that famous for (ie. “HULK SMASH!!!!”) is just good marketing and common sense. Remember, although Hulk didn’t really talk in the last movie, nor in the 70’s live action show… he has always talked to one degree or another in the comic books and in the different cartoon incarnations. I can understand some people wanting to hear it in the movie for the first time… but I don’t think it was unreasonable in the least for them to have that line in the commercials at all
BUT THE MOST IMPORTANT THING TO KEEP IN MIND…
4) THE INCREDIBLE HULK NEEDED MORE LEEWAY IN ITS MARKETING
Keep in mind, just 4 months ago everyone and their sisters were giving laundry lists of reasons about why The Incredible Hulk would fail. And most of those reasons had to do with the Ang Lee version of Hulk that came out just in 2003. “Too many people will be confused about the connection between the old one and this new one” many people said. “It’s too soon for another one”. “The other one sucked so bad I’m not going to waste my money on a new one”. And you can’t really blame them too much for feeling that way.
So although most film start with zero buzz… and some lucky others start with pre-existing positive buzz due to being a sequel or being based on a popular franchise from another medium… The Incredible Hulk was starting in a HUGE hole of negative buzz because if the first film… which has nothing to do with THIS movie. Through no fault of its own, The Incredible Hulk was having to fight an uphill battle right out of the gates. As such, it was in a position where it had to do more with its marketing, do better, be more impressive and basically do everything it could do to not just get people interested in the movie, but ALSO get them to temporarily forget about the Ang Lee version (which I kind of liked by the way).
Anything it could do to achieve those two objectives HAD to be done (without crossing the line). I think with that in mind, things like showing Tony Stark or hearing Hulk say “Hulk Smash” in the commercials become not only understandable, but absolutely essential for them to do.
So can I understand where Amish Bill and those like minded are coming from? Totally. However I also understand where the Marvel marketing team is coming from and personally find the extent they went to in order to promote this movie didn’t cross any important lines. But that’s just my opinion.
And personally… I think they did an amazing job! Just think about it… it’s been weeks since I heard anyone even mention the Ang Lee version. People are pumped about The Incredible Hulk. Two things that just a few short months ago most people thought would never happen. Mission accomplished. But that’s just my opinion. What do you guys think?
“which has nothing to do with THIS movie”
I’m not sure about this. I was under the impression that this Hulk was completely divorced from Lee’s Hulk, but some of the trailers gave me the impression that it was following on (to some extent) from the last Hulk. Someone else told me that the script was originally intended as a sequel and was then rewritten by Norton as a reboot so that it contains elements of both sequel AND reboot. I’m confused, so hopefully someone can clear this up…
I think it’s a real catch 22 this one and i completely agree with Bill’s comments (it is one of my pet peeves as well) but i also think that they did have to really sell the ‘Hulk Smashiness’ of this movie. They had an audience to convert, still stinging from the Ang Lee film, they had to sell the action, they had to appeal to the crowds that loved ‘Iron Man’ and want more (hence spoiling the Tony Stark scene), and despite the money that film has made, Marvel needs Incredible Hulk to do well. If this film fails then i doubt anyone will attempt to make a Hulk film ever again.
Of course, we can only really judge how much of the movie has been spoiled once we actually see it (which is tommorrow for me, yay). At least we are assured that Incredible Hulk has plenty of action and spectacle in it. What really doesn’t work is when studios create action trailers for films which actually don’t have that much action in them because they do end up using almost every single special effects shot leaving nothing to be discovered in the actual movie (Superman Returns, Fantastic Four 1, i’m looking at you).
It’s the Dark Knight marketing blitz that i’m worried about. I’m going to try so hard to go into the film without seeing anymore footage but after ‘Speed Racer’ bombing, WB is going to be pushing it hard which means TV spots, internet clips, maybe even another trailer. Its going to take all my resolve not to watch them. I’m not going to be able to go on the internet.
In fact, i’m going to build a special underground media blackout cave that interconnects between Los Angeles, Ontario, and Liverpool (don’t ask me how, i’m no geographer) where we can all hide for the next month and not get the movie spoiled for us. All are welcome:)
It’s very understandable that Marvel are using Tony Stark in the trailers and makes total sense. Iron Man is a huge film and since the negative buzz for Hulk was almost universal they need something to pick up the interest.
The general public don’t give a rats ass about “Hulk Smash” or anything like that. They want to see shit blow up.
I can understand why someone would think along those lines. The fact of the matter is though, that the pacing of this film is such that yes, you will see scenes that you have seen before but context is everything. I can’t tell you how many times I saw Roth get kicked in the chest by The Hulk but you know something? I am glad I gave it the benefit of the doubt.
I was completely pissed about the Stark cameo (knowing about it that is), amongst other pet peeves, but John’s 4th point is the one that really drives it home. They need to show SOMETHING to people who are not so nerdtacular about such things to draw them in and what they have chosen are such minor “spoilers” that it ends up being irrelevant to the overall enjoyment of the film.
Then come back and tell me how SMOKINGLY hot Banner’s female co-worker is (Martina). Jeebus I got sweaty.
PS Phil I kind of have to agree with you Re: Dark Knight. And is it just me or has TDK machine slowed down a little recently?
My only grip is that VERY OFTEN movie trailers show all the best parts of a movie like all the best action, special effects, comedy scenes. So when you watch the movie, there is little that surprises you. LIke for example, Iron Man showed every scene where he is basically flying or fighting or shooting things. Then you watch the movie and find that the commercial showed you the best parts.
For example, Incredible Hulk. I haven’t seen the movie yet but I already know that they’ve shown us nearly all the action/set pieces. BUT the dilemma for the movie studio is that if they don’t show us all the set pieces, then the audiences might not get as excited for the movie.
Hey PADTHAI
Considering they’ve shown us less than 4 minutes of footage in total, I highly highly doubt we’ve seen even the surface of all the action.
Just saw it.
Its awesome. As good as Iron Man if not better. Loved it.
Can’t wait until we can all get into in depth but trust me – It’s great.
The trailer gave away one thing which is a shame but other than that its very very cool.
I can understand why they showed so much in the trailers. I was totally against this film. well no against it but not interested at all. The trailers won me over and now the film itself has me waiting for the next one.
They’ll do anything at this point to boost that opening weekend. Hell, they’ll probably send Liv Tyler to your house to give you head if you go see this. Poor Universal must be shitting themselves with fear over how this is gonna do. Yes, I’m aware of the report of this tracking better than Iron Man, but I’ll believe that when the Friday numbers come in.
@Phil Gee
They released new TDK footage for some IMAX promo, and I made conscious decision not to watch it. I was watching the NBA Finals and a commercial came on. I turned the channel. We are warriors for the same cause: we must have at least one surprise left in our viewing of The Dark Knight! Haouh! Haouh! Haouh!*
*That was my sad attempt at the 300 battle cry.
Holy crap! I got my very own movie blog post. Major nerd cred. Seriously, though, thanks for taking the time to post John. You’re a good man.
I totally see the logic in your post and I can agree with it to some degree. I guess another part of my argument is that great movies don’t need to completely market the crap out of themselves to get people to show up. Mass marketing to this degree shows me they’re scared not confident. I remember when “Independence Day” was about to be released. They showed little to no shots from the actual movie itself, just an ominous looking space ship and the release date. I remember thinking, “They must think this movie is great to not show me anything.” I don’t remember seeing much of “The Sixth Sense” either.
In both these cases, it was the buzz that got me to those movies and I enjoyed them so much more because everything was fresh. If “The Incredible Hulk” is as good as the buzz has been, it shouldn’t need Iron Man to prop it up.
I agree w/ Bill about the message this sends- esp. given the fact that it’s been tracking so well against the competition (Happenin’ AIN’T so Happenin’…).
But I’m REALLY REALLY glad you published this article, b/c these are issues that have seriously been on my mind.
Sure, I’VE seen alot of what’s been on the net, but more importantly, for non-hulk fans, is seeing those things on TV or Yahoo going to get them into the theatres?
The way I see it, including Tony in the commercials is MARVEL’s way of flexing their muscles, saying the Incredible Hulk is going to be an absolutely essential installment in their plans to build a larger, cinematic Marvel Universe.
At the end of the day – Marvel Studios is like nothing any of us have ever seen or dreamed of before , and their marketing tactics have been taking immediate and immense risks from day one.
What we’re witnessing is Marvel rewriting the books, in Real Time.
I do not believe that the tracking was higher than Iron Man. There is some definite studio spin on the numbers there.
I went to buy tickets yesterday and the girl behind the counter didn’t even realize it was starting this week. And then I had my pick of the seats as they had not sold one pre sale seat. Not one. at my local theatre that is almost unheard of for films like this at this stage of the week.
I really hope word of mouth helps this thing succeed as it is a great comic book movie.
Can’t wait to see it again.
I was happy to see Stark was in it. At first I was kind of upset that it would kill the surprise, but then, just like you John, I was left wondering what the HELL are they talking about!?!? and THAT is what I am pumped for.
i liked the movie alot i seen it monday…..but 2 things i would have changed
1.) wtf i was told hulk right away pew pew…nope 30 min later hey its hulk sweet…..30 min till hulk!
2.) ok ya tony stark is iron man….but iron man aint in this flick guys sorry
I’m afraid that it’s too little too late for this film to do good numbers at the box office. I guess the bad taste from Ang Lee’s Hulk still lingers in many people’s mouths (not mine though I liked it). And perhaps the Hulk isn’t a character that people really are interested in, being that he’s totally CGI, big and green which makes him very hard to do so that people buy in to him.
Hopefully word of mouth will do its work and people will flock to see this.
The inclusion of Stark in the ads was great, because Iron Man did really well. For the common man on the street, they don’t know that Hulk and Iron Man are a part of the same universe, and wouldn’t even expect the cameo in their wildest dreams. Especially when IM only came out about a month ago.
So this way, fans of Iron Man who were pleasantly surprised by it will hopefully be persuaded into seeing Hulk, and being pleasantly surprised by it as well.
I saw it today, and it is fantastic. Every bit as good as Iron Man. Now I really can’t wait to see the next few films that interconnect.
*POSSIBLE SPOILER*
Cool to see the see that a second possible villain was also introduced. But I was thinking for the first half of the movie that a ‘blue’ genius with a knowledge of genetic modification would have to have been linking this film in with X-Men as well, with Hank ‘Beast’ McCoy being Banners online buddy.
I have seen this film twice now. If I was posting after my first viewing I would be saying “this film is fucking amazing” but having had the pleasure of seeing it twice I will lower that to “this film is fucking good”
I like this film..A LOT…Not quite as good as Iron Man but its definitely better than Ang Lee’s and certainly ranks up there with the beetter comic films.
The problems the film does have and there are many for me all seem to lie in the direction. He just isn’t a very good director it has to be said. I never liked the transporter films and he is much better here but it is still rather sloppy. He can do action fine as the fight scenes are terrific but his pacing is terrible. It jumps from scene to scene almost at random…little itty bitty scenes that all kind of mash together rather than flow into a nice narrative. He just doesn’t seem to be able to make a nice flowing story. His films all very disjointed and all of the place. But the good stuff makes up for it.
But that aside its just a big giant monster movie and on that level its great. Its amazing how much having ferrigno do the grunts and hulks voice actually have an effect. if you grew up on the old show the first hulk grunt you hear is exactly like the grunts from the show and for me that ruled.
Norton is great. tyler is great too…but I love her so thats to be expected. Its a good summer smash ‘em up comic book film. I think most people will be happy with it.
oh one more thing and this is
SPOILER BASED KIND OF SO READ WITH CAUTION
POTENTIAL
SPOILER
SPOILER
SPOILER
SPOILER
SPOILER
SPOILER
whoever said that the end fight was 27 minutes long lied. I didn’t count it or anything but it is not half an hour long.
and hulk doesn’t appear in the first 3 minutes…well he kinda does but not really. not the way the guy who said that was making it sound like.
you will see what I mean
“The Hulk makes his first appearance in the first 3 minutes of the film” = True.
Absolutely right Alfie.
In fact, that sort of ruined the film for me a bit (not as much as the idiot in front of me answering his phone, or the 4 idiots who snuck into the film and then started talking during the FINAL BATTLE).
When the battle was over, I was still expecting it to start up again, and continue. (because to be honest, it’s hardly a definitive victory… Abomination… what? Gives up?). So instead of enjoying the end, I was still waiting for it to keep going, because I’d heard again and again about this alleged 27 minute final battle.
…and on another note, some of the ‘oh my God why did they spoil that shot by showing it in a commercial/trailer’ could be red herrings. If the Ironman ad campagin is any indication there were bits shown that WERE NOT IN THE MOVIE. Sure some may have been edited out for one reason or another, but sometimes Hollywood likes to put some extra WOW in trailers and include shots that were never intended for the movie itself. The ‘arrow shot’ from Robin Hood is a good example. That shot was only for the trailer and after fan reaction, they worked it into the edit of the film. Yeah I agree they have shown a lot, but most of it has been just reshuffled from trailer to commercial. They needed to do some extra work to get people to forget or feel compeled to see this Hulk after the bad taste left in some people’s mouths from the Ang Lee film. Personaly I liked his version, there are plenty of things I would have prefered he not do (HULK DOGS = STUPID!) but the FX on that film were so good, you never felt that the Hulk was not really there. Some of the shots seen for the new flick, look a little too CG. Still can’t wait to see it.
This is the first superhero movie that has two huge monsters fighting so i am going to see this movie whatever it takes i will see this movie.
Why did Marvel make a Hulk movie and rate it pg13? The only hope of this movie doing well was for it to be made for younger kids.2nd, why spend 150 million on this movie and not aim for the biggest possible audience?