Saturday, January 15, 2011

Well Played, Black Swan

Even if you, like me, weren't totally bowled over by Black Swan, there's no denying that its marketing campaign is all sorts of brilliant. From the multitude of posters, to its trailer and the general word of mouth for months on end, Black Swan has quite possibly been the most buzzed about film of the year. And in a year when a massive Christopher Nolan film was released, that is saying a lot. The most impressive feat of this campaign, however, is perhaps small in scale but enormous in terms of impact. I was speaking with my mother yesterday and she was asking if I had seen Black Swan yet. I told her yes and that she would most likely enjoy it. She then told me that she was so excited to see it she asked her co-worker if she wanted to go see it with her in theaters. They couldn't go see it because it hadn't opened in their area yet, but I was still stunned. My mother works at a library and gets free movie rentals whenever she wants. She's also the biggest cheapskate on the planet, so she would rather wait until the DVD comes out instead of paying money to see it in theaters. The last movie she saw in theaters was The Da Vinci Code way back in 2006 and that was only because my dad was a big fan of the book and wanted to see it. To be honest, I can't remember the last movie she saw in theaters just because she wanted to see it. So, to sum everything up, Darren Aronofsky and his marketing team deserve all the praise they have earned thusfar. They may not win the Best Picture Oscar come March, but I think my mother's $8 for a movie ticket is even more valuable.

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