October 20, 2016
        "Manchester by the Sea" leads the Gotham Award nominations                Tom Ford, Marc Platt and Kenneth Lonergan to be Honored at 20th Annual Hollywood Film Awards                Tom Cruise is in his action hero comfort zone with "Jack Reacher: Never Go Back"                "Moonlight" could be A24's big Oscar horse this year                Ewan McGregor steps behind the camera with "American Pastoral"                Hollywood Contenders: A second crack at Golden Globe predictions for 2016                "The Accountant" seeks to help give Ben Affleck another blockbuster                85 countries will be competing for Best Foreign Language Feature nominations at the Oscars                Tom Hanks to receive Hollywood Actor Award for "Sully" @ Hollywood Film Awards                "Certain Women" showcases Laura Dern, Kristen Stewart, and Michelle Williams                Ben Affleck is perhaps Hollywood's biggest and most diverse superstar                "The Birth of a Nation" looks to survive controversy and contend for awards                "The Girl on the Train" hopes to transport Emily Blunt to the Oscar race                "The Jungle Book," "Zootopia" and Craft Artists to be Honored at the 20th Annual Hollywood Film Awards                Ben Affleck's "Live By Night" officially is a 2016 contender        

Modern movie marketing campaigns that didn’t know when to stop

By Scott Mendelson

hollywoodnews.com: While any number of reasons and/or excuses have been tossed out for why Fox’s The A-Team didn’t perform better over the last month, one thing that sticks out is the general blandness of the theatrical trailer. As I wrote back in January, the first teaser did a remarkable job of knowing how to re-explain the concept, establish the new cast, and get out while the audience still wanted to know more. The second trailer, released in April, was a bland, overlong, and generally disappointing affair, seeming to highlight just how generic the film was outside of the inherent appeal of the original television show.

Fox’s campaign for The A-Team was just another example of not knowing when to leave well-enough alone. They had a fun and entertaining teaser that sold the movie perfectly, yet they had to go and blow their goodwill with a trailer that made the movie look worse than it actually was (it’s a perfectly amusing, if sloppy, B-movie genre picture). For a moment, let’s have a look back at some classic ‘shoulda quit while you’re ahead’ marketing campaigns.

To read more go to Mendelson’s Memos

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About Scott Mendelson

Mendelson's Memos: The basics - 30 years old, married with one child, currently residing in Woodland Hills, CA. I am simply a longtime film critic and pundit of sorts, especially in the realm of box office. The main content will be film reviews, trailer reviews, essays, and box office analysis and comparison. I also syndicate myself at The Huffington Post and Open Salon. I will update as often as my schedule allows. Yes, I'm on Facebook/Twitter/LinkIn, so feel free to find me there. All comments are appreciated, just be civil and try to keep a level discourse, as I will make every effort to do the same. Read more at Mendelson's Memos:

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