Sunday, February 3, 2013

Star Trek Into Darkness gets a Super Bowl tease and (more intriguingly) a two-day early IMAX release.

Okay, so having Kirk ask who Benedict Cumberbatch is and having the villain merely answer "I'm better... at everything" is just being obnoxious, although I appreciate the subtle dig at those dying for confirmation about who he's playing in this sequel.  The rest of the tease is pretty much standard 'dark sequel' boilerplate, and I can't wait for someone to eventually cut together a super-cut of scary villain interrogation scenes with Joker, Loki, Silva, and whoever the hell Cumberbatch is playing, in turn followed by a supercut of their magnificent and meticulously planned escapes  ("He's been planning this for years!"  "He planned to get caught!" "He wanted to hit us where it hurts!").  What's interesting is the news that the film will debut on IMAX 3D two days ahead of its planned May 17th national release.  I wrote way back when that the successful five-day sneak release of Mission: Impossible: Ghost Protocol would start this kind of thing, and it appears that I was right.  Tom Cruise's Oblivion is getting a full week of exclusive IMAX play and Skyfall of course opened a day early in IMAX.  Now Skyfall made a whole $2.5 million on that Thursday, so we're talking more about word of mouth than actually amassing major IMAX bucks.  Still, the early sneak release means that Paramount is playing long ball, arguably sacrificing a shot at the Fri-Sun record books (however unlikely) for a chance to get the word out before the weekend even begins.  It's a promising strategy and one that also implies that Paramount has confidence in the product and/or will be having long-lead press screenings for critics more important than myself.  I'll still get the All-Media at worst, but I sincerely hope that Paramount actually screens this for press *in* IMAX, unlike nearly every major theatrical release from 2012 save The Amazing Spider-Man and The Dark Knight Rises.

Scott Mendelson

No comments:


Related Posts with Thumbnails