Movies Based on Toys?
04-06-10
How are movies based on toys a good idea?
Well those that have been following my posts know that I have been calling feature length films that are based on entertainment properties like Spiderman, X-Men, Men In Black, Hellboy, etc… ninety minute commercials for the toys. Most in the know would agree but Mattel’s move into transmedia, specifically films and a possible television series to promote a new line of toys it is developing confirms everything I have been saying. I mean it was obvious after Transformers and G.I. Joe came out.
The toy company’s latest project, according to Playthings Magaziine and the New Yorker, is about “…an alien civilization that’s been living in the depths of Earth’s oceans.” The article added that the Mattel executives decided that this idea had the most inherent “transmedia” options, which is the current buzzword for the potential to spiral off into every possible product that people will pay to play with, see, hear, or eat.”
I think the executives of the film and toy industries are blurring the edges, if not overlapping product placement and/or substituting quality of subject with whatever sells the damn stuff. The challenge will be for the screenwriters to take a basic concept or 2 dimensional character and flesh it out so that it entertains. Some Marvel, Darkhorse and DC franchises have been successful but can a Toy company make the grade? Time will tell.
I will check out this project just out of curiosity but they better get it right the first time because there most likely won’t be a second chance to take my money. Especially when I am trying to compete with the big boys.
I am sure those that appreciate and love cinema believe the merging of toy-and-screen will be the death of film, but licensing and merchandising professionals are cheering and believe it’s the next logical move for Hollywood. The Toy industry could benefit big time if this is successful… after James Cameron’s AVATAR… anything goes!!
Tags: Avatar, Dark Knight, Darkhorse, DC, hellboy, Marvel, Mattel, Spiderman, X-men