A journo friend sent a note tonight asking my thoughts on the Miramax trailer sell of Mike Leigh’s “Happy-Go-Lucky,” given that I’ve had a chance to see the film over in the UK before the domestic marketing machine took hold.
It’s really interesting, actually. This trailer is completely different from the original trailer, of course, and is geared toward the populist sell. The earlier package seemed increibly limited in scope, if packed with considerable amounts of indie charm.
But only now do I sense Miramax almost wilfully gunning for the “‘Juno’ slot” (a slot that we all know doesn’t exist beyond the hypothetical, but bear with me). Meanwhile, with some negative whispers on the Hollywood winds for John Shanley’s “Doubt,” one has to wonder what last year’s Best Picture victor is working with.
“Happy” is headed to Toronto, where it is likely to find a niche of followers that the studio could spin into a bigger phenomenon if the money is there. What’s more, the fest seems to be a forum for smaller content…”Appaloosa” is the biggest film announced so far, really. If “Happy” can stand out in that crowd, it could walk away from Toronto as the indie champion of the season as early as mid-September.
Ultimately, the new trailer is a step toward diversifying their available awards content in the eyes of voters and audiences alike. If anything can be considered the “‘Juno’ spot” at this point, it has to be the film that sldies in on the charm of being unique. It goes a long way.
Comments
6 responses to “A tale of two trailers”
NOW I understand why the US blogosphere has been calling the film an “indie comedy,” a tag that doesn’t sit very well with me. I must admit I laughed when the Yank trailer-guy voice starts: “Meet Poppy!”
Still, if that’s what it takes to sell this lovely film, then more power to Miramax. I’m starting to think my Best Picture prediction may not entirely be wishful thinking.
There’s something very sexy about this Hawkins. Does seem to be a breakout.
I also saw this is in the UK earlier this year before it is getting released in the US (a little of your own medicine America!:P) and it’s a charming and loveable little film. Poppy (the main character) is one of the most likeable I have seen in the last few years, and I really hope this gets the attention and praise it deserves.
Th buzz is building. I can’t wait to see this!
[…] potential through my thick skull. Kris is betting on Happy-Go-Lucky for his newly minted “Juno slot“© (but let’s not hold that against […]
[…] however, suggest that’s just what might happen, as Miramax’s marketing campaign goes out of its way to portray Mike Leigh’s unruly, bittersweet comedy as the cutest thing since newborn […]