For a major star vehicle, directed by the current ruler of prime-time television, that is only four days away from release, shouldn’t the profile of “Eat Pray Love” be a little higher right now? I admit I’m on the wrong side of the Atlantic; perhaps American streets, magazines and airwaves are flooded with promotional material for Ryan Murphy’s adaptation of Elizabeth Gilbert’s chick-lit smash. But the film’s online presence seems decidedly muted, while reviews of any sort have yet to appear. What gives?
Usually, when critics are kept from seeing or writing about a film until this late in the game, it’s because the product smells decidedly iffy. But that’s hardly the case with “Eat Pray Love”: the source material has a devoted following, the talent involved is top-flight, and the trailer was attractive and thoroughly ingratiating.
As I made clear in a Page to Screen column recently, I detested Gilbert’s fussy, solipsistic memoir, yet the trailer’s promise of airy romance, luscious scenery and Julia Roberts at her most personable had me pegging the film as one of this summer’s most inviting; if it could win me round, the book’s legions of fans should practically be queuing at the theaters already.
This Friday, of course, the film goes up against the all-star actioner “The Expendables,” a scheduling strategy that pretty much defines the term “counter-programming.” It’s a sound idea in theory — I know about as many guys who are keen to see Julia Roberts find inner peace in Bali as I do women who can tell me who Randy Couture is (seriously, who is he?) — but from a distance, the publicity machine seems to be running all “Expendables,” all the time.
Roberts’ well-timed conversion to Hinduism generated a flicker of conversation about the film, while The New York Times at least ran a lengthy, interesting profile of Murphy yesterday, in which he and Sony Pictures head Amy Pascal seem confident enough in the finished product — which is just as well, since he’s about to direct another Roberts-headlined rom-com for the studio. Of course, it’s well known that Murphy has never found confidence hard to come by, and the profile plays up to his reputation as a hard-driving egotist. (I’m reminded of an anecdote shared by a friend who interviewed him for Variety a few years ago, during which Murphy attributed the success of “Nip/Tuck” to “the incredible singularity of my creative vision.”)
Murphy has rather a lot riding on the success of “Eat Pray Love”: after his feature debut “Running With Scissors” misfired, this is his chance to prove he can please theatrical audiences as adeptly as he does the millions who tuned into “Glee” this past year. Should the film take off, cross-media ubiquity beckons. For Julia Roberts, meanwhile, this is the first film she has headlined solo since 2003’s “Mona Lisa Smile,” making it difficult to determine how much of her fanbase has remained.
Last year, Sandra Bullock proved that, given suitably relatable material, a middle-aged America’s Sweetheart can still pull in the punters. It’d be encouraging — not just for the star’s fans, but for supporters of women’s films, not to mention Hollywood stories about human beings — if Roberts could do the same, though “Eat Pray Love” does skew toward a more metropolitan crowd. That’s but a mild hindrance, however, when “The Expendables” seems to be hogging the conversation.
Perhaps I’m worrying for nothing, and Sony is planning for the film to build up a word-of-mouth following when it finally hits theaters. Aiming as it does at a slightly older audience, the film probably doesn’t need to hit the blogosphere that hard. Still, some reviews — warm ones, preferably — wouldn’t go amiss. American readers, what are you seeing this weekend?
[Photo: Ace Showbiz]
Comments
34 responses to “Can we ‘Eat’ yet?”
You are not alone over there. I’m not hearing any buzz here in the US. Women are undoubtedly excited, but not “feeling it” so to speak. I guess I will find out at my screening tomorrow!
I think they know they can save publicity costs because they know women will see this regardless of online ads.
Sad to see Scott Pilgrim vs. the World absent here, Edgar Wright’s new film is easily my top choice for the weekend.
Though I’m also the odd duck that plans to see all 3 movies theatrically…
I’ve been seeing a few commercials for it on Bravo, which my wife watches religiously. I know the book sales have surged as well. I think it’s definitely a word of mouth film.
You’re not that odd Bernard. I saw Scott Pilgrim a few weeks back, easily the best film of the year.
I plan on seeing Eat Pray Love on Friday and The Expendables sometime during the weekend.
They all offer different and interesting things to me as a filmgoer.
I have to say that, within the past few days, I’ve seen the marketing for “Eat Pray Love” sort of take over a lot of billboards and TV spots (at least where I am right now). But I don’t know why the marketing campaign took off at the last minute…this seems to be the type of movie that would benefit from a long-running ad campaign.
Anyway, I’m not seeing this…the subject matter just doesn’t interest me. If it gets rave reviews then MAYBE I’ll settle for a rental, but other than that I think I’ll skip it. And for the record, I think I’ll be skipping “The Expendables” too.
Sorry, I entirely forgot “Scott Pilgrim” is also opening this weekend, which probably says more about me than it does about the film. (Also, I have the UK release date stuck in my head.)
Whether or not it’s getting ad time, it seems in my little corner of the world that women know about Eat Pray Love. I’m a librarian, and when a book this old has a huge resurgence of popularity to the point where we haven’t had a single copy on the shelves for more than a day all summer, it means folks know the movie is coming.
The trailer is extremely strong because I would normally catch a movie like this on cable but after seeing the trailer I’ll probably see it in the theater. Well written article – btw.
I really liked the book and will definitely see the film. It looks beautiful and it has got a great cast. What’s not to like?!
I guess I might as well get this over with before Maxim and Matt come on here:
Guy, you are an idiot, sir. A complete and utter asshat whose opinions lack all credibility. You should be ashamed of yourself for even expressing your stupid opinions in the first place, and it will be a just day when you are tortured to death for such an act. Any opinion that I personally find questionable IS NOT ALLOWED to be written. ESPECIALLY if it’s your site. I won’t even dignify them with a rebuttal or even a reason why I hate your opinion so much. A series of ad hominem attacks will suffice, you sad, pathetic man.
……in all seriousness, though, I’m surprised that you’re this surprised about the muted “excitement” of this film. The movie business is a male and franchise-dominated industry these days, and since Julia Roberts doesn’t have a superpower in Eat, Pray, Love, I didn’t expect frothing-at-the-mouth anticipation or aggresive marketing at all, big star and best-selling book adaptation be damned. Granted, I don’t see how anyone could be hotly anticipating a bunch of old, plasticy has-beens in a derivative actioner, but as usual I’m in the minority.
That doesn’t mean Eat, Pray won’t be a success, though. It’s just that pre-release hype was never going to be a factor here.
I’ll probably check out EAT PRAY LOVE, but this weekend, to me, belongs to SCOTT PILGRIM. Will be dragging as many friends as I can and make it a night out.
The Oprah contingent, which this very much appeals to, doesn’t need online ads and very many commercials to do big business. As long as they have the daytime commercial spots with a few prime-time ones spotted in, along with magazine profiles and ads, the film is an easy 20-25 million win. This is a marketing departments dream.
I’m still not convinced the Oprah contingent really exists in such force as many claim…it sure didn’t help alot of other movies she backed (Australia anyone?)
Julia Roberts was on GMA one of these days
Speaking of Oprah, has she devoted a show to the film yet?
For what it’s worth, I’m seeing ‘Eat Pray Love’ Friday night with my female friend who’s going to see it with all the girls she works with (probably 7 or 8).
So, there’s 9-10 of us seeing it on Friday.
‘The Expendables’ … I’ll see it eventually (during theater run or dvd), but only if my favorite critics happen to like it. It’s RT score isn’t too promising yet.
Oprah just re-ran her interview with Elizabeth Gilbert, Julia just did Letterman last week, and Nightline profiled both last Thursday—in other words, this film has taken a unique, yet adult-centered manner of promotion…very interesting that it has not ‘really’ screened for critics yet, and no major outlets releasing opinions.
What woman’s movie ever had a large online presence pre-release?
“Speaking of Oprah, has she devoted a show to the film yet?”
She taped one. It aired before she took the season off. I suspect it’ll re-run this Friday.
“The Expendables” is enjoyable macho action.
“Scott Pilgrim” is enjoyable geekery, but those who haven’t read the comics will probably take some time to warm up to it (I loathed the first 30minutes).
“Eat Pray Love”? Haven’t seen it yet, but I don’t remember giant advertising campaigns for many “women’s pictures” that still did well.
Personally, I saw nothing of interest in the “Eat Pray Love” trailer, and the lack of buzz has diminished my curiosity even further. It’s definitely either “Pilgrim” or “Expendables” for me this weekend.
“Get Low” tomorrow, maybe “Scott Pilgrim vs. the World” over the weekend.
The only places where I’ve seen a lot of promotion for “Eat Pray Love” is at bookstores such as Borders and Barnes & Noble. Otherwise, nothing.
I am smack dab in the cross hairs of the target demographic for this film and I have next to no intention of seeing it in the theaters. I’ll likely wait for Netflix and even then it just feels like a Julia Roberts narrated documentary I saw a number of years ago. I’d think I’d be more interested in it if it weren’t a JR movie.
“Scott Pilgrim vs. the World” is pretty terrific, but I’ve yet to see “Eat Pray Love” or “The Expendables.” Certainly seen much more advertising for the latter than the former, but of course that doesn’t speak to the quality of either, I don’t think. I’ll know for myself soon enough, I suppose…
cant wait to see this film
Where do you people live? I live in New York City and Eat, Pray, Love promotion has been everywhere! Julia did Oprah, Letterman, Regis and Kelly, Good Morning America! The author of the book was profiled on ABC News, Julia has another interview on GMA today.
The book is back in the top 5 on the Best Sellers list for the NY Times, USA Today, OK Magazine, I don’t know if you folks live in a whole but this movie has been absolutely everywhere. They had a whole “Julia Roberts” marathon over the weekend (where they showed Erin Brockovich and Pretty Woman) on USA that included Julia talking about Eat, Pray, Love and showed several clips from the film.
I don’t know where you’ve been, but this thing is EVERYWHERE in New York, much more than anything I have seen for Expendables or Scott Pilgrim.
I have to say, it also helps that the entire cast of Glee, Ryan Seacrest, Brooke Burke, Kristin Cavalari, Kate Walsh, and Cheryl Burke have tweeted about the movie and either wanting to see it or seeing it and loving it.
Whoever said critics haven’t seen the film is wrong, they saw it last week in Napa Valley, about 185 film critics were there.
Yeah, I haven’t seen a gazillion tv spots, but I’ve seen TONS of advertisment elsewhere (in media, interviews, papers, magazines). I’m also from NY, so.
Can we chalk this up to the fact that the “Toy Story” and “Inception” pre-release avalanches have inflated our sense of how pre-release buzz feels? Because by that standard, even the rumble about “Scott Pilgrim” seems muted, and that movie hits every quadrant of the male geek demographic. I can’t be all that surprised that “Eat, Pray, Love” isn’t sparking much interest among the dominant online demo, but I’ll chime in as another New Yorker who has seen and heard ads/trailers/chatter for “Eat, Pray, Love” pretty much everywhere.
Fellow New Yorker here. Yeah, there’s some solid marketing for Eat Pray Love, but Scott Pilgrim and The Expendables have much, much more advertising.
I just saw “The Expendables.” It’s probably not going to be hard for “Eat Pray Love” to be better, since the former is outright awful. What a wimpy way to bring back nearly every beloved action star in existence.
I encountered a couple reviews. They’re mixed-favorable and point to the flick as a guilty pleasurable.
http://www.tampabay.com/features/movies/review-eat-pray-love-is-guiltily-pleasurable-fare/1114578
Also, NY Daily News.
I loved the film, but I’m probably in the minority here. I thought it was a terrific travelogue crossed with a character study. No wonder Ryan Murphy was a part of it, as he directed the massively underappreciated “Running with Scissors” and created “Glee.”