Nine times out of ten, when a movie gets its release date changed at the last minute, it’s a sign of trouble, an indication that someone at the studio didn’t have enough confidence in it. But then there’s that one time out of ten when changing a movie’s release date isn’t glorified damage control — when it’s an ingenious act of repositioning, a marketing correction that allows a hit to happen where it might not have otherwise.
That’s the way it went down in 1992, when Michael Mann’s The Last of the Mohicans, originally set to be a major summer release, was pushed back to the fall. It looked, momentarily, as if the film’s studio, Twentieth Century Fox, had lost confidence in it. Actually, Fox figured out that if Mohicans opened during the summer, then Mann’s one-of-a-kind movie — a dazzling historical adventure that was also as artful a period piece as any Merchant-Ivory teacup-rattler — would just seem like one more action-film-of-the-week, and a rather tricky one to characterize (and advertise) at that. Whereas in the fall, it could own the action market; at the same time, it could draw serious adult audiences attracted to its literary pedigree and to Daniel Day-Lewis’s latest feat of Method immersion. It worked like a charm: The Last of the Mohicans was the big hit of the season.
Cut to last fall, when it was announced that Martin Scorsese’s Shutter Island was getting its release date bumped from Oct. 2, 2009, to Feb. 19, 2010. That was a very tough move to spin. The studio, Paramount Pictures, claimed that it simply couldn’t afford to market the film as it desired amid the launch of the holiday awards season rush. And maybe that’s true. But deliberately, pointedly moving a Martin Scorsese movie out of awards season? There’s no way that sounded promising.
It fact, it was a marketing masterstroke. Coming out in October, with Scorsese now an Oscar-winning director, Shutter Island would have been perceived as an awards film, and let’s be blunt: On that score, it wouldn’t have cut it. I liked it more than a number of other critics did, and if my B review was actually on the positive end of the scale, then there’s a good chance that the movie, viewed on Academy terms as a “prestige” thriller, might have ended up not faring a whole lot better than Peter Jackson’s The Lovely Bones. Instead, the studio basically said: Screw all that awards stuff! By opening the film now, in the middle of the season of low-rent romcoms and other time-killing genre fluff, they allowed it to stand out from the crowd. Shutter Island is far from a great thriller, but it’s a decent Saturday-night high-octane popcorn movie. In the middle of a nowhere zone like February, when no one’s expectations are very high, it seems closer to a gift than a disappointment.
Back in the fall, Scorsese probably had to give his wounded ego a pep talk or two when he learned that his film wasn’t going to get a shot at this year’s Academy Awards. I’m sure that the movie’s $40 millon opening weekend has helped to ease the pain. But here’s the thing: Had it opened last October, there’s a good chance that Shutter Island wouldn’t have made that $40 million. It needed to be sold, and perceived, as a no-nonsense genre movie, not as lofty awards bait.
Scorsese has long talked about interspersing his more personal projects with the movies he makes in no small part to please the studios. Not that he doesn’t want to please himself — but the strategy of “One for them, one for me” has, over the years, become a Scorsese mantra. This time, I would say that he made a movie for the studio that he pretended, at least to himself, he was making for himself. And the release date change therefore became an essential corrective: This, declared the suits at Paramount, isn’t a Martin Scorsese movie — it’s a movie, period. The irony is, Scorsese didn’t end up making one for himself, or even for the studio. He made one, purely and simply, for the audience. I hope it buys him the freedom he craves, and that he can now make a movie we crave.
So for everyone who went to see Shutter Island this weekend, what were your expectations? Were you going to see “a Martin Scorsese picture,” or just a cool-looking thriller? Or both?
I find it laughable that Shutter Island isn’t awards worthy but Avatar is.
Agreed. Sure Shutter Island was predictable, but it was also wonderfully made. I would say Shutter Island is better than Avatar, District 9, and definitely The Blind Side. In addition, it has a rewatchability not present in movies like Precious (too depressing), Up in the Air (not visually impressive enough to watch again), and A Serious Man (haven’t seen An Education, so I can’t comment on that).
I have to respectfully disagree with your opinion. I really enjoyed Shutter Island, but I didnt’ think it came close to matching the brilliance of District 9. The others are all debatable, but at least I can see how they are all Oscar-bait.
I disagree as well. I don’t think Mr. Gleiberman’s on the nose about awards potential (especially with DiCaprio’s performance, which I felt Gleiberman undersold him on), but District 9 and Up in the Air (narratively-impressive) definitely beat out Shutter.
I would totally watch A Serious Man again. Great film!!!
I certainly agree that, at least when it comes to the caliber of the performances, Shutter Island is much better than at least Avatar and the Blind Side.
Also, in contrast to what Gleiberman is saying here, Rotten Tomatoes shows that the film received a large amount of positive reviews.
intelligent comments on Ew.com are becoming harder and harder to come by. I thanks all of you involved in this thread for making me smile.
I could not agree with you more.
Avatar was fantastic. Stop being a snob.
Yes, not liking Avatar makes you a snob… Really? Can’t a person have their own opinion. Sorry we don’t agree with you Brian. Clearly only your opinion is right, and everyone else is inferior to you. Sorry I wasn’t aware that you are the grand master of the universe. Next time I’ll remember that before I form an opinion about something.
Avatar is perfectly entertaining, but it is NOT Best Picture nomination worthy, not with that weak plot and those borderline performances. Visually, though, it’s stunning, and 100% deserves to sweep the technical categories.
borderline performances?
Man, you said it.
It’s probably because you’re too dumb to understand Avatar, stick with your Eddie Murphy movies.
Wow, who said anything about an Eddie Murphy movie?…Did I miss something? I thought we were talking about a Martin Scorsese movie…in which case I’d be delighted to stick with them, seeing how they all beat Avatar with the credibility stick. And btw, I really enjoyed Avatar but I also enjoyed Shutter Island…People are capable of liking more than one movie. As for Shutter Island being looked down upon, I agree: if Avatar is Oscar-worthy Shutter Island definitely is.
Too dumb to understand Avatar? Are you accusing me of being a mentally challenged puppy? Because any human with half a brain cell can understand as simple a plot and wooden dialogue that was in Avatar. Now it really takes a “special” person to be so mesmerized by the pretty colors popping out at you that you think it’s awards worthy (Oscar, not People’s Choice or MTV Awards).
Ryan, if you actually think a person needs to be smart to understand Avatar, then you are the dumb one.
Avatar is not like Eternal Sunshine of the Spotless Mind where you have to pay attention to every little detail to understand it. It’s meaning is REALLY obvious. You would need to be dead to not be able to understand Avatar.
Avatar is one of the most predictable movies I’ve ever watched. Yes, sure, it looked good but you knew he would fall for the girl, piss her off, and then get back with her. And the acting was mediocre at best. At least you know with Leonardo, you’ll get some good acting.
I agree about Avatar, Shutter Island is an actual movie, Avatar was like staring at a 3d screen-saver.
Agreed GAC. I loved Avatar, but it was far more a popcorn movie than Shutter Island. And DiCaprio’s performance… wow.
I read the book previously, and thought the movie was very respectful and true to the written version. Di Caprio’s performance was haunting and event poignant at times. the play with light and shadow was very present and added to the suspense. Well directed and acted, although it seemed a little more predictable on screen that in the book. I agree with your critic’s grade-B.
I wholeheartedly disagree. Perception is everything when it comes to critics–and the way you described it, while maybe better from a commercial standpoint, totally dampened the film.
Whether you think you’re onto the truth about why this was moved or not, the fact was that in late summer/fall, “Shutter Island” WAS generating Oscar buzz. That was well reported. While I don’t think it was a top-tier contender, nominations for Scorsese and DiCaprio seemed to be in place at the time.
By moving in out of awards season, it turned this INTO a genre movie, and it’s not a fantastic one at that. You could see from the reviews–66% on RT for a Scorsese-DiCaprio collaboration in 2010?
You have to look at these fringe genre movies in the same way you would look at a movie like Little Miss Sunshine. Fantastic movie that probably deserved to win Best Picture when it was nominated a few years ago. But if they tried to pitch that as a straight comedy, rather than as an artsy Awards contender, people would have been underwhelmed–for the masses, it wasn’t ‘laugh out loud’ funny.
That’s what you have here. If “Shutter Island” were viewed as a dramatic ‘masterpiece,’ you’d appreciate DiCaprio’s performance, the message behind some of the stories (including the ending) and the overall mood and dramatic tension created by the director.
As a suspense film, you get a fairly pedestrian story with a “twist” ending that anyone with a brain would have predicted the second they saw the trailer. Gripping film, but hardly a masterpiece.
I honestly don’t know but I suspect that the studios care more about money than awards. I’m sure they like awards too but money’s the most important thing. By that standard moving it was smart.
My wife and really enjoyed it ! We stayed away from any trailers or talk about it so as not to spoil it and it delivered. Some of the musical score was over the top in trying to build tension, but the way it was shot and Leonard’s acting was worth the price of admission.
The only thing “high-octane” about this movie was the musical score. I though DiCaprio had a good performance so did the other cast members but the story was a bit of a let down. Scorsese was good at bringing that 1950′s old school feel to the film; but parts of the story dragged on too long and was not original.
Did anybody else think this movie plot was suspiciously similar to that Paul Walker movie “The Lazarus Project”?
Yes. I was watching the preview (before it actually came out) and was like “I’ve seen this movie already…is this a remake?”
Yes i think that the movie shutter island is a copy of the lazarus project….it almost the same at many parts….
I’m looking forward to seeing this, mostly beacuse of Scorcese, although I read the book years ago, and thought it was crap.
I agree — the book was nowhere near as good as his first, Mystic River. But the movie did stay true to the book, which is rare.
Mystic River wasn’t his first book, and I thought the book of Shutter Island was good, though Mystic River and Gone Baby Gone get a slight edge.
i loved the movie!! C:
I walked into the theatre, looking for thrills and good directing, and I’ve found both. I certainly wasn’t anticipating the twists and turns that I got in the film. Sure, it drags out at some points, and sure, we pass the believability stage at some point, but man, was it a chilling, dreary film. Great acting, too.
It was an epic fail. Totally overrated. Boy did it suck!
I just seen this movie yesterday, awesome performance by Leonardo!
You’re assuming the audience liked it. They had more time to fill tv spots. They marketed it out the wazoo, so people saw it, but did people like it? I enjoyed it quite a bit. It’s far better than the book. But none of my friends NOT A SINGLE ONE, liked it.
I’m with your friends, Jesse. I went to see a “cool-looking thriller,” to use Owen’s phrase, and got half that. It was certainly lovely, reminiscent of Hitchcock, but not remotely thrilling. I found myself bored and annoyed by all the “clever” turns in the story. Totally disappointing.
I absolutely loved Shutter Island. I thought that it was a well made film, brilliantly acted by Leo, directed very well by Scorcese. With that said, was it his best work, no. I was thoroughly entertained and moved. I think what may have hurt it was the predictability of the storyline. You knew what was coming. Other than that, it was terrific.
But I have to agree, that even though I also enjoyed Avatar, how are the two any different?
I went to see a Leo DiCaprio that looked and was actually Great
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I’ve been saying this for years. Once all the Oscar-worthy films have gotten stale, suddenly we’re left with nothing but junk for 3 months. Why no studio sees that opportunity is unfathomable to me. (Of course, I suppose the REAL question is why all these crummy Feb-March-Apr movies even get made in the first place!)
I really liked it. Was it predictable sure. But some of the twists were great and all the acting was wonderful. The score was also great.
If you take away the pulsating score, there wasn’t much tension. I mean, a car ride in the opening was scored with huge heavy pulsating music for no reason. Very odd. It was kind of enjoyable to sit through, but the end twist was the kind that made you go “ugh, I saw that coming, but I hoped they didn’t go the obvious route. seen this way too many tims.”
I think my only problem with the film was the exact scene you’re talking about with the overdone score. It was odd. The music at that point was so loud and too foreboding for that scene, I started laughing. Besides that, I enjoyed the film. I thought it was great, and the cast was great too. While the reveal wasn’t exactly a shocker, I thought the final line of dialogue was a cool surprise that I didn’t see coming. Made the film that much better.