Monday
22Jun2009
Michael Bay Points Finger at Paramount Over So-So 'Transformers' Marketing
Monday, June 22, 2009 at 4:31PM
Though he's clearly grousing, Michael Bay has a point. That's right; the feather-haired father of Transformers is completely right when he says Revenge of the Fallen doesn't feel as big as it should. In an e-mail obtained by TMZ, Bay bashes the skulls of Paramount's upper management for failing to market the film properly and more aggressively.

Bay's complaint, dated May 4th, stems from the film not saturating the market the way he feels it should and perhaps more importantly, that it doesn't seem to have captured America's attention. Of course, that was almost two months ago and Parmount had Star Trek to massively promote, but I said the same thing about Transformers earlier this month. Specifically, I said that the buzz for the movie seemed to peak around the time of the second trailer, which was attached to Terminator in theaters.
Bay wrote back in May, "I have been waiting, and waiting for the anticipation of an 'event movie' to make it into the 'public zeitgeist'...You can feel in your gut the presence of a big movie coming," adding,"Right now we are not an event. We are just a sequel which is very different."
To me, that pretty much nails it. Since then, Bay sent an e-mail that was more complimentary, but I still don't feel that kind of massive shift in the summer box office that is less than two days away. It does more closely resemble a big sequel than a major event, at least to me, and apparently to Bay.
With the arrival of The Dark Knight last summer and even Twilight last fall, there was almost like a darkening of the sky that came in the days before those movies, the calm before the storm. And while there's no doubt Transformers will make gobs of money, I don't view it as the film that has everyone's attention.
You can read the rest of his e-mail here. He does get a little too whiny when he brings up Bruckheimer and Spielberg, but he's more right than he is wrong.

Colin Boyd |
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Reader Comments (2)
Oh sure, now you post about it :P There's no real way to compare what happened with Dark Knight to what's going on here. that film didn't just have buzz on speed dial it had buzz lock, stock and barreled up against the wall. I can't recall a film of its type or for that matter any type that had such a strong build up that everything leading up to its release (including other films) was like X's on a calendar counting down the days. Twilight was new and I never felt that it had much buzz beyond a lot of teenage girls squealing over it... ok loud squeals I bought earplugs.
Bay's second outing does feel like it's just kinda there. Everyone knows it's coming, everyone knows Megan Fox will be making guys that drool over her drool some more and that Shia's hand really was banged up... oh and there's more big robos! So why isn't there more excitement? Why isn't the air crackling with electricity? This is Transformers 2 damnit! I really don't know. I liked the first film alright but then I disliked it a bit too. I've got the dvd around the house somewhere but I've never watched it and only saw it in the theater one time.
For me and a couple of friends I spoke to at the time, there was just too much robo-guts on display that distracted the eye. The lack of more solid areas made many of the Transformers hard to discern in robot form apart from colors, size and general outline. Toss a whole lot of fast-paced action into the mix and much of it became a blur where tossing a bucket of car parts at just the right angle would have the same appearance as a robot flying by. The first film had the buzz because no one knew what it would be and hopes were high. For a number of people I think those hopes were rewarded but not for all and that may well factor in to how much business this sequel does. Could the marketing be better? Sure but then lesser marketed films have managed to take fire all on their own in spite of advertising. If Transformers 2 is going to be a runaway hit it will be otherwise we'll be here reading how it barely eclipsed The Proposal... imagine that.
Well, the advance reviews, unofficial or not, that have leaked seem to all point to the fact that it is pretty much "just a sequel." It's no Spider-Man 2 or Dark Knight and I didn't expect it to be. Maybe Paramount realizes this and is just accepting that.