There has a been a lot of discussion on the fan BBs as to whether the film can be deemed successful at the box office and if it will be profitable. Fans' concern is about the perceptions of Crowe, the future willingness of studios to pony up the bucks to let him do the level of movie he'd like to do, and if it would justify making a sequel from the many other books in the O'Brian series. From The Journal 1/28/04: "Fox is now banking on posttheatrical revenue to dig the movie out of its financial hole. 'We had hoped for award recognition to help market Master and Commander, said Fox studio co-chairman Tim Rothman. 'I would expect this to help box office and really raise the profile in DVD and ancillary. The road to profit for 9 out of 10 films goes through DVD and ancillary." I certainly would love to see one that dealt with how awkward Aubrey is on land, especially with women and creditors, while the doctor is spying. In lobbying relatives to see the film and in overhearing conversations around the city I hear over and over: "I'm not interested. It's a boys' adventure movie." So its success does seem to be held back by some marketing errors the studio made that more women and younger folks, let alone minorities, don't think the film is for them: choosing as the main image of the film a dark, grim visage; emphasizing the battle scenes instead of the personal interactions between the captain and the doctor, including the fiddling; foolishly using commercial time for the silly second of exchanged looks with the "native woman" instead of showing the adorable Max the Midshipman; not including shots of the African crew mates. Why not get Crowe or Weir on The Charlie Rose Show to appeal to more adults? So why aren't they adjusting their marketing now that they see the results? The second week of December, the studio finally produced new print ads with a pleasant-expressioned Crowe and images of ensemble interaction with co-stars Bettany and the adorable Max. Now if they only remove the silly nanosecond of the native woman beckoning in the TV ads they might have more impact. A third ad campaign was unfurled when they re-released the film in January, post-Oscar-noms, to show Crowe full smiling and little shots of Max and Paul. But, hey, if Crowe only gets to make tiny indie movies with interesting directors and adventurous scripts, I'll go see those too!
Fan toramaru94 in Japan reports that the distributor there has gone in the other foolish direction:
"Buena Vista Japan has decided to promote M & C as a story of young boys who were caught in a tragic circumstances during war. It does treat boys as main characters and not Aubrey. When you go to the official Japanese M & C site, you do not get any highlight on Russell, instead you see Max Perkis. I do like Max boy but honestly. . . People who would go and see it are to be disappointed by a gross misrepresentation and can not boost rating or anything in this way surely."
Another fan Kumiko translates the Japanese ads:
"Catch line: 'You taught us to be warriors for our loved ones.' (Apparently, "you" means Jack, and "we" means the midshipmen.)
Subtitle: In 1806, as the war between France and England aggravated, many men were being killed in action. In order to reinforce the diminished forces, the ones whom England chose to send to the battlefield as combatants were...
Narration (melancholy boy's voice): 'We did not know how to fight yet. We did not want to die. But we respected and trusted him (Jack). So we decided to follow him. Why are we fighting? Will we be able to go home alive? For our friends, for our family, we will follow him.'"
She also reports that preview tickets were given to a publisher of boys' comic (manga) magazine. updated 1/2/2004
My very distant cousin, Frank Rich, writing in The New York Times, December 14, 2003, has an interesting theory about the movie's box office appeal and the zeitgeist of the times:
Christmas Will Be Bloody This Year
Anxiety has replaced cockiness as the dominant national take on our postwar war in Iraq. Intentionally or not, three of the four new Christmas war movies play on our current fears rather than reprise the slam-dunk triumphalism of Top Gun. And they do so even though most of them are top-heavy with creative talent (actors, directors, screenwriters) who hail from countries in the coalition of the willing (England, Australia, Japan, even Romania). . . .The only unambiguously gung-ho war movie of the bunch is Master and Commander: The Far Side of the World, which went so far as to patriotically reorient the plot of the Patrick O'Brian novel that gives it its title: what was once a story about a Royal Navy frigate battling an American ship in the war of 1812 now pits the British against our favorite weasels, the French, in 1805. Despite Russell Crowe, the movie has done only half the business of Elf. That may be attributable to its frail narrative pulse, but it may also be because of an American audience's changing view of war.
One of the film's (and the war in Iraq's) loudest boosters, the columnist Charles Krauthammer, had hoped that Master and Commander would rally hawkish audiences back to the fold when it opened last month. "Its depiction of the more ancient notions of duty, honor, patriotism and devotion is reminiscent of what we glimpsed during live coverage of the dash to Baghdad back in April but is now slipping from memory," he wrote. But that memory continues to slip. (Mr. Krauthammer had previously signed on as a consultant to another jingoistic post-9/11 war movie, Showtime's DC 9/11: Time of Crisis, produced by a Bush campaign contributor; it also arrived too late for its "Top Gun" moment and tanked.)
In the three other new Christmas war movies, there are duty, honor and patriotism but not slavish devotion to leaders who bungle their missions or corrupt their ideals. . . (a commonplace in all these films . . is . . some version of a St. Crispin's Day oration on the eve of battle). . . The gore on screen . . . in Master and Commander . . . is far more explicit than anything broadcast to the American public from our actual war in Iraq, where the administration's censorship and television's self-censorship conspire to sanitize the bloodshed as much as possible. That a 2003 American audience can revel in the disembowelments of 19th-century warfare but must be spared the bloodshed of a present-day war, even when encased in coffins, is itself an index of the nation's ambivalence about our continuing mission in Iraq.
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These Web pages obviously aren't joining the campaign to boycott Yahoo, but shame, shame, shame:
“Suppose that Anne Frank had maintained an e-mail account while in hiding in 1944, and that the Nazis had asked Yahoo for cooperation in tracking her down. It seems, based on Yahoo's behavior in China, that it might have complied. . . .( Representative Chris Smith . . . drew the Anne Frank analogy.) . . . Chinese court documents . . . say that Yahoo handed over information that was used to help convict [dissidents]. We have no idea how many more dissidents are also in prison because of Yahoo. . .Yahoo sold its soul and is a national disgrace.”
From China's Cyberdissidents and the Yahoos at Yahoo by Nicholas D. Kristof, The New York Times, February 19, 2006