The contemporary consumer (especially the younger kind) is a savvy one and does not like to be manipulated - or, rather loathes manipulation that is transparent. Even if you’re interacting with this viral content with a degree of ironic distance, it’s inviting you to play the game. Tactics used in the X-Menprequels marketing campaign rely on an earnest commitment to pretense. After all, to pretend that something is real - at least on some level - is to engage with fiction, but to do so on a social level in great number? That’s something else entirely. The X-Menprequels’ marketing campaign operates similarly to “The Great Game,” not only asking us to pretend that the X-Men are real, but that mutants have long been among us, and that they have helped shape the course of history as we know it. More recently, fans of BBC’s Sherlock played “The Game” during the (so very long) hiatus between seasons 2 and 3, leaving messages like “I believe in Sherlock Holmes” and “Moriarty Was Real” in bathroom stalls, on city buses, as graffiti and t-shirts, and buttons around the world. Moving forward, articles treating Holmes and Watson as real-life people continued to be published in respectable magazine and books.
Watson first published in the Cambridge Review in 1902 that pointed out inconsistencies with the dates mentioned in The Hound of the Baskervilles. “The Game” has a long history, beginning with an open letter to Dr.
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X-Men: Days of Future Pastgot some criticism for its uneven marketing campaign, but I would rather a marketing campaign that occasionally fails than one that never takes any creative risks at all. The marketing campaigns for both X-Men: Days of Future Pastand X-Men: Apocalypsehave been full of innovative, refreshing attempts at viral marketing that rely on our desire to blur the line between what’s fictional and what’s not-in other words, to play “The Great Game” in which the X-Men universe is part of our existing universe.Ĭheck out some recent examples that play off the idea the Xavier’s School for Gifted Children is a very real place: While some argue that this kind of geek-friendly content is preaching to the already-planning-on-seeing-it choir, from a nerd’s perspective, it’s a pretty great time to love these kinds of stories - in part because of the weird, wonderful marketing campaigns that often go along with them. Innovative, immersive campaigns like the ones launched for Prometheus, District 9,and The Dark Knightare becoming more common as studios try to create viral content. Perhaps Kinberg realized that an internalization of Jean's agony was more in line with the franchise's trajectory than evil shape-shifting aliens.The media marketplace is a noisy place, and major and minor studios alike are turning to increasingly creative campaigns to market their movies. Kinberg has said in interviews he drew heavy inspiration from Logan, a film that stripped the titular mutant of virtually all superhero trappings, telling a gritty, grounded story that breathed new life into an aging property. There's also, to this point, really no precedent for aliens in the X-Men movies, and it may have simply been a bridge too far for this iteration of the franchise.
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There's simply no way a two-hour movie could properly adapt every aspect of that story. However, it's also a story that was told over several years in the comics, giving it enough space and time to build to its grand climax. The Dark Phoenix Saga is beloved partly because of its grand scope in many ways, it's more of a space opera than a superhero story. It would also serve to streamline what could have been an overly complicated story. Related: X-Men: Dark Phoenix Trailer 2 Breakdown - 37 Story Reveals & Secrets
It would also, quite frankly, make for a more compelling character for Chastain. She is one of the most gifted actresses of her generation, and playing on the dual aspects of the Phoenix Force - a powerful cosmic entity, but also a manifestation of something akin to Jean's mental illness - is a suitably complex role for someone of her talents. It's somewhat mind-boggling that a character written as a Skrull leader could be transformed into something as elemental and godlike as the Phoenix Force, but the film has been pushed back and remixed so many times that anything is possible. This would fit as the goal of the energy force. Chastain's scenes in the trailers are only with Jean, where she appears as something of a devil on her shoulder, pushing her to do things she doesn't want to and testing the limits of her powers. There's ample evidence to back up the theory that Chastain is actually playing an aspect of the entity known as the Phoenix Force, a cosmic being of almost unthinkable power that has a primal connection to Jean Grey.
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