Buzz: the Academy voter that matters

  Anthony Bromberg Anthony hasn’t really
ever met anyone named Buzz; however, he did like "Waterworld. " You
make fun of him about it at [email protected].

Put the windows down, keep the monkeys in the cage, and stop the
presses. The Oscars are coming. Again.

And with the Oscars, racing out to the forefront of things,
comes everyone’s ugliest, noisiest stepsister, the
“movie buzz.”

Buzz can most easily be defined as the indescribable aura
surrounding a movie prior to or during its release period, which
affects who will see and like the movie, and who will not.

But, some of you may ask, doesn’t the success of a movie
depend on its quality? Ah, you happy, idealistic souls, who still
think Buzz is the second man to walk on the moon.

First rule: every movie has a buzz of some sort surrounding
it.

Often Buzz can help a film find an audience. An example from
last year’s market would be a film like
“Memento,” a relatively low budget neo-noir film. No
big stars or flashy commercials, but somehow “Memento”
became the “it” movie to see for the hip crowd early
last year. Bzzzzzz.

Another example of a movie that benefited from positive buzz
would be “The Lord of the Rings: The Fellowship of the
Ring.”

It was in the dangerous realm of cult books turned into movies,
but for the few months before “LOTR” came out, a good
word could be heard from every corner of the room. So many good
words, so much good press, and potential audience approval, yet no
one had seen it? The movie is now looking at an Oscar nomination
and potentially becoming part of the biggest trilogy since
“Star Wars.” Fantastic bzzz.

This proves Buzz works on all sizes of movies.

The second rule is that, unlike the old saying that any press is
good press, there is a thing called bad buzz.

Ask Kevin Costner if he can salvage the scraps of
“Waterworld” from the bottom of the ocean, or if
he’s going to be asked by the U.S. Postal Service to be their
new poster boy after the success of “The Postman.”

Ask John Travolta, a recipient of very good buzz in the early
’90s, if he’s still friends with our insect noise buddy
after his L. Ron Hubbard “Battlefield Earth” epic won
more razzies then it sold tickets. Bzzzz.

There is also such a thing as backlash Buzz. He rears his head
when he has pretended to be so positive about a movie that the only
place for you to go is down on his list, and he’s sure to see
to it. Think “Star Wars: Episode I” or “Harry
Potter,” so big that buzz can’t possibly let it be
flawless. Who could possibly like Jar Jar Binks, and didn’t
you think it stuck too close to the book? It’s a lose buzz
situation.

Some of you, however, I am willing to bet, still don’t
think Buzz is a true, existing entity unto itself. Your arguments
run along the lines of the idea that all of these things can be
explained by the actual quality of the movie. Granted, you’ll
say, though critics’ opinions might account for some of this
supposed phenomenon, “”˜Memento’ really kicked
ass, and I saw “˜Battlefield Earth’ ““ it
wasn’t any good.” To which I reply, “You saw
“˜Battlefield Earth.’ Sucker.”

Here is where Buzz’s repertoire truly gets interesting,
where no one can deny that he has a life of his own.

Case A, the biggest movie of all time, “Titanic.” It
was supposed to be a summer movie. Buzz was originally being very
kind to it ““ everybody knew “Titanic” would be
good. It was expensive, but not “Waterworld”-style. But
then it ran over schedule, and the release date had to be pushed
back. All of a sudden it was going to be a terrible movie, all the
critics knew it; it had become an overpriced joke. No one had yet
seen a frame of the footage. Then nearing its release date,
“Titanic” was worth seeing again. In fact the second
buzz reversal was so strong the big ship swept the Academy Awards,
even though “L.A. Confidential” won every other
critic’s and guild award known to mankind.

Case B. Before it came out, “Moulin Rouge” was
poised to be the savior of the movie musical, Baz Luhrman a genius.
When it did come out, it was to less than a dull roar.

Some people liked it, others were let down, others just thought
it was silly, and it wasn’t in the position to save anything.
Then awards time came around, and all of a sudden, buzzzzzzzzz,
people started whispering in each other’s ears. “Moulin
Rouge”? “Did you see it?” “Moulin
Rouge”? “Why, that movie saved the musical.” And
hell, if it isn’t now a favorite for a best picture nod.
Buzz, I salute you. That was some tricky mojo you worked.

Thus, the movie Buzz is a very real and very devious man.
I’ve met him. He likes popcorn and over-the-hill action
stars. He lives inside and outside a movie theater near you.