First off, happy 2007. Second, I apologize for the long absence, as the world has been less than inspiring in the last month.
There’s a Transformers movie coming out this July; I’d be the worst sort of liar if I said I wasn’t looking forward to it (despite being directed by Michael Bay; I awake at night sometimes, screaming and thinking that I’m still in the theater watching Bad Boys II - damn that movie was so long it made Return of the King look like a trailer - i.e. short, stupid!). Ten years ago, the idea of a big-budget Transformers movie would have seemed a misguided gamble, but a pattern has emerged that today’s marketing executives should seriously consider.
Let’s go back twenty years!
1. Put together a reasonably low-budget television show to market toys sold at a high profit-margin.
2. Gear both the show (loss) and the toys (gain) towards the under-10 crowd in middle to upper class households whose parents/guardians have become so overworked and jaded with life that they should have no problem spending $20-100 on said toys to shut kids up.
3. Kids grow up and dispense with toys - but not with the memories.
4. Kids go to college and are now surrounded by new faces they need to impress; irony impresses everyone.
5. At freshman orientation party, random kid says or sings catchphrase or theme song from the show (ironically), everyone stops and realizes that they were all into it, awesome conversation ensues. “Oh yeah!” said several dozen times during conversation.
6. T-Shirt company licenses iconography from show/toy line, college students ironically wear t-shirts, more conversations ensue.
7. Hollywood executive lifts head from desk to take phone call from son/daughter at college.
8. Market research.
9. College students graduate, live horrible lives.
10. Picture greenlit.
11. Nostalgia reaches fever pitch, major motion picture based on twenty-year-old property is released.
And there you have it. I foresee some kind of Thundercats project (or some other hot 1980’s property) in the wings should Transformers bank well, and in ten years, we’ll see live-action Pokemon; in twenty, we’ll see a Bratz motion picture, and so on.
I call it the twenty year rule; every decade since the Sixties has had some kind of nostalgic revival or sorts. It happens when people of the same age come together later in their lives, but not so late as to miss the death of the inner child - and what better place than college - and talk about how great the mutually shared things were when they were kids. In the past, it was often agreed that childhood was a horrible tapestry of polio, farm work and orphanages, but in the years following World War II, television and marketing turned all that on its ear. Being a kid turned out to be great; then Kennedy was assassinated and the Vietnam War happened and adult life seemed like a nightmare. American Graffiti, Grease, and Happy Days are all awful to me, but they are basically shiny big pills for the people in the 70s to take and go back to their pleasant, untainted pasts. HAPPY DAYS! Not Shitty Days!
So right now, in the wake of 9/11, the war in Iraq, and general modern malaise, the marketing powers that be are going after our childhoods - and its not the zeitgeist we remember - it’s the marketing…
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