Bong Joon-Ho’s The Host Has A US Trailer And It’s A Red-Bander …

Reader Comments

1. Caterpillar 11/30/2006 @ 7:34pm

   There wasn’t any gore, tits or use of nasty language (not even in Korean) in this trailer so excuse me while I wonder why the fuck this was denied a green banner and all audience approval. Could be a marketing gimmick of course but if they are now trying to sell THE HOST as graphic torture porn along the lines of SAW and HOSTEL they don’t get the film and what makes it great at all. Hey, how about selling it just as what it is?

2. Kurt 11/30/2006 @ 8:16pm

   Have to agree with Caterpillar on this one, unless the red band was due to the ‘terror-directed-towards-children’ which the trailer emphasis.

   Not sure why there is a red-band, and even stranger that they’d end of a blurb quote instead of an image…
   Still, we all know the movie is good, so whatever gets folks into the theatre can only help the film.

3. Kurt 11/30/2006 @ 8:25pm

   “which the trailer emphasizes!” damn typos.

4. Peter Martin 11/30/2006 @ 10:42pm

   As of this moment, the film has not been rated by the MPAA—at least it’s not in the database, and neither the trailer nor the poster have a rating. But according to the MPAA:

   “According to the Advertising Administration guidelines, advertising that is targeted for an audience attending a “G” or “PG” feature will not be approved if it includes scenes depicting violence, sensuality, offensive language, or other material that most parents would find unacceptable for their younger children to see or hear. Film companies do have the option, however, of creating advertising for a limited audience (not including younger children) for whom the material is appropriate, i.e., “restricted” trailers, which may be shown only before “R” and “NC-17” films, restricted-access internet sites, and television spots reserved for late-night audiences.”

   (http://www.mpaa.org/FlmRat_Advertising.asp)
   I don’t take the red-band trailer to mean that Magnolia is trying to sell it as “graphic torture porn,” but neither are they trying to market it as some kind of kid-friendly picture—which it’s not. By making it a red-band, I think they’re trying to reach movie-going adults rather than aiming for the broader teen aud (which is what Fox Atomic is aiming for with “Turistas,” as an example of a very different marketing campaign).

   Most critics have called it a “monster movie,” which is perhaps unfairly reductive when it’s actually much more than the popular conception of a “monster movie,” but the main objective is to get people into seats, and the combination of the harder-edged footage along with quotes from the New York Times and New York Magazine seems like a good idea to me (or at least as good an idea as any other I can think of). How else would you sell it?

5. Caterpillar 11/30/2006 @ 10:58pm

   You’re forgetting that most cinemas refuse to show red banded trailers. It’s the same as with NC-17 rated movies. Theoretically you can release them but cinemas won’t show them so you lose.

   Kurt is most likely right about the “kids in danger” element causing the red band. I’m sure Magnolia will put together a trailer that ends up with a green band for their actual advertising while the red banded one is guaranteed to be an online exclusive.

6. Ramen89 12/01/2006 @ 1:22am

   I didnt care much for the film i must admit.

7. logboy 12/01/2006 @ 6:29am

   for the record, films USA release bumped from january to march 07.

8. Peter Martin 12/01/2006 @ 6:52am

   Good point about “red banded” trailers—I wasn’t aware that “most cinemas refuse to show” them. I remembered seeing one at an arthouse theater, but, now that you mention it, can’t remember one at a general-interest multiplex.

   However, I’m still curious, Caterpillar—and anyone else who cares to comment—how else would you sell the film? What elements do you think are most appealing to people who haven’t heard of it?

9. ed 12/01/2006 @ 5:03pm

   to peter martin’s question, from an U.S. perspective I’d say the katrina angle (govt. doesn’t give bleep about average joe suffering, etc.) but that’s too touchy, maybe? & not deceptive...i mean creative enough for advertising:P

10. Daniel J Winclechter 12/01/2006 @ 9:40pm

    Shame it’s been pushed to 3/9/07. I was looking forward to seeing it again on the big screen, now I’ll be very tempted to jump at the Korean disc.
    As for how to sell the film, monster/horror fans will be intrigued from the get-go, so I’d say promoting some of the family drama and political backdrop more would be a good way at expanding the potential audience. Basically, try to tell viewers that this isn’t some brainless flick about a monster killing people. Of course, that might also put off the people just looking for a monster film. Two differently themed trailers to be shown before different types of films? I guess it probably depends somewhat on how much Magnolia wants to sink into marketing and whether they’d want to cast a wider net.

11. hostie 12/03/2006 @ 2:32pm

    where can i get one of the t shirts that featured at the end of the host
    -----

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