whatleydude

This post is about the recent home release social media activation of the film DRIVE. There maybe spoilers ahead BUT I’ll be sure to yell loudly if they come near. Then again, we may make it without any. We shall see…

Drive: a stunning, nay breathtaking, film from 2011 (some would argue THE film of 2011). Woefully ignored by the Academy but adored by fans worldwide, its a glorious tale of love-driven revenge told through the haze of 70′s LA neon with a soundtrack to match.

Of Drive, I am a fan.

On Monday, Jan 30th 2012, Drive got its UK home release on both DVD and Blu-ray and, to celebrate said launch, film-studio-friendly agency, Think Jam, sent out early copies of the film out to a select group of fans on Twitter.

The aim? To kick-start a pre-scheduled participatory/group viewing, snappily referred to as #DriveTime.

Nice idea.

But not everyone agreed -

Dan has a point.

In fact, the whole conversation between him and Mike is worth a look (especially as both have proven experience in this kind of marketing). I stumbled across the conversation between the two of them after the film had finished, however found myself unknowingly agreeing with them midway through.

That aside, there’s also the very real issue of SPOILERS.

I would be gutted if someone I followed [on Twitter] unwittingly gave away key plot points throughout any film that I was yet to see (especially on THE DAY of its home release, ie; if you didn’t see it at the cinema then you’re stuffed). In fact, so much did it concern me that I issued my own warning before the film started.

Those issues aside, the ‘event’ seemed to go well. So well in fact, that my friend and I started kicking around some ideas around data visualisation that could work alongside it – yes, that’s right, we’re data geeks.

Bear with me, this is where things get interesting -

Data Visualisation around group events is nothing new, see The New York Times and the Super Bowl or before that, The Guardian and the World Cup; with swathes of data, you can make beautiful, beautiful visualisations.

But these events, they’re huge, global happenings with hundreds of thousands of tweets to process, giving you an extremely granular level of preciseness that you wouldn’t find with say, 1200 or so tweets… right?

Well, ish.

“…I bet they haven’t sold it in.”

One of the great things about these kinds of social media campaigns is that the data is (relatively) free and available for anyone to access. So what if you could steal the data from the Drive activity and not only present it back in a gorgeous fashion, but also demonstrate your skill as a potential new partner in doing so?

“Could you piggy-back another agency’s paid activity to showcase your own?”

Well, as I said, the data is there. So all you would need to do is farm that information and go from there… right?

Search term: “#DRIVETIME” – parameters 30-31 Jan 2012 – network: ‘TWITTER’ -

Export as .csv, group & subtotal the number of tweets by time published and… Voilà!

Look at that lovely data.

I’ve cleaned it up somewhat (only showing the data between 7pm and 10pm – the film started at 8pm) but you can clearly see the flurry of activity that happened throughout.

Now, we can sexify this chart (thanks Robbie) and we can also actually map the highlights of the film against the peaks and troughs of conversation.

A – 8pm: the film startsB – End of [the awesome] opening sequence, ‘Night Call‘ kicks in
C – The Driver meets the girl for the first time – it’s encapsulating
D – Combination of ‘Under your Spell‘ starting + a key killer quote from our hero
E – Sequence of Driver and Irene spending time together [intense]
F – That elevator scene
G – Dip for a(nother) particularly violent piece
H – Film ends, people loved it and tweet according

What are the takeaways from this exercise?

1. If you’re planning a scheduled viewing (over social media) make it both a) a universally accepted film (read: a classic that most people have seen) and b) perhaps one that’s not so visually sumptuous and arresting.
   .
2. Think about THE DATA. Alright there was a Storify after the fact, but if me and my friends can throw together a crude visualisation of what our collective tweets look like… then Christ, what else is possible?

Which in turn asks a bigger question:

If today’s brands (and consumers) are ready to remix anything and everything, what’s to stop the agencies of tomorrow doing the same?

..oh and look, no spoilers.

Five things of note from this past week. Not as exciting as I’d hoped (I’ve had a week off and, surprisingly, haven’t spend much of it online) but here we go -

1. Troll Hunter! I arrived home yesterday to discover that someone had sent me both the newly-released Blu-Ray of  Troll Hunter as well as a rather funky matching t-shirt. Which in turn meant that last night I finally got to watch a film that I’ve been busting to watch for AGES. You’ll be pleased to hear I was not disappointed and – freebies aside – I’d genuinely recommend seeking it out for its pure scandinavian bonkersness alone.
   .
2. Rubbish QR Codes. I spotted this ridiculous QR code placement on the tube earlier this week and popped it up on Flickr without thinking about it. Jonathan Waddingham spotted it and, before we knew it, a whole new QRFail blog had been set up. I love Twitter for this kind of stuff. Good work, friends.
   .
3. #CommsChat. The engagement currency post from Jan 11th got a fair bit of pick up [Huzzah!] and as such, Communicate Magazine asked me to host their weekly Twitter chat with my blog post as the theme. Cracking stuff, with some really nice banter too. Worth a look.
   .
4. The Marketing Academy opened up nominations for their third year of scholars this past week and – having been a part of the successful first year of entrants – I honestly cannot recommend this enough.
   If you know of a high-potential, rising star in the field of advertising, communications or marketing, why not nominate them today?
   .
5. Beef Welly! I love cooking. But last week I had guests over and one particular guest insisted on putting together a Beef Wellington with not only the best damn piece of beef I’ve ever laid eyes on (thank you Ginger Pig) but also the finest homemade meal finesse I ever did see.
   It was my first and it was superb. Try it.

The trailer is here -

And, even though Mr Ridley Scott would have you believe otherwise, the connections to the Alien franchise are strong with this one.

Exhibit A:

This ship, the ship the crew of the Nostromo board at the beginning of Alien in response to the distress / warning call.

Which, surprisingly enough, looks remarkably like this one, exploding and falling out of the sky in the trailer for Prometheus.

Similar right? Shape, structure etc… it’s all there.

OK, so some spaceships look like other spaceships. True. However, any fan of the original Alien film will recognise the following image, aka – Exhibit B:

This chap is actually nameless in the film, however he has somehow earned the name of ‘The Space Jockey‘. Look what he’s sitting on and just look what this is, coming out of the ground in the Prometheus trailer.

This film is set on the ship that the crew of the Nostromo discover. That much is plain to see. Ridley Scott has said that there will be no Aliens, however there will be space jockeys. In Greek mythology, Prometheus stole fire from the gods and gifted it to man. The film’s official synopsis talks about man’s search for its very beginnings.

One wonders if these ‘space jockeys’ are pitched as our creators [as well as those of the Xenopmorph] and this is what happens when we meet ‘God’ face to face.

Who knows, we only have to wait until summer 2012 to find out and it’s about time Ridley Scott came back to the sci-fi genre.

Bring it.

Today I created a folder on my Mac marked ‘DKR’.

That is all.

[Private post - made public Dec 14th, 2011]

I’m just sorting through some old Moleskines (making sure that I’ve copied up all the blog posts that I’ve made in them etc before I crack on with the new one) and I stumbled upon this short review of Transformers 3 – aka Dark of the Moon.

It’s old, I know. But I fancied sharing it.

In short: the best Transformers film to date*
*Not exactly a hard thing

High points

• 1960s!
• OMFG! BEST TRANSFORMING SCENE… EVER!
• EPIC BATTLES
• SENTINEL PRIME!

Low points

• THE END IS HORRIFIC
• WHY IS MEGATRON IN A SCARF?
• MEGATRON / NEW GF SCENE OF FAIL

Going to the NYC premiere was fun (as was the Michael Bay screening in Miami), but the film – although featuring several rather spectacular set pieces – was not awesome. Figured the best way to illustrate this was through the above ‘interest curve’ idea that I nicked borrowed from Total Film.

S’all I got.

Stunning, vicious, cold, visceral, glorious, sexually-charged, breathtaking, chilling, gorgeous, arresting – DRIVE is one of my films of the year.

Ryan Gosling is silent and broody to the point of irritation, but carries the weight and predatory confidence of the deadliest scorpion; deadly, quiet, lethal. His ‘Driver’ is an anti-hero of our generation.

The 80s vibe, that riffs from the opening credits, through the electro synth soundtrack and down to the inevitable, violent crescendo, is a perfect fit for the squalid neon backdrop of downtown LA.. But, despite the retro undercurrent, this is a thoroughly modern piece of cinema.

Its dark, foreboding symbolism mixed with an almost continual referential nod to classics gone by (Hallowe’en, Bullit, Scarface to name but three) creates a kaleidoscope of  imagery that – even at its most gruesome – is impossible to turn away from. The use of light, colour, sound, words… or lack thereof on all counts… is encapsulating.

I am in love with this film.

See it.

NB: I’ve just IMDb’d the director, Nicolas Winding Refn, and it turns out he’s directed two films that I’ve been busting to see for ages: Valhalla Rising and Bronson.

They’re next.

The Girl with the Dragon Tattoo is a stunning film.

The original, gut-wrenching thriller smashed into my face like an iced bucket of water; it was fresh, cold and very, very dark. I loved it. Admittedly, I am yet to see Hornet’s Nest or Played with Fire.

(Nor have I read the books but I’m sure that’ll change shortly)

However, something I wanted to share today is this awesome trailer for the US re-make of The Girl with the Dragon Tattoo. Two words that should send a shudder down any film purist’s back are ‘US’ and ‘Re-Make’ but, this is Fincher we’re talking about kids. David. Fincher.

His last film, The Social Network, was very, very good. The first trailer, which dropped back in July 2010, showed that (with such contentious source material) he really meant business.

I think it’s fairly safe to say that this time ’round, he’s done it again.

It drives and it beats and it rages. Like the film itself will do so too, I’m sure. Bring it Fincher, I can’t wait.

Finally, before I go, I have to share one more thing. There’s a new Muppet film coming soon (no, really) and, to help build buzz and interest, they’ve been gently ripping off the trailers from other upcoming films. Dragon Tattoo is no exception.

This, is perfect.

Just over a week ago I was sent an email about the new Blu-Ray/DVD release of the child/assassin-based thriller, Hanna.

Note: this is not your average email, but we’ll come to that shortly.

If you’ve not seen the film before (I haven’t), it’s about a teenage girl (the amazing Saoirse Ronan) who has been trained by her ex-CIA father (Eric Bana) to basically be a complete bad-ass. Think Hit-Girl from Kick-Ass [but slightly older and with less pink wig-ness] and you’re probably halfway there.

Anyway, like I said, she’s been trained to be THE PERFECT ASSASSIN and then well, from what I can see from the trailer, Cate Blanchett turns up and the proverbial really hits the fan.

Speaking of which, the trailer is worth a look -

What do you think? I missed this at the cinema as I had only just got back from my mad trip across Siberia, but it does actually look quite good. IMDb gives it a solid 7/10 and, I think I probably will pick this up at some point also.

So, why am I blogging about it? Given that a) I haven’t actually seen it yet and b) although the film looks good, it doesn’t seem to be the kind of epic masterpiece that normally drives me to put e-pen to e-paper.

Well, it’s that email I mentioned at the top. It would seem that HMV and Universal have teamed up to create a rather awesome Foursquare-based treasure hunt across three major cities in the UK (London, Birmingham and Manchester) that kicks off this weekend.

Based around the central themes of the film, each hunt contains six codes that need cracking and from there you end up with six locations that need checking into.

The prize for completing said task? Er.. a weekend in Berlin! Sweet.

If you’re any of the above cities, your orders are available c/o The Galinka Project (but be quick, you only have until Monday). In the meantime, I have codes to crack.

Catch you later.