Review: X-Men: First Class

No spoilers. 

Let’s get this straight – I am a geek.

Wolverine #90 got me into comic books and since that fateful day in 1995 I have dipped in and out of the comic book universe as I saw fit. In fact, tracing it back further still, growing up watching Christopher Reeve save the world as Superman influenced my life with and love of the superhero genre, definitely. But we’ll come back to him later.

Back at the turn of the millennium, Bryan Singer, whose directorial arrival was heralded by the sublime Usual Suspects, was tasked with bringing the world’s most unluckiest superheroes to the big screen.

To be fair to the guy, he didn’t do a bad job. Generally considered to be more of a taster of things to come, the first X-Men film definitely proved the concept, and when X-Men 2 (X2) arrived, we finally saw Singer’s vision fully coloured in before our eyes; Wolverine cut-loose, cameos-a-plenty and of course, that epic epic Nightcrawler opener.

Excellent stuff.

Since then though, with the X-Men at least, we have not been so lucky. X3: The Last Stand was frankly, terrible. A rushed schedule (largely in part to a last minute director change) not helping much and what with Mr Singer departing to work on [the extremely underrated] Superman Returns, the wheel was left unchecked and the series lost its course.

The less said about X:Men Origins: Wolverine the better.

Which brings us to First Class.

A few years ago the ‘Origins’ moniker was attached to a number of X-Projects (with Wolverine getting the first stab, so to speak) and First Class was one of them. When the news broke that the film was going ahead, it was promising to say the least.

First off, irrespective of takings (both X3 and XO:W both broke $200m at the box office) the studio knew they had to do something to prevent yet another bad X-film being made. This is a good sign. Second?  Singer was back. This time taking a writer/producer credit and – in a match that seems to be made in geek heaven – Jane Goldman and Matthew Vaughn (fresh from their own successes on the fantastic comic book adap, Kick-Ass), stepped into the roles of screenplay and director respectively.

The Gods were smiling.

But then, reports of a rushed production started appearing, followed by a poorly received above the line campaign and, to top it all off, every time a set pic was leaked, the ‘fans’ heaped scorn upon a franchise that was already fighting an uphill battle. Not cool.

When then trailer finally dropped, people did not know what to expect –

“Hang on, this actually looks quite good…”

Four months later, tickets were purchased and with much trepidation, we entered the cinema. Set in 1962, just before and during the Cuban missile crisis, First Class riffs on its 60s backdrop perfectly. With retro black lines drawn across the inevitable training montage scenes as well as a very suave, almost Austin Powers-like, Charles Xavier – brought to life by my second favourite actor in this film (I have a top three), James McAvoy. The time of the piece is set perfectly and trust me, it works.

Coming in third in the aforementioned trio of awesome, comes Kevin Bacon as the nefarious Sebastian Shaw. Hell-bent on world domination through a hitler-esque survival of the fittest, Bacon excels here. Fans of the books will understand that physically, in build at least, the two aren’t exactly similar however, with a combination of sheer stage screen presence and the film’s iteration of Shaw’s mutant power, this is swiftly forgotten – Kevin Bacon is Sebastian Shaw.

In at number one, our star of the show, Erik Lensherr – aka – Magneto.

Brought to life magnificently by Michael Fassbender. The vengeful intensity that he brings to Magneto’s early years is completely believeable and, once his solo mission of revenge comes to the end of its first chapter, you understand completely why people are already calling Fassbender out as the next James Bond. Seriously.

The rest? Mystique and Beast (who share a number of interesting moments together) are noteworthy as is The White Queen, Emma Frost. However, the others are fairly forgettable. Perhaps it’s only Banshee’s Irish charm that keeps him from fading from my memory… Additionally, whilst Riptide manages to get through the film without uttering a single word, the award for most criminally under-used character goes to Azazel.

In comic book lore, Azazel is the father of X2’s Nightcrawler and, colouration aside, shares a similar look and power of his future son. It’s just a shame then that his [slightly russian?] origin was not explored further. But hey, there’s always future films – right?

Let’s be clear; X-Men: First Class is by far and away the best X-Men film to date. Given that X2 set the standard pretty high, this is praise indeed – especially for a franchise that was close to coming to an end.

Finally, don’t try and worry yourself about the time line too much; if you work under the assumption that Singer ‘did a Superman’ and ignored the third and fourth films in the series, then they kind of plug in together nicely. You learn how and why Mystique is the way she is, why Magneto is the way he is and – crucially – what happens after a young Erik Lensherr is spotted bending gates in a Nazi concentration camp.

In closing; if you’re a geek (and can forgive a bit liberty thievery here and there), you’ll get a kick out of this. If you’re not, it’s still a bloody good, almost caper-esque, action flick.
I’ll be honest with you, I didn’t leave the cinema completely blown away but now, a few days on from seeing the film, it has definitely grown on me.

Go see it.

 

 

Paging Zuners

If that’s what you’re called.
I got this today:

Here’s a question: what do you think of Zune?

I’m going to make a few assumptions (and do please, correct me if I’m wrong); if you’re a Zune user – aka ‘a Zuner’ – you’re probably American and you may’ve even bought, and perhaps even still use, the original Zune machine handheld thing that was never launched over here in the UK.

However, you may also be a Windows Phone (WP) user and/or an Xbox owner. All of these things I expect to influence your response to this following, secondary question:

Is it actually any good?

Now please. Before you move forward with your answer (either in the comments field below or in fact perhaps, with your own blogged repost) please take into account that your opinion may bias towards the positive as you’ve made such a chunky investment (especially you original Zune hardware owners). So please, give full and valid responses – warts an’ all, if you will.

Why am I asking this question? Well, I am an Xbox Live Gold subscriber, soon-to-be Windows-Phoner and avid Spotify fan. The latter of the three costs £9.99pcm and allows me all sorts of awesome music-based fantasticness. Treats such as:

  • Access to an almost infinite amount of music
  • Downloadable content that I can play offline, both on my desktop and on my mobile
  • Sharable cross-platform playlists of awesomeness (that can be locked down or collaborative)
  • Thanks to the marvelous integration on both Spotify and Xbox Live, I can stream my most listened to tracks through my Xbox using the Last.fm application available through Live Gold
  • Bonus feature, said music can be controlled BY VOICE thanks to my Kinect

Understand that your answers will help inform my decision on whether or not to drop Spotify for Zune (when WP finally launches on Nokia’s devices). As it stands, I’m reliably informed that Spotify is coming to WP with the next software update (aka ‘Mango), but because I like things to just work – I’m tempted to move for the full Zune offering.

Friends, Zuners, fellow tech-heads and audiophiles – it’s over to you.

Disrupting with The Kaiser Chiefs

Over the weekend UK-based ‘indie’ band, The Kaiser Chiefs, went public with their latest album offering ‘The Future is Medieval’. What makes this launch unique different is that for the first time, Chiefs fans can create their own version of the album and then make money from the sales of that bespoke version.

As the website puts it:

Once complete, fans will be given their own page on the Kaiser Chiefs website to sell their version of the album and, for each one sold, the curator gets £1.

Not. Bad. At. All. It’s certainly got our chins wagging today…

Why is this so good?

Mashable says it’s because ‘the fans are turned into producers’, ‘The fans get financial rewards!‘ says Marketing Magazine and The Next Web have gone so far to call it ‘a brilliant stroke of social media‘ and cite that the real beauty is that ‘every album will be different’. Yes. Quite.

Here at the ‘heads we’ve got a different take. For example, Tom Messett, senior presences manager and all ’round fan of rewarding engagement says:

“It’s about creating awareness… It is a stunt. They will have it exclusively like this for about four weeks then slap their real version (probably the full 20) on iTunes when everyone is talking about it and all their fans are posting about their exclusive version, if some famous people do one then they might get some traction, as well among frontier communities. It is disruptive, and in this market, that is good.”

He has a point.

Of all the headlines I’ve read over the weekend and the course of this morning, many different buzzwords are being thrown around, ‘the future of social marketing/music/commerce’ etc – delete where appropriate.

It works because:

  • Music industry disruption is always welcome (but nothing new*)
  • It rewards the real fans; both financially and through social kudos (imagine if your version of the album gets into the top ten – sweet)
  • Personalisation is key, and they’ve delivered that both with the playlist selection and the album cover
  • Your fans become the sales people
  • It’s proper, actual content curation

But, as with any fan-pleasing innovation, there are the naysayers:

Overall, this kind of member-get-member scheme is nothing new to the industry. As always, it’s the packaging and the communications around it that sells. The website is lovely to use and to look at, the premise is simple enough and – eventually – one wonders what kind of lasting effect (if any) this will have on the industry as a whole.

———-

*that nothing new part? Where do we begin?

Three album launches that disrupted in their own way. The difference with these being the disruption came from the artist(s) themselves as opposed any kind of agency tie-in/support.

Interesting.

What will you do Next?

Here in the UK, high street clothes brand Next are running a competition entitled ‘Make me the Next model 2011’. Basically, they’re asking the general public to help choose the new modelling talent for their next big campaign.

The prizes?

Well for two overall winners will each enjoy a £2,000 shopping spree at Next, the chance to star in a photo-shoot for Next and a special introduction to leading model agency, Storm. Fantastic, right?

Earlier this week tweets started appearing encouraging others to vote for the underdog; as this morning’s Metro Newspaper described, said underdog is the ‘unconventional’ looking Roland B.

Currently, Roland is sitting pretty at the top of the rankings and probably – thanks to a rather huge online following – lengths and breadths ahead of the rest of the competition.

So what do you do Next?

If we examine the competition mechanic more closely we can see that there is every opportunity to remove Roland from the competition after this early stage. To quote:

“The online public vote at next.co.uk/model will decide the Top 250 – all of whom will be invited to London on Friday 29 July, 2011 for a special one-day course at Next’s Runway Academy.

The lucky hopefuls will meet industry experts who will offer invaluable advice on all aspects of modelling, while our panel of judges will choose a Top 50 shortlist to return for the following day’s fabulous, fun-packed, live Grand Final on Saturday 30 July, 2011.”

Whether or not the panel of judges choose Roland B to progress to the final 50 remains to be seen but there is a huge opportunity here and Next would be mad to skip over it.

Next is a part of the old guard when it comes to high street fashion chains; @NextOfficial – while sitting at nigh-on 8000 followers, pales into comparison when you look at TopShop (160k) and ASOS (120k). However, when you look at the more widely-known (and used) social network, Facebook, Next have a very respectable half a million fans.

And this is where things get interesting. Next obviously have a lot of fans out there but by the looks of things, so does Roland B. As my colleague Tim Denyer said to me earlier on today ‘It’s about knowing your audience’ – The board may insist on catwalk models but your fans, the ones that make and break your brand, obviously want something else.

The opportunity here is that this competition has opened the door for Next to be really disruptive and actually embrace change. By allowing Roland B to progress through to the final and – dare I say it – become one of the winners of the overall competition Next is able to make a statement to the rest of the industry along the lines of:

“Our clothes are for everyone. Not just the models we put in our catalogues and our commercials. Everyone.”

Roland B is representing the underdogs of this world and, with the internet behind him, he may well score a victory for them too.

All that remains to be seen, especially now that the story has hit the mainstream press, is whether or not the brand capitalises on his following and support.

Alright it’s not chicken-flavoured Pril, nor is it Bieber in Korea, but there’s a reputation issue on the horizon if this falls over – and Next need to be sure they make the right decision. The people are watching.

Vote for Roland.

1000heads: The Museum of Me

This gorgeous, gorgeous piece of work from the smart chaps at Intel is one of the most perfect uses of the Facebook social graph API that I have ever seen.

Click through to the site, give up virtually all of your Facebook access privileges (we’ll come back to that one later) and just sit back and watch as Intel’s application accesses all of your photos, videos, friends, likes and links and displays them all in a glorious installation that even Getty would be proud of.

If you haven’t done this yet, click through and do it now. Once you’re done, come back again – we need to talk.

Right, welcome back. Done it yet? You have?
Perfect.

So exactly why is this beautiful application so damn good? Let’s explore further.

First, the sticking point: all those access points that the app demands.

I must admit that even I wavered there for a second.

Granting ‘access’ I have no problem with, it’s the ‘Post to my Wall’ part that niggles at me. But, forward you go – why? Because Intel aren’t some start-up off the street, nor are they a second rate newspaper looking for a quick way to proliferate their words and stories and, to be completely fair, if Intel do end up breaking my trust after I hit the ‘Allow’ button, so be it!  I can still go back in afterwards and disable their access, right?

And of course, let’s be totally clear here: the combination of all of the above along with the fact that perhaps, just maybe, after the clicking of agreement above I might have my very own ‘Museum of Me’, is more than enough to tempt even the most doubtful of Facebook users – the ol’ ego stroke; gets us every time.

Moving on, what makes the The Museum of Me so special in its delivery is that – through the API access you’ve granted above – it delicately creates a uniquely personalised and deeply personal journey through your social graph in a way that one might perhaps hope their life might be celebrated after they’re gone. Through pictures, screens, connections – they whole exhibition is dedicated to you and it could only really be totally appreciated for what it is by you.

Just enough virtual praise to be flattering, just enough branding to be quietly understood and, to top it all, just enough subtlety in the sharing functionality to entice you to push it out to your friends.

You pushed the like button – didn’t you?.

Speaking of which, at the time of writing the app has been liked just shy of 7800 times. 12hrs from now? When it’s gone viral, who knows what number it’ll hit.

For me, the great thing about this work is that the idea is simple, but the execution is flawless. I can’t show you how great it is, because my version wouldn’t work for you. You have to experience it for yourself. And that – in today’s world of mass information and constant personalisation – is definitely worth three minutes of your day.

Go to it.

The Museum of Me YOU awaits…

 

 

Bits + Pieces

James Whatley says Hi

Moleskine entry: April 13th, 2011

QotD:
“How western are we? After an hour on a train in a communist state, we’ve already created a democracy!”
– said on the group deciding on a bar name for my room. Which, incidentally, was ‘The Czar’s / Tsar’s Retreat’
“Time doesn’t matter, we’re on a Mongolian spaceship!”
– on discovering that, even though we’re crossing four time zones, the time on the train stays on Moscow time. Amazing.
“There were some larger bottles of vodka, but they were more expensive.”
– more at eleven.

 

1000heads: Google v Microsoft; a question of ethics

On a recent trip around the web last week, I came across this old post by one Steven Hodgson writing for WinExtra

He poses an interesting question: Why is it that what’s cool for Google is an ethical question for Microsoft?

Quote:

I remember when Google surprised everyone who was attending one of their conferences that had to do with Android with a free smartphone that had the current Android OS installed on it. They did the same thing when the Nexus was launched much to the delight of the attendees.

At no time when this was happening did anyone do anything but cheer Google on for coming up with a great marketing idea and ya it was a great idea.

Yet when Microsoft does the same thing like they did at their E3 event to announce the new Xbox 360 suddenly we have CrunchGear suggesting that there are ethical questions that we should be considering.

At 1000heads we adhere to a strict ethical policy across all engagements; be that through fostering relationships between brands and communities or simply through outreach and / or disruptive product trials – and it’s in this latter section that we come to Google v Microsoft.

I say it again: it’s an interesting dilemma and I consider the two examples to be slightly different; on one side you have a large global search/software company (dressed up as Android) trying to get its (at the time still relatively new) operating system into the homes of developers globally and on the other you’ve got a big gaming brand trying to make the biggest splash at the world’s largest electronic entertainment expo (E3).

Who’s in the right and who’s in the wrong?

Ethics are a constant discussion point here at 1000heads and I’m proud to say that ALL of our staff work hard (and often argue passionately) about what is right and what is wrong.

In the case of Microsoft v Google, where do you stand?

New Friends

Moleskine entry: April 12th, 2011 (cont)

We did a lot today – much I want to cover but first I need to finish off what happened last night – I called the Honcho, Marina, as requested –

Note from the honcho

– and managed to get directions to the restaurant where they were all grabbing dinner. 10mins later (and one short hop, skip and a jump down the late night snowy streets of Moscow) and I’d found them. Awesome.

Two brothers, Ben & Oly (on a vodka-drinking YouTube mission – more on that one on a later date) and two friends, Sally & Mel. The latter pair used to live together and Mel, the Aussie of the group, is on her way back home (Sal’s just along for the ride). They’re a good bunch and I reckon I’ve landed on my feet quite nicely…

We were joined by another group of travellers last night too. This bunch are headed off to Mongolia later today (we may run into them there, but if not then we’re definitely meeting up in Beijing) and they were more than happy to join us for post-dinner vodka and beer.

It was… a late night, a lot of fun and – as first nights in Moscow go – not bad at all.
– – –

Today, Tuesday, we woke up around 10am local time and remembered we’d agreed to go running before breakfast. Ben & Oly were committed (or at least should be) and I joined them. 3.5miles-ish, in total. With our loop point being St Basil’s Cathedral.

Look, I even made you a map –


Like I said before; Madness.

Post-morning workout we headed out in search of food and – what with it being 50yrs since Uri Gagarin took man’s first step into space – we made plans to visit the Moscow Space Museum (along with pretty much every other resident of Moscow for that matter), but that can wait for another day.

Basically today, my first 24hrs in Moscow, has been fantastic. I’ve got a smile on my face and four new friends to travel with.

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