The Mood Theory. The? Minimum With that we go to Film

I keep asking myself what happened to Amador. I mean the movie Lion Aranoa.

I know it was never intended to be a blockbuster but is that the figures he's doing too bad. According to Pau Brunet boxoffice.es great (the best site on the box office in Spain), Amador failed to be among the top ten films of the weekend, made some poor € 225,000 in 140 theaters across Spain, in order week with bridge, which is about 1600 € per room. To give you an idea, that's an average of no more than 22 people in each session from Friday to Friday in the week of its release, very little for a film director or Los Lunes al Sol Princess.

Word of mouth and criticism, which also affect it, only accentuates the problem. So great regret, I think Amador will not have better future than her male protagonist.

That said, I think there are several factors that have adversely affected the film. Pau says the same reason in boxoffice, says that "(...) the premiere of Amador confirms the expiration of these authorial markings have faded into the background especially because the audience loved them both 10 years ago no longer has the same (...), motivations Aranoa comparing the seal with Medem or Coixet. I think there may be something to this, but for me playing in a league Aranoa than the other two, being also a very personal writer I that has a style closer to the audience, connect better with the public.

I do believe that the work of Marketing has been very irregular and this has negatively affected. The premiere had enough presence in the media, with interviews with the director warning us that the film takes an unexpected turn, reminding us that it has been four years since Princess, but the advocacy efforts have accompanied this release.

The poster shows the profile melancholy actress Magaly Solier (good actress but not a star who sells tickets with your name) occupying 80% of the surface, with the tag line "We are our choices." The trailer has a gray drama immigrant woman who has to take care of an old curmudgeon (no more story spoilers). In both cases I think that the promotional materials fail to move the film's appeal to the viewer, and certainly can not see anything Aranoa style, which has always shown in his films a few touches of humor, such that the Galicians call "breeching", which I think the audience appreciated.

Well, now MOOD theory. I do not know if you ever heard the English expression "to be in the mood for something" which becomes "be in the mood for something" or "feel like to do something." It makes me feel that there are a number of changes in the way of watching movies that make you special care to put these materials to promote the films, now more than ever. For the mood, the desire, the mood to watch a film changes very quickly today.

The cinemas of one or two rooms are disappearing from the inner cities, more and more multiplexes in shopping malls. This changes the experience of going to the movies, we will not for the sole purpose of seeing a movie. We take to do the shopping, eat, drink, do laundry, etc ... So when a movie is not an exclusive activity is integrated into a greater entertainment experience. In this situation, I think it is more difficult to opt for a dramatic film and adult, likely to go with the family, or at least we are surrounded by a family atmosphere.

I do not know if there is a survey on the subject, but if not, should. I believe that never before has been changed so much in opinion in the same queue of cinema. I mean, we may have left home with the sincere purpose of going to see a particular film (say Amador, for example), but there are now more likely than ever that in the last minute change our preference, and I think we do .

The reasons for this are many but the main one is simply because we can. When you have 5 movies to choose from, you can change your mind for hours (for a start 10 minutes earlier than you had intended to do) or because they are giving away something you see buying another entry, or because many people are going to see another movie and you get curious, or (and this is my favorite reason) because you see all the posters together and, frankly, the movie that you wanted to see does not look so attractive now.

Actually the reason does not matter, what matters is to be aware that promotional materials must be highly targeted to compete with the other films in the lineup. A poster is not just an image that represents the film should also be an attractive package, call the attention of shoppers at the supermarket shelf where the movies are becoming.

Here you have some posters of films that shared space in theaters this week.

You guys you change your mind too late?



...