"Inception": How To Market A Film That’s Actually Good

Not since Peter Jackson was fresh off “Lord of the Rings” has a filmmaker had as much leverage to do whatever he likes as Christopher Nolan has gotten for “Inception.” The one oasis of hope in an otherwise predictable-looking summer, “Inception” naturally raises a niggling doubt.

…”Inception,” and how to market a film while maintaining a sense of mystery.
By Vadim Rizov on 06/15/2010

Filed under: Coming attractions

Not since Peter Jackson was fresh off “Lord of the Rings” has a filmmaker had as much leverage to do whatever he likes as Christopher Nolan has gotten for “Inception.” The one oasis of hope in an otherwise predictable-looking summer, “Inception” naturally raises a niggling doubt. What if Nolan takes all that money and freedom and delivers his very own “Southland Tales”?

For now, in the absence of much concrete information, what we have is a meta-story about the challenges of marketing a blockbuster whose hooks are a) intelligence and b) strictly not to be revealed for the time being. Whatever’s going on in the film, there will be surprises, probably in the third act.

Brent Lang at The Wrap notes that there are some problems with this marketing tactic. For one, by concealing the premise from audiences that have proven time and again they want to know exactly what…

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"Inception": How To Market A Film That’s Actually Good

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