Here’s how I know marketing failed HIT & RUN: I was one of its test subjects. Some time last year I was at the multiplex picking up tickets for later in the day. In the lobby sometimes they have these survey people showing trailers on little monitors and asking focus group type questions. I always wondered what that was about, and I had some time to kill, so when they asked me to do it I said yes.
I saw other people being tested on THE EXPENDABLES 2, which at the time seemed exciting. But too my disappointment the survey focused on HIT & RUN, which I learned was a comedy starring Dax Shepard, Kristen Bell, Tom Arnold and Bradley Cooper as the bad guy. They showed me variations of different commercials, mainly consisting of Arnold yelling, Shepard getting hit in the face with a golf club, a car going off a jump, and the various actors in cars looking scared like they’re gonna crash. Some had a heavy emphasis on a scene where squeaky-voiced Kristen Chenoweth talks about taking Xanex. I struggled to answer questions like “What do you think the movie is about?” and “What is your favorite part?” (Answers: 1. “Well, they said he was a bank robber, so they’re after him? I don’t know.” 2. “I guess Bradley Cooper in dreadlocks looks funny.”) In the end I had to answer that no, I did not think there was any chance that I would see this movie, because it doesn’t look funny at all.
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VERN has been reviewing movies since 1999 and is the author of the books SEAGALOGY: A STUDY OF THE ASS-KICKING FILMS OF STEVEN SEAGAL, YIPPEE KI-YAY MOVIEGOER!: WRITINGS ON BRUCE WILLIS, BADASS CINEMA AND OTHER IMPORTANT TOPICS and NIKETOWN: A NOVEL. His horror-action novel WORM ON A HOOK will arrive later this year.