William “Rise of the Guardians” Joyce brings us another tale for the kids. Instead of fanciful dreams and Guardians of the children of the world; we are given the miniscule yet potent Guardians of the Woods. While last falls Rise of the Guardians (RozG) was brought to us by Dreamworks and delivered all its trailers promised, this particular fairy tale is delivered to us by Fox and does not deliver all that was promised.
Wait, wait wait. Am I telling you this is a bad movie? No. Not in the least. Point in fact its rather good and will be highly entertaining to its core demographic of 5 to 12 year olds. Adults may get something from the animation and action as well. There is a solid story and it doesn’t once get Ferngully/Avatar levels of preachy on you. It doesn’t get that way at all point in fact. Which is a point I have to appreciate.
SO what doesn’t deliver? The trailer.
Let me give you the original teaser from June 2012
Now as of November of this year, they were still mostly pitching this as an kids actioner befitting the title it has. There were a few more comedy moments inserted and overall you got a better feel for the film that would be coming. In recent weeks Fox, in their usual mis/manhandling of their properties have all but ruined their chances of making back the budget on this one.
We have had trailers over emphasizing the comedic beats of the film that are completely out of context. I mean literally. They changed the music in the trailers from the music of the scene and it alters the tonality as much as it could be. There is also the fact of who they are choosing to play up in the cast. Comic actors (Ansari, O’Dowd) and singers (Beyonce, Steven Tyler) more than any known elements (Hutcherson, Farrell, Seyfriend, Waltz). Name dropping on this scale and style usually means the studio has no faith in the picture or the trailers to draw people in and instead have to use this particular tactic to try to entice parents and their kids to see their favourite funny people and singers – though really does anyone in their target demo know who Steven Tyler is?
That’s the promise failed folks. Once again I find the trailer house and studio grossly negligent in their marketing. Kids will go see this expecting this shiny happy comedic movie with talking animals. They will be disappointed. Kids will go expecting their big stars through the movie, they will be half disappointed.
Granted I know I am not the target demographic and I can’t honestly say what kids may take from the trailer sand expect in the movie, but if I am right you will get back what you put in. The studio idiots at Fox and whomever they contracted for the trailer half assed it and they will get half as much as they could have unless positive word of mouth saves this work.
That being said and my rant done – If you have kids take them to see it. 6 is the youngest I’d take, but 5 might be safe. There’s nothing particularly too dark or scary in it at all. Rather well done that way for kids.
If you are an adult and were curious – Try it out.
I enjoyed it and honestly part of me hopes there are Leaf Men and the Brave Good Bugs out there.