Monday, December 5, 2011


Still from The Girl with the Dragon Tattoo
He went ahead and done that! After much controversy this weekend over his Review of The Girl with the Dragon Tattoo, The New Yorker's David Denby went ahead and violated Sony Pictures' request to adhere to a Media Embargo for the Film until Tuesday, December 13, 2011.

What is an Embargo you ask? Essentially it is an agreement on the Movie Reviewer's part  (I hate the word "ban") to not post their Comments on the Film before a set date by the Studio. As often is the case, the Reviewer gets to see the Film up to months before it actually gets  a release. This ensures that the Studio has full control over its Marketing and Publicity, allowing all Reviews to surface when interest in the Film is optimal - around its actual Release Date. Also it keeps things fair for Publications as one won't beat the other to the punch with an unfair disadvantage of posting the Review earlier, even though several publications like Variety, for example consistently get the Exclusives first often.

It is clear that Sony Pictures are not pleased with Denby's actions, but after reading his comments on David Fincher's hotly-tipped Adaptation of the Swedish Film/Book, we see that he means well.  In his Review, he says ultimately "this is a bleak but mesmerizing piece of Filmmaking". But really, isn't that what many of us are expecting anyway?  Especially those of us who have seen the Original?

Although I see where both sides are coming from, the Rules are pretty clear when I myself get invited to an Advance Screening.  I am not to write about the Film before the Studio requests to do so in their E-mail - some Studios will allow you to Tweet comments, but not post a Review. I remember for one Screening in September, I physically had to sign a Waiver.  Do I think that Studios perhaps should re-examine the Rules in this changing age of Digital Media? Absolutely. Blogs and Websites are changing the face of Media with the immediacy that content can be published and hence, the  great Divide between the v. structured Old School Media and the more flexible New Media.

Regardless, I'm thrilled to see The Girl with the Dragon Tattoo as it looks to have perfected its Original and I love Rooney Mara and see her as the Dark Horse in the Oscar Race for Best Actress. The Match currently is contested hotly between Meryl Streep for The Iron Lady vs. Michelle Williams for My Week with Marilyn.

Sony Pictures releases The Girl with the Dragon Tattoo on Wednesday, December 21, 2011.  Merry Christmas.

Have you see H&M's The Girl with the Dragon Tattoo Collection by Costume Designer Trish Summerville?

(Photo credit: Sony Pictures)