High concept movies can be difficult to market. If the film itself, or the campaign to sell it to audiences doesn’t resonate, then no one is going to see it.
In fact, sometimes the higher the concept, the weaker the performance, and as of late, there’s virtually nothing higher concept than “Abraham Lincoln: Vampire Hunter,” which, ironically, earned almost double overseas than it did domestically, despite being a movie revolving around an American president…
So now there’s “Hansel and Gretel: Witch Hunters,” which on the surface shares some similarities with the aforementioned Abraham Lincoln film.
Despite that, I think that it’s going to do well. One reason it will be successful is that it stars Jeremy Renner, which is still running on the success of “The Avengers” and “The Bourne Legacy.”
Another reason is that it is directed by Tommy Wirkola, who did 2009’s “Dead Snow,” which was essentially Sam Raimi’s “The Evil Dead,” with a dash of John Carpenter’s “The Fog,” which would have played like a rip-off of those films if it weren’t for the obvious love Wirkola held for his subject matter.
The trailer is nothing like last week’s “Evil Dead” reboot, in that, while there are gory moments, it’s played with comedic overtones, which makes it much less jarring.