A commercially daring marketing strategy has been announced this week by the distributor Momentum Pictures. In effect, it's a cinematic loss-leader.
In an effort to whip up interest in its forthcoming thriller The Girl Who Kicked the Hornets' Nest, which is released on 26 November, Momentum is putting on free double-bills of the preceding instalments in the Stieg Larsson-adapted "Millenium" trilogy (that's The Girl with the Dragon Tattoo and The Girl Who Played with Fire). Forty-one cinemas in the UK will screen the two films this Sunday; all you need to do is claim your tickets, climb into your motorcycle leathers, hop on your bike and burn rubber in the direction of your nearest participating cinema.
Well, I say all that about leather and motorbikes but I am exactly the sort of Girl refusenik at whom this unusual promotion is aimed, so what would I know? Through a mixture of cunning and ineptitude, I have managed to miss out on the series -- can we call it a phenomenon, or has that word now gone the way of "icon"? -- in both literary and cinematic form. There was definitely a week earlier this year when I was considering reading the first book or watching the first film, but then a pair of witty writers rained on that idea before it had even become a fully-fledged plan.
First, Nora Ephron -- sparkly on the page, even if her directing (You've Got Mail, It's Complicated) lacks that same fizz -- wrote a knock-out pastiche of the series, entitled "The Girl Who Fixed the Umlaut", in the New Yorker. Even my Larsson-resistant eyes could recognise it was knock-out, merely from having watched the trailer for the first movie, and from all the time-consuming sneering I've done at commuters reading Larsson's books on trains and buses. Ephron nailed the exaggerated pomposity and forced cool that anyone will recognise from even a passing acquaintance with a potboiler:
Lisbeth Salander was entitled to her bad moods on account of her miserable childhood and her tiny breasts, but it was starting to become confusing just how much irritability could be blamed on your slight figure and an abusive father you had once deliberately set on fire and then years later split open the head of with an axe. Salander opened the door a crack and spent several paragraphs trying to decide whether to let Blomkvist in. Many italic thoughts flew through her mind. Go away. Perhaps. So what. Etc...
That alone would have been ample justification for my avoidance of all things Girl-related. Then a few weeks later, Will Self piled in after Ephron in this most amusing literary scrum. In this very magazine, he summarised Larsson's series thus: "[A] lot of tedious Swedes cutting each other to pieces." One distinguished comic writer steering me away from the Stieg Larsson section in the bookshop, or from the cinema showing a Girl movie, would have been quite enough: I'm easily swayed. But two? The damage was done.
There is undoubtedly a contrarian thrill to finding oneself out of step with a popular craze; the rise of Dan Brown has done easily as much good for half the world's feelings of superiority as it has done harm to the remaining half's vocabulary. And in a world that makes increasingly unrealistic demands on our time, there is something empowering about resisting those entertainments of which simply everyone is partaking. (I hadn't read a word of J K Rowling or seen more than one of the Harry Potter films before I was called upon to review the fifth movie for the NS. In preparation, I received a crash course from my children, but what I saw only confirmed that I had not been missing much. It's government-regulated fantasy really, isn't it? Fantasy with the corners sanded down, the fantastic sucked out.)
On-demand viewing has made that level of assertion easier; the dominance of the boxed-set is also proof that we all like to regulate our interests and obsessions, gorging on an entire season in a day or two if we so desire.
The problem Momentum is trying to address with the free Girl giveaway is to stem the fatigue that must inevitably set in among audiences when the three parts of a trilogy are released in such a short space of time (the first Girl opened here in August). At least the Harry Potter, Lord of the Rings and James Bond films typically have a year or two between each outing. But I wonder if the Girl brand isn't irrevocably tainted among the uninitiated. I doubt I'll be setting aside five hours on a Sunday to submit to a marketing campaign.
That said, I love the idea of the double-bill making a return in the form of a primer. Multiplexes might show a brace of past Palme d'Or winners to whet our appetites for the upcoming Uncle Boonmee Who Can Recall His Past Lives. Or a couple of movies set in hotels to get us in the mood for Sofia Coppola's Somewhere, which takes place largely in the Chateau Marmont.
The double-bill is a luxury in which too few cinemas indulge these days. I'm a sucker for them. But when it comes to Momentum's generous offer, I may just be washing my motorcycle leathers that day.