The birth of hype
Keanu Reeves leaves an impression on Comic-Con fans
By Nick Nunziata
CNN Headline News
(CNN) -- Comic-Con International -- a four-day pop culture gala that took place in San Diego, California, July 22-25 -- delivered its yearly dosage of cult celebrities, ravenous fans wearing costumes both stunning and freakish, and world-premiere scoops for the comic book and film industries.
The latter has become a focal point in recent years, as the Con has unleashed very early sneaks of the "Lord of the Rings" films, big-budget comic book adaptations and the next generation of cult classics.
Last year, fans saw an entire sequence from "Spider-Man 2," almost a full year before the film hit screens. The convention has always been a powerful marketing tool, something that can help fuel anticipation for a product, or hatch the first cancerous seeds of bad buzz.
This year was full of surprises, like the revelation of the title for the last "Star Wars" film, the fan-favorite choice "Revenge of the Sith." It also showcased 18 minutes of the Warner Bros. comic book adaptation "Constantine," starring Keanu Reeves. On the same weekend that the studio's "Catwoman" arrived at the box office spayed, declawed and coughing up hairballs, its next big adventure wowed the audience with dark imagery and an aggressive style.
That wouldn't be news, except "Constantine" has been an object of scorn since it was announced last year.
Comic book fans are among the most loyal in all of fandom. If changes are made to beloved characters, they will infiltrate the Internet with disdain and venom, oftentimes forcing filmmakers into damage control mode at events like the one in San Diego.
When it was announced that Spider-Man would bear organic web-shooters rather than homemade ones, there was a backlash. When Michael Keaton was announced as Batman, there was an outcry. When the X-Men were given leather jumpsuits instead of their comic book costumes, the fans shouted in defiance to all who'd listen.
When the titular character of "Constantine" was changed from a battered, wiry, blond Englishman to Reeves, fans had found a new target of scorn. Now, that grimace has started to morph into a grin after an appearance by Reeves at the convention and the showing of footage from the film.
"Constantine" looks cool -- like a winner. A few months ago it seemed like a surefire disaster. It may not fully evoke the "Hellblazer" comic the film is based upon, but it is shaping up to be a solid theatrical offering.
That is good marketing. That is how to create hype. When filmmakers show their fans what they've got instead of just talking about it, it goes a long way toward building a bridge between perception and reality. Whether the film has 18 minutes of excellent material or two hours' worth remains to be seen, but when a roomfull of fans goes into an auditorium talking about "Batman Begins" and leaves talking about the previously dreaded "Constantine," it's a chance to see buzz take on an almost physical form, and it's astonishing.
