H'Elio, Anybody There?

So, I have a question, but it’s a bit of a complex one that needs a lot of context for it to make sense, so please bear with me.

I recently saw Elio and my overall impression of it could best be summed up in a single word: Solid. It doesn’t excel in any areas, but it doesn’t fall short anywhere, either. Another film I use the word “solid” to describe is The Last Starfighter, and Elio has a nice little nod to that film I appreciated. I do share the sentiment with a number of Pixar fans that their films simply don't pack the same punch as they once did. For me, I think they peaked with The Incredibles and they’ve simply never been able to recapture that special something. To be fair, I haven’t seen Coco, and that seems almost universally loved by all who’ve seen it. I also rather enjoyed Elemental, though that was more for its visuals and world building than anything else it had to offer. Even Lightyear had its moments despite being an overall lackluster execution of an ill-conceived afterthought. Maybe there’s a paradigm shift at Pixar, or maybe I’m just getting older. I mean, it couldn’t possibly be the latter, could it?

The criticisms of Elio seem to come in two flavors. One has to do with the art style being too similar to past entries, namely Luca and Turning Red. As much as I see the point, I can’t help but wonder if we’re not dealing with a little bit of cherry-picking here. Okay, Elio’s characters look like they could fit in right alongside those in Turning Red and Luca, but could you say that about Elemental, Soul, Lightyear, or Inside Out 2? Those all seem to have pretty distinct art styles from one another. Frankly, if Pixar movies are starting to blur together, it’s got more to do with the number of sequels they make than anything else. After all, why shouldn’t The Incredibles 2 have the same art style as The Incredibles? It would be rather odd if they took it in a drastically different direction. The same goes for the Toy Story films as any changes to the art style seem to have more to do with technical innovations since the first film came out all the way in 1995 than any creative decision from on high. 1995? Damn, I am getting older.

The other flavored critique of Elio’s reception is in its marketing. There didn’t seem to be any shortage of YouTubers and social media influencers insisting they didn’t even know the movie was out because they never saw any ads for it. Well, that’s easy enough to explain. Elio was delayed by almost a year because of the SAG/AFTRA strikes, so chances are most if not all of that initial marketing budget was spent pushing a date that’s no longer valid. Marketing a movie is expensive and it’s not easy to make sharp right turns or pump the brakes. If the movie’s release date is pushed further down the pipe, that’s more money Pixar has to ask from Uncle Walt to get the movie out in front of people prior to the actual release date. That said, this is where I start to approach the initial question I brought up at the start. I use YouTube the way most people probably use Netflix or Hulu or HBO Max. It’s rare for me to binge a show or series of movies on one of those platforms, but I’m rather embarrassed to admit how many hours I’ve spent binging retro videogame reviews or story time animations or ASMR content. My point is that I’ve been seeing plenty of ads and trailers for Elio leading up the release date. I don’t know where these people are getting this idea that they don’t know the movie’s coming out because I’ve sure been made aware the past several weeks.

So, here’s the question at long last: Are you guys all using adblockers?

Can you really complain about not knowing when a movie is coming out if you’ve cut off the mainstream means of marketing? How did you know about all the other movies you might have seen instead of Elio? I mean, I saw Superman the day before I saw Elio, and just like that film, there were plenty of trailers in front of YouTube videos. That movie doesn’t seem to be doing so bad in theaters, so what am I missing here? I don’t think the art direction critique has a lot of credibility, and the lack of marketing is only understandable to a point when you consider how many people are consuming content in the first place.

Pixar and Disney have released a statement effectively blaming moviegoers for Elio’s lackluster box office performance, insisting that they go out of their way to make these original stories only for people to not go and see them, all while complaining about there being too many sequels, reboots, and remakes. I don’t want to say they have a point, but I also don’t think they’re completely wrong. We turn out in droves for the latest entry in a long-running series, then say we’re tired of sequels, and finally add insult to injury by ghosting those movies that do try to be their own thing rather than part of some legacy.

There’s some study out there about how what people say they want doesn’t always match up with what they really want. It goes something like this, a group of participants were asked how they like their coffee, either rich and dark or milky and weak. Overwhelmingly, people said they liked their coffee rich and dark. However, when it came to their real world spending habits, overwhelmingly the drink of choice was milky and weak. So, what’s going on here? One conclusion drawn was that people said they liked rich and dark because it sounded more appealing in their heads. Maybe they wanted to avoid some social stigma of not being able to handle this adult beverage like adults. In the end, when it came to actually having to drink coffee in their daily routine, they went with milky and weak because they didn’t want to deal with the harshness of the alternative. Speaking only for myself, when I used to drink coffee, if I ordered from Starbucks, I would order a Tall Blonde. I did this for two reasons. For one, it’s fun to say. For two, I’d take that Tall Blonde over to the counter with all the sugar and cream, and add each until it tasted just right to me. In other words, I didn’t trust the baristas to know exactly what I wanted (I mean, I barely knew), so I took the basic foundation and built on it to my own tastes.

There’s no adding cream and sugar to a movie, not unless your theater has a liquor license and you’re really good at coming up with drinking games on the fly. Considering how expensive it can be to go to the movies these days and the economy being in and out of the drunk tank since January, your only real choice is to potentially have a bad time at a movie where you don’t know what to expect, or play it safe with a franchise that’s never let you down.

Much like my original question, the issue is complex and requires a lot of context to understand. Are people really unaware of certain movies coming out and saying as much, or are they sticking with what they know to avoid taking a risk?