We’ve already gone on record with our Screengrab prediction that M. Night Shyamalan’s latest opus The Happening will be one of the five biggest bombs of the summer, even going so far as to suggest that the next Hitchcock has instead become the new Ed Wood. But in an interview with the New York Times, Shyamalan tries to make the case that’s he misunderstood – he’s not just “the guy who makes the scary movies with a twist.”
Some experts feel it doesn’t matter who he is – that unless the name above the title is Steven Spielberg, audiences don’t really care who directed the movie. “It never really worked,” argues David Weitzner, the former head of worldwide marketing for Universal and an adjunct professor at the School of Cinematic Arts at the University of Southern California. “It’s pomposity on the part of studios to think that the public is going to respond to an advertising message that says to see the film because it’s from the director of another film. It’s stupid and to some degree, it’s fueled by ego.”
Ego is something that has gotten in Shyamalan’s way lately, particularly in the case of his last big screen effort The Lady in the Water. According to the Times, the director “committed the greatest sin of all — he criticized a meeting with Disney studio executives, Nina Jacobson, Dick Cook and Oren Aviv, in a book by Michael Bamberger, The Man Who Heard Voices. In the book, which received a huge amount of press, Mr. Shyamalan accused Ms. Jacobson of not giving his Lady in the Water script ‘a truthful reading” and said that he thought that it had been rejected because Disney 'no longer valued individualism.’…The Hollywood establishment was outraged by the book and Mr. Shyamalan’s public recitation of what are considered very private matters.”
Lady in the Water didn’t make much of a splash (sorry), maybe because it was a departure from Shyamalan’s string of “scary movies with a twist,” or maybe just because it was so damn silly. Whatever the case, he’s back in creepy thriller territory with The Happening, his first R-rated picture, and he still thinks his name is a viable brand. “The problem is the assumption that if I am selling the movie — because I’m selling me — that I’m being egotistical. If Will Smith did the same thing, it would be perceived very differently,” he said. “You’re supposed to be hidden if you’re a director. That’s a rule that who said in the movie business?” If The Happening flops, maybe he'll find out.
Related:
Trailer Review: The Happening
The Five Kinds of Twist Endings