Now that Horrorfest 2007 has come and, more or less, gone (as I type this there is one more weekend for it to limp through, but there are rumors of screenings being canceled), all I can think is, "Wow, what a difference a year can make."
Horrorfest 2006, backed by a highly effective, albeit highly misleading, ad campaign, managed to do what no other film festival to date has done. Crack the top ten box office by raking in a somewhat impressive 2.6 million on a mere 500 screens. Horrorfest 2007 opened on only 350 screens this year and, with a projected $502,000 in opening weekend ticket sales, promptly went down like the Titanic. This was no Sophomore Slump for the After Dark Films Horrorfest, this was a financial disaster on the level of the Hindenburg. Looking at those numbers, I have to guess that the chances of a Horrorfest 2008 are non-existent to none.
For me, it's a sad and unfortunate thing. I really love(d) the concept of Horrorfest. Of giving low budget horror fare a chance to have the spotlight that is now hogged almost entirely by major studio releases. So my "good" opinion of Horrorfest remains unchanged from the one I had in 2006:
As a life long fan, I adore the concept of a mass market screening of a large number of horror movies over the course of a single weekend. This gives some small and unique/quirky little movies an opportunity to do what had once been a routine thing for films of this kind; unspooling before an audience in a movie theater. (Hard as it might be to believe, but films of the type seen at Horrorfest this weekend used to play at movie theaters all the time, with no one batting an eye about it.) I think it's a great way for small, independent studios to market its product.
I still think that something like Horrorfest can and would work, but After Dark Films fell victim to the very problems I touched upon back in 2006:
Judging by the response of some posters at the Horrorfest message board, not to mention elsewhere, many a consumer felt suckered in by the hyperbole of the event's ad campaign. All I can say about that is, if you are going to market your event as some kind of transgressive cinematic experience, then it would be in your best interest to have at least one or two of the movies in the line-up be able to live up to that hype. As for myself, I went in expecting to see films that were DTV fodder and, for the most part, that is exactly what I got. Of the 8 Films to Die For, only Reincarnation, The Abandoned, and The Hamiltons seemed viable as commercial releases. If they were released to the Art Houses, that is.
After Dark Films now finds itself to be in a rather unenviable position if it chooses to mount a Horrorfest 2. (According to this article on the event at Fangoria's web page, the plan is precisely that - to make Horrorfest an annual event.) Audience response to the event ranged from fairly positive, to pretty much indifferent, and all the way down to acutely hostile. The latter group, of course, will be the most vocal and, over the course of the next few months, negative word of mouth about Horrorfest will spread rather quickly. Of course, all the hate for the Saw movies hasn't impacted the ticket sales one bit, but I do think that the next Horrorfest really needs to amp up the content mojo more than a little bit. I'd argue that the fest will need a "superstar" entry (Saw IV, Argento's Third Mother movie, or George Romero's Diary of the Dead, for example) to galvanize ticket sales, which were plagued with problems this year. One of the biggest, and justified, complaints revolved around there being no event pass. For Christopher and I, I wound up spending $185.00 dollars on tickets alone. Now I consider that to be money well spent, but others clearly do not. If there is a Horrorfest 2, then there needs to be some way in which the ticket cost can be brought down for the consumer; either an event pass or, if that issue still cannot be resolved next year, then couple the films together as double bills and give the consumer two movies for the price of one.
While the "All Access" event pass did come to, uh, pass, no significant improvement in programming did, and I think that was what ulitmately killed Horrorfest in 2007. There was no "superstar" entry to generate interest in the genre curious mainstream audiences, or to bring back any and all that felt got suckered by the highly effective, yet highly misleading, 2006 trailer:
Yeah, the Fest was nothing like it was advertised, but the toned down (in terms of hyperbole, that is) 2007 trailer, while arguably more accurate from a marketing standpoint, wasn't nearly as effective:
I blame the content, or utter lack thereof. I am a decent sized and fairly forgiving horror buff, but this year's line-up had me scratching my head and going, "Huh?" There wasn't a strong buzz movie in the bunch, unless you want to count the overwhelming amount of negative buzz that is humming around Unearthed. Horrorfest 2007 did have the opportunity, when After Dark Films acquired the violent, and now NC-17 rated, French thriller Frontieres as part of the original line-up. But the film had to be pulled due After Dark Films contractual obligation to release R-rated movies in the Horrorfest line-up. While I admire After Dark Films for sticking to its guns and going for a separate NC-17 release for Frontieres, I cannot admire them for the overall poor choices for Horrorfest 2007. The Deaths of Ian Stone (while arguably one of the event's best movies) and Tooth and Nail were both films that just did not belong in something calling itself a Horrorfest. Especially Tooth And Nail, that cinematic turd was something barely suitable for airing on the Sci-Fi Channel. Then again, the Sci-Fi Channel's logo was prominantly featured on the Horrorfest web page, so I guess a Horrorfest marathon of sorts might be airing at some on the in name only Sci-Fi Channel.
What was needed was something that gave audiences something to look forward to. Content that would get ticket buyers excited and willing to plunk down cash for a ticket, or an All Access Pass (two of which I purchased, with zero regrets). It didn't happen, and now it looks like a Horrorfest 2008 won't happen either.
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