What are Whedon and Goddard building with Cabin in the Woods?
"Joss Whedon is one of the best in the world when it comes to building - and manipulating - online hype for his projects, essentially getting fans to do his PR work for him."
Whedonesque gets a mention from yesterday's ny times debacle...Lead-in to this article is here.
January 27 2009
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Individual posts are copyright their respective authors
This is a non-profit, unofficial website, not affiliated with Mutant Enemy, Inc., 20th Century Fox, Warner Brothers or UPN.


Ricardo Leal | January 27, 23:10 CET
The One True b!X | January 27, 23:11 CET
alexreager | January 27, 23:12 CET
I don't mind the paper cuts as much as I mind the cheap glue on the envelopes - it makes me feel weak and dizzy and ill in a possibly Seinfeldian way.
QuoterGal | January 27, 23:20 CET
As for people twittering (or is it "tweeting") that they're already reading the script, well, that just irritates me. It irritates me because, of course, *I* want to read the script. But more than that, I want Joss and Drew to win their little anti-spoilerization war. So I sort of hope the script out there is a big, fat foiler. Oooh, the twin emotions of glad-for-Joss and glorious schadenfreude at a script foiler prospect!
[ edited by phlebotinin on 2009-01-27 23:32 ]
phlebotinin | January 27, 23:30 CET
BrewBunny | January 27, 23:38 CET
The One True b!X | January 27, 23:40 CET
Nebula1400 | January 27, 23:43 CET
BrewBunny | January 27, 23:44 CET
The One True b!X | January 27, 23:45 CET
These articles that paint Joss as a marketing genius and internet wizard are getting kind of weird. "Manipulating the hype" doesn't seem all that good in my world. Then again I think the real Internet Wizard hat and robes is hanging in Felicia's closet. She even seems to have attracted loyal minions. I mean fans.
ETA: Of course I guess if you're NYT you don't want to write about the less-than-wizard who pwned you hard.
[ edited by Sunfire on 2009-01-27 23:46 ]
Sunfire | January 27, 23:45 CET
Didn't end well back in 2005.
Simon | January 27, 23:48 CET
The One True b!X | January 27, 23:49 CET
Sunfire | January 27, 23:50 CET
I still shudder over the fan campaigns for Serenity imploding. We did get carried away with our "we can do it" attitude. That first box office weekend did more damage to the fandom than Firefly getting cancelled. This is why I like the measured approach to Dollhouse. Keeps us sane.
Simon | January 27, 23:53 CET
There's a kind of The Producers-like satirical story lurking in there. Writer writes real script into which he throws his heart and soul: "this is the script that will change the way we think about the gothic-musical-historical-drama forever!". Writes "fake" script to throw off the spoiler-crowd and decides to write a complete piss-take on the most cliche-ridden, paint-by-numbers, no-brain Big Hollywood Movie ever." Fake script does rounds and gets into hands of film execs. "We love it!"--they cry. Real script goes nowhere, but fake script gets made and becomes multiple Oscar-winner, constantly praised for its daring originality.
snot monster from outer space | January 27, 23:59 CET
UnpluggedCrazy | January 27, 23:59 CET
UnpluggedCrazy | January 28, 00:00 CET
Yeah I know. To be more serious, I think it's the classic "the internet nerds are a PR machine!" mistake. Oh can we ever talk about your cool new thing, but it's mostly amongst ourselves. That said Dr. Horrible did reach some people I know whom I didn't expect it to, before I even mentioned it. So I think Dr. Horrible may be the exception to Geek PR, Inc. model not working. But it was everything a studio project isn't, so I still think the model is a lousy idea for most things.
And I think this author is jumping to the "Whedon is a genius!" conclusion at expense of rushing right past the part where Joss explained this is their way of keeping the real movie a secret. Yes they are two geniuses but they're geniuses who want the internet to keep its hands off their stuff for a while, until they finish making it.
Sunfire | January 28, 00:03 CET
When dealing with more traditional things like movies, we're still kind of green.
2005 wasn't exactly an example of success.
Numfar PTB | January 28, 00:04 CET
I made so much money for "Serenity."
Nebula1400 | January 28, 00:10 CET
Oh, and Yeah. I'm more than happy to plug CitW virally. If only we had something more substantial to virally viral [market].
...Viral...
Jaymii | January 28, 00:18 CET
What a world!
Nebula1400 | January 28, 00:24 CET
Ah, yes, good times. Remember when all of us went into that meeting to pitch the movie to Mary Parent? Sure, we were hard to understand; thousands of us speaking at the same time and all, but wow were we ever effective. I think that Josh Swedon guy was trying to claim some credit for it afterwards. But, seriously, everyone knows it was really us. *cough*
(Also, when was Josh Lyman ever a cabinet member? He was deputy chief of staff and campaign manager for
ObamaSantos.. unless - which I don't believe - the senior white house staff is also colloquially called a 'cabinet'.)Other than that: nice article. Fun to see our discussion on the meaning of the word 'literally' quoted in there. I still worry about the misinformation, though. I think that most of the magazines and/or newspapers I've worked at, would stop publishing news if it's always unrealiable. But: I've never worked as an entertainment journalist, so maybe in that case everything's different. Still, my gut feeling says that 'Cabin in the Woods' is too small to get away with continuous misinformation. That kind of thing works for big stuff like the next Star Wars, Indiana Jones or Terminator, or the next movie featuring big stars like Will Smith or Tom Hanks, but not for a niche horror movie by brilliant, but undeniable cult, writers.
Then again: I may be completely wrong. It's been known to happen.
ETR: typo (Any typos remaining have obviously been put there consciously as a form of misinformation and have therefore not been removed).
[ edited by GVH on 2009-01-28 00:29 ]
GVH | January 28, 00:24 CET
m'cookies actual | January 28, 00:26 CET
Jav | January 28, 00:28 CET
Making an internet success of Dr Horrible only needs the awareness of thousands/tens of thousands of people while a network tv show/film needs millions of viewers to be acknowledged as a success, a difference in scale that often seems to be overlooked by enthusiastic fans in the internet echochamber.
jpr | January 28, 00:39 CET
Let Down | January 28, 00:53 CET
Dana5140 | January 28, 00:56 CET
BrewBunny | January 28, 01:06 CET
Well hopefully all of the acolytes we brought over for Dr. Horrible will stay.....
wilder | January 28, 01:33 CET
Ha ha! You should write a fake script with that story-line, snot monster.
catherine | January 28, 01:50 CET
snot monster from outer space | January 28, 02:25 CET
Tonya J | January 28, 03:16 CET
So looking forward.
Madhatter | January 28, 03:36 CET
I think a bunch of us should write fake CitW scripts.
Or - maybe we already have, and then released them into the wild.
Ahhahahahahahaha!
QuoterGal | January 28, 03:51 CET
drnotsobad | January 28, 04:04 CET
Well there goes my joke about Cabinet in the Woods
Let Down | January 28, 04:26 CET
The One True b!X | January 28, 04:37 CET
Anonymous1 | January 28, 05:22 CET
Bah. It's so irritating when people read my jokes, travel back in time and post them before me
Let Down | January 28, 05:51 CET
Madhatter | January 28, 06:11 CET
One can always count on whedonesque to make every word-joke possible. Sometimes even twice. I think it might be some kind of law of physics.
GVH | January 28, 08:14 CET
OzLady | January 28, 10:33 CET
BrewBunny | January 28, 01:06 CET
And the funniest comment on the thread award goes to .... BrewBunny ;)
And yay for Let Down, for the life completing quote.
I tried really hard to come up with a "Cabinet in the Woods" joke related to adding more West Wing cast, but it's just too much of a stretch, considering that no one in the show was actually in a cabinet position, except Leo/John Spencer.
Shey | January 28, 12:37 CET
RollingInKittens | January 28, 13:44 CET
daylight | January 28, 14:11 CET
BreathesStory | January 28, 14:32 CET
So in the end, that's really the only way it works. However much we enthuse, shout, type and promote, we're only going to reach a limited number of people by ourselves.
GVH | January 28, 14:38 CET
And blame ourselves afterwards. You know when a strategy is messed up beyond belief when fans publicly chastise themselves for not doing more to promote Serenity. I do not want to see comments like "I've let Joss and the fandom down" ever again. So if anyone else wants to get in bed with us I'm going to tell them to get lost. We're not for sale.
Simon | January 28, 14:42 CET
It is problematic if it's your only strategy, if you make it public knowlegde that that's your only strategy and if you then blame the fans afterwards. I don't want another 'Serenity' either (now there's something that - taken out of context - is something I would've never thought I'd type here ;)).
GVH | January 28, 15:28 CET
Simon, can you (or someone else who understands) clarify? Thanks!
Bluey | January 28, 15:48 CET
mister0 | January 28, 16:08 CET
Dana5140 | January 28, 16:19 CET
To get a sequel, everything hinged on the success of the first box office weekend. Now when the Friday figures came in, they were not great but people were hoping to see a much bigger increase for the following day. But when the Saturday figures were discovered to be lower than that of Friday's, people went bananas. Despite fans going to see the movie multiple times and hyping the movie to their friends and co-workers it had all been in vain. There was panic and the mantra of "We are mighty" turned out to be pretty weak indeed. Eventually things settled down but the battle for the sequel had been lost that weekend and the Firefly fandom never recovered from that.
Simon | January 28, 16:32 CET
And thank God I won't be seeing Bill Nighy running through the woods in his nightie.
Tonya J | January 28, 17:14 CET
I expect twists and turns in his work, so it doesn't shock me that he might create a few surprises in real life, too. Seriously, how many people have their very own panic (*picnic*)meter.
And if said twists/turns ensnare some "haters/critical critics" in a web of deceit, I say feel free to take me on the ride.
Just one request for Joss if he's lurking, please don't dangle Cobie Smulders in front of us because that might just be too much to bear (again).
alexreager | January 28, 17:40 CET
RollingInKittens | January 28, 17:49 CET
I can see what you mean Dana5140, and to a certain extent I agree. I was certainly suprised to learn that Joss had intentionally misled people. But on the other hand, I can see how frustrating it must be for Joss to get everything spoiled when I guess that most horror movie's success to, well, horrify relies on the plot being spoiled as little as possible.
Bluey | January 28, 18:32 CET
First, the cabinet error was not mine but my editor's, who was valiantly trying to correct an entirely different error.
Second, whatever the result was, Serenity got made entirely because of the vocal fan base. Give yourselves credit where it's due. We got a bit more Firefly out there and that's a good thing. The failure had nothing to do with the fans and everything to do with piss poor marketing from people who clearly didn't understand the film they had. I know for a fact that they refused to even talk to the largest film festival on the continent because it didn't "fit their marketing plan" which ended up being hardly any advertising and badly misleading trailers.
And, finally, I think Joss' particular genius here is the 'poison the well' approach. It's not just that it gets people talking - which is pretty much max effect for minimum effort and pretty damn swell all on it's own - but that he has effectively un-spoilered all future spoilers. As a result of this move even when accurate info leaks - and most leaks probably will be accurate - nobody will entirely trust them. That, to me, is brilliant.
twitchfilm | January 28, 20:10 CET
I don't get the sense he's engaging in misinformation in order to generate discussion/attention, but simply to protect his work for as long as he can get away with doing so under the pressures of the modern (new) media glare.
(Well, okay, the other thing I question, and have before, is who exactly authorized the leaking of the names of actors that had not in fact been cast, since you'd think the actors in question might have objections.)
The One True b!X | January 28, 20:18 CET
BrewBunny | January 28, 20:43 CET
Sunfire | January 28, 20:53 CET
The One True b!X | January 28, 20:56 CET
Second, whatever the result was, Serenity got made entirely because of the vocal fan base. Give yourselves credit where it's due.
You have landed on 'Community Myth' - donate $50 to charity and go back 5 spaces. ;).
I really doubt Big Purp is trying to drum up discussion, mainly because if he is even vaguely aware of his fandom (and he is) then he'll know we'd discuss his choice of breakfast cereal until the wee small hours (my money's on cornflakes, Kellog's, of course) - any news at all would've been discussed to death by us (and a few genre sites), now there'll just be another dimension of "P.S. this may all be bollocks anyway" to the discussion.
Saje | January 28, 21:03 CET
No, I meant Dracula: The Musical.
Sunfire | January 28, 21:07 CET
NotaViking | January 28, 21:10 CET
The One True b!X | January 28, 21:14 CET
Pfffft. Worst. Breakfast-guess. Evar!
Your move.
snot monster from outer space | January 28, 21:28 CET
PaulfromSunnydale | January 28, 21:32 CET
streetartist | January 28, 21:33 CET
Dude/tte, Kellog's Cornflakes is the check and the mate of breakfast cereals. Any further moves would be mere wriggling.
(did I mention I think he has them dyed purple by a local craftsman ?)
Saje | January 28, 21:39 CET
Also, looking back at what Joss said - "Oh. Also, they got the plot wrong. In order to protect the story from spoilerization, we've been sending out our OWN misinformation". Seems like their fake info is related to the story. Leaking cast details has nothing to do with spoiling/protecting the story.
I don't know. I'm just saying that we can't be sure either way. Either where the info came from or, as you said, who authorised it, would be interesting to know.
NotaViking | January 28, 21:53 CET
I'll put $15 on "daily yogurt, fruit & granola, with the occasional blow-out, full-on, carbalicious breakfast on the weekend."
I will refrain from once again posting the Joss-quote re: the myth of the fans getting Serenity greenlit, but imagine that I've posted it here.
And yeah, I agree, I think Joss was just aiming for deflecting the fisheye lens off of CitW, if that's what I mean, especially after watching the recent "pick, pick, pick" on the healing scabs of Dollhouse.
I know, that imagery is really ugly, but it seems apt. Maybe this is prettier - the little Dollhouse seedling kept getting pulled out of the dirt and checked to see if it "was growing okay."
So I agree - I think he's gotten tired of it, and is hoping to mess up the spoiler-y process - I doubt he was trying to get it buzz going with this ruse.
My opinion, of course - but Joss was pretty straight-forward about getting the press for Doc Horrible, and getting us to help get the word out. I doubt he's resorting to subterfuge to promote CitW.
QuoterGal | January 28, 21:53 CET
I'm guessing that he aspires to the yoghurt/granola model QuoterGal lays out, but actually grabs a coffee and something sweet on his way to a meeting/shoot/whatever.
He may deign to enter this thread to set us all straight; but I'm pretty sure whatever he says about it will be deliberate misinformation. I mean, who wants their breakfast spoiled?
snot monster from outer space | January 28, 22:13 CET
The One True b!X | January 28, 22:15 CET
Saje | January 28, 22:17 CET
And, of course, I definitely see a caffeine stimulant of some kind in Joss' morning. He has kids, after all, and they will drag you kicking and screaming from sleep willy-nilly, so tea or coffee probably also on menu.
QuoterGal | January 28, 22:24 CET
snot monster from outer space | January 28, 22:27 CET
“The rule is, jam tomorrow and jam yesterday - but never jam today.”
So today's scones never have jam but yesterday's did ? Just as I always suspected, cream scones with jam transcend what we laughingly call reality (well, I laugh anyway).
And, of course, I definitely see a caffeine stimulant of some kind in Joss' morning.
Yep, caffeine stimulant's are how you tell it is morning. That and the existential horror of course.
Saje | January 28, 22:32 CET
Buddhism: There's no pie, but there's no you either, so it's a wash.
Judaism: That pie better be kosher.
Existentialism: There's no pie, but you do exist. The horror.
Hinduism: 48 flavors of pie (no beef, please).
snot monster from outer space | January 28, 22:50 CET
More like, God promised us pie. We walked until we found it.
Sunfire | January 28, 22:53 CET
Humanism: There's plenty of pie, it's just made from people is all.
Pantheism: My god, it's full of pie !
Zoroastrianism: All that is required for evil pie to triumph is that good pies do nothing.
Ventriloquism: All the kie you can eat, geer too. So long as you don't mind the hand going ... you know ...
Saje | January 28, 23:20 CET
Tonya J | January 28, 23:37 CET
Totalitarianism: When our Glorious Leader eats a pie, he is eating it for all of us!
Marxism: The workers must control the means of pie production.
Solipsism: I am the pie.
Circleareaism: The pie are squared.
Deconstructionism: Il n'y a pas de hors-tarte. ("There is no horse-pie"--a good thing too. Well...maybe in Belgium.)
Beatleism: Honey-pie, you are driving me crazy!
Wild Beatleism: I love you, yeah, honey-pie!
snot monster from outer space | January 28, 23:38 CET
Mine, obviously.
The One True b!X | January 28, 23:38 CET
Rorschachism: "It is not pie that kills the children. Not pie that butchers them or pie that feeds them to the dogs. It's us. Only us."
Cheesism: "I wear the pie. It does not wear me."
QuoterGal | January 28, 23:55 CET
Sunfire | January 29, 00:00 CET
The One True b!X | January 29, 00:02 CET
Sunfire | January 29, 00:09 CET
And I totally think Joss is a FROSTED FLAKES guy, They're Greeeeeeeat!
alexreager | January 29, 00:17 CET
[ edited by Numfar PTB on 2009-01-29 00:40 ]
Numfar PTB | January 29, 00:40 CET
BrewBunny | January 29, 02:02 CET
Jossism: "Pie me."
Bushism: "Make the pie higher."
Optimism: "Hey, there's still half a pie left!"
Pessimism: "Hey, half the damn pie's gone!"
Ageism: "This pie is past its sell-by date!"
Pieism: [emits delicious aroma]
snot monster from outer space | January 29, 02:23 CET
I LOVE pie!!
Saje: he'll know we'd discuss his choice of breakfast cereal until the wee small hours (my money's on cornflakes, Kellog's, of course)
alexreager: And I totally think Joss is a FROSTED FLAKES guy, They're Greeeeeeeat!
Pfft Cornflakes! Frosted Flakes are the only way to go! (You totally stole my belated thought, alexreager!) But I would add bananas to the frosted flakes to get some yellow in there. :)
Of course, QuoterGal brings up a good point with needing caffeine for kids... so I thought that to kill 2 needs with one bowl would be FRUIT LOOPS, they're colorful, purple, sugared-up, & kid friendly!
korkster | January 29, 03:18 CET
Let Down | January 29, 03:33 CET
GVH | January 29, 08:33 CET
And sweetened bread ? Is up down now ? Cos I don't like it when up's down (I get acid reflux).
Whedonesqueism: One pie, lots of hi-larious fingers (you guys rahuuuuule ;).
(amidst a lot of very, err, stiff competition BTW I think B!x's "The hammer is my pieness." won last night's internet)
Saje | January 29, 10:42 CET
"Beatleism: Honey-pie, you are driving me crazy!
Wild Beatleism: I love you, yeah, honey-pie!"
Let Down | January 29, 11:41 CET
Eddie Izzard variation: Pie, or death?
Aztecs: human sacrifice, with pie.
Existentialism, Kirkengard: you eat pie and God dictates consequences.
Sartre: There is no God, but you are personally responsible for the decision to eat pie and the consequences of that decision.
Pretty lame, but I couldn't resist. ;)
edited for spelling & typos
[ edited by Shey on 2009-01-29 12:51 ]
[ edited by Shey on 2009-01-29 12:52 ]
Shey | January 29, 12:06 CET
snot monster from outer space | January 29, 17:29 CET
Polygamist: I can have as many pies and tarts as I like.
Freud: Sometimes a pie is just a pie.
samatwitch | January 30, 02:34 CET
catherine | January 30, 02:45 CET
The One True b!X | January 30, 07:40 CET
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