Monday, September 21, 2009

Warped Tour - The Movie?

Last Thursday, Vans Warped Tour screened an exclusive one-night "special theatrical event"commemorating its 15th anniversary in a select 460 theaters around the country.

Didn't know about it or just plain didn't go? Even if you went to Warped Tour, love the bands, and all that jazz? No worries, I have an inkling that you're far from the only one.
(and here comes the disclaimer: I didn't go either, thus can't personally attest to the theatrical experience, so what follows is really just an elaborate hypothesis)

Sure, the event got a fair amount of press coverage in all the areas it was showing - event listings in city papers, online features - but how many movie-goers actually showed up at 8pm on September 17th?

The Warped Tour website started a thread after the event asking "If you went to the 15th Anniversary event in theaters tonight, what did you think? Where did you see it? What were your favorite parts?"... which produced some interesting feedback. There were the usual lovers and haters, but what really caught my attention were the numbers thrown out in these response posts. In Huntington Beach, there were "only about 30 people there." In Ohio, "only 6 people in the theater." In Rochester, "only like 15 ppl were in the theatre."


Just from these numbers you could draw some hasty conclusions about the success of the event, but let's look at this in a more scientifically approved manner. 1) There were only 17 responses in the thread - not a very large sampling. 2) Self-selected response - HUGE opportunity for participant bias. 3) Ohio and Rochester are never particularly large markets for the tour anyways.

But. Just from this sample one does nonetheless get the idea that perhaps the movie wasn't as spectacular of an event as those in the Warped Tour camp hoped.

Was it a publicity problem? Doubt it. (same publicists that handle PR for the tour itself)
Was it a marketing problem? Probably not. (visible ad presence on target sites)
Was it simply just a lack on interest? dingdingdingding. (i think)

Attempting to channel the live concert-going experience onto the big screen is undoubtedly a daunting task. What makes the concert experience is the atmosphere, the band's actual live presence, sweaty dudes moshing/fangirls screamings/too-cool arms-crossed nodders, you get the idea. It's about the music, yes, but it's so much more about the experience of it all. Projecting it onto a huge screen with surround sound can perhaps somewhat recreate the auditory and visual factors, but the atmosphere of it all is sucked out. Plus, 2-D vs 3-D??

The question I pose is not whether this isolated event was a success, but if the concert-going experience can be successfully translated to the silver screen. Live concert DVD sales are fairly decent, so can live concert movies make the sell as well?

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