Updated on Thursday:
It's one of the most beloved children's books of all time, but it remains to be seen whether Warner Bros. is marketing the film version of “Where the Wild Things Are” to the right audience.
The Spike Jonze-directed film opens Friday -- more than a year after its originally scheduled release date and it's still not clear if it's a movie for kids, adults or hip adolescents.
At times the studio seems to be taking contradictory tacks. A “First Look” on-screen advertising featurette that’s been playing in AMC theaters portrays “Wild Things” as a film adults will love -- filled with grown-up themes of rage, pain, sadness. (More dark movies adapted from kiddie books here.)
Meanwhile merchandising for the film showed up a month ago in places like Urban Outfitters, a retailer known for its hip, young sensibility. It included graphic T-shirts for men and women, along with the original book and a new movie tie-in version which are reportedly selling well.But the trailer, which at times followed the “First Look” featurette on the very same screen, sells the film as a cuddly children's tale with fun, furry creatures.
TV commercials, running heavily in shows ranging from the young-adult-oriented “Gossip Girl” to the very grown-up “Mad Men,” have taken the kinder, gentler approach.
And the bookstore chain Barnes & Noble has a major “Wild Things” display in the children's section, featuring the tale by Maurice Sendak.
So who's the movie for?
"Based on the movie trailer, the PG rating, and Jonze's edgy reputation, parents should expect the film... to be a better fit for older kids," said one parent-oriented web-site, commonsensemedia.org. "This isn't aimed at the kindergarten set -- no matter how well versed they may be in Max's journey."
At Warner, executives say the approach is sophisticated, which was required for a sophisticated work.
"We are very proud of this film," said Sue Kroll, president of worldwide marketing for Warner Bros. "It's a unique and creative piece of work, and we certainly endeavored to bring that same level of creativity to our campaign."
She added: "This film speaks to the child in all of us, but ironically, it may not be appropriate for the very young."
Tracking numbers for the film indicate that the multi-pronged approach might well have worked for a complicated sell.
The film had a rising profile among family audiences, according to one tracking study, and was the first choice this weekend for 17 to 44 year olds.
Warner officials predicted the movie would do somewhere around $25 million in its first three days. And rival-studio distribution executives said that figure was probably too low.
"If the number has only a '2' in front of it, I'd be surprised," said the rival studio executive.
One reason for the split personality is that Jonze and Warner Bros. were not exactly on the same page during the production process.
Jonze, the auteur behind "Being John Malkovich" and "Adaptation," has repeatedly said he made a film about childhood -- not a children’s film.
