One of the most highly anticipated movies for horror fans was the Friday the 13th remake/reimagining/whatever bullshit word they make up for it.  Even before the movie was announced, speculation was rampant.  Since the film began production, fans were bombarded with jaded set reports, studio-approved images, and bootleg trailers.  The hype machine was in effect, full throttle.

During filming, selected horror journalists (presumably selected because they have no problem shilling for studios that throw them a bone), got a chance to report from the set of the film.  The superlatives were heavy, but the details were light.  Vague statements meant to excite the fans became fashionable.

Selected images from the film were released through these same shills.  While fan response was mixed, the chosen journalists continued to plow forward with their agenda of pleasing Warner Brothers.  The more they praise, the more they get in terms of goodies from rich Uncle Bugs Bunny, it appears.  This website ran photos that got Bugs Bunny’s legal team up in arms a few months ago.  Weeks later, the same images were formally released through “friendly” websites and media.

Dread Central, Bloody-Disgusting, Shock Till You Drop, Movie Web, IESB.net, FirstShowing.net, Collider, Horror.com, IGN.com, JoBlo.com all attended a set visit to the Friday the 13th remake paid for by the producers of the film.  How does an all expense paid trip with some schmoozing affect a reporter’s attitude?  Let’s look at what Alex Billington of FirstShowing.net said before visiting the set:  “Michael Bay really loves his classic horror movies. He also loves butchering them into piles of Hollywood crap by remaking them via his company Platinum Dunes. So far they’ve massacred The Texas Chainsaw Massacre, The Amityville Horror, and The Hitcher, and already confirmed on their slate next is Friday the 13th, The Birds, and A Nightmare on Elm Street….I’ve got to ask - does anyone enjoy what Platinum Dunes is doing?”.  After his set visit, Mr. Billington writes:  “Due to requirements set forth by Warner Brothers, I’ll save the real meat of my set visit for a future date. But let me tell you, this isn’t a horror reboot to simply forget about….this Friday the 13th is going to be one of the most entertaining and horrific experiences you’ll see next year.”.  Quite a turnaround based on an evening of watching some filming from afar.

Brad Miska, of Bloody-Disgusting confirmed rules were given to those reporters granted set access on what they could and could not write about (interview on HorrorMovieFans.com Radio).  If a reporter adhered to the rules, they would stay in the good graces of the producers and get more goodies in the future.  If they didn’t, the goodies would be cut off.  Thus far, each and every one of these sites has obeyed their master, and pushed the projects to their readers.  It makes one wonder, are there unwritten or “understood” rules in this agreement?  For instance, it is understood that you will not be negative?

Do these tactics work?  Well, it did with the Friday the 13th remake released  a few weeks ago.  The film broke records with its enormous opening weekend as eager fans rushed out to see the heavily promoted film.  As the dust settle and the tidal wave of hype subsided, fans from that opening weekend were underwhelmed, and generally gave the film average reviews.  As fast as it stormed into the theaters, it was already on its way back out.