The
concept of a “film” at its surface may or may not mean all that much to an
average viewer. For some it can just be a mindless form of entertainment for
two hours, but there are people who view it with some level of respect and can
even go as far as to treat it as an art form. This is what separates the word
“movie” and “film”. There is a fundamental difference in movies which attempt
to provide enjoyment and relaxation, and films which attempt to convey enlightenment
through challenge and involvement (Jowett, Linton, 1989) with the former
approach having a much more prominent presence especially in today’s Hollywood
cinema business.
With the blockbuster film genre taking
up its throne in the filmmaking industry with constant reboots and sequels and
the rise of interconnected cinematic universes taking up the bulk of the revenue
from audiences, there is a longing for something different and fresh yet feels
familiar and what better place to look for than the works of Michael Bay. In an interview with CNET for the promotion
of Transformers: The Last Knight, he mentions how he is a strong believer of
protecting the cinema experience right before showcasing his unorthodox manner
of shooting the movie. Despite Michael Bay’s projects garnering countless
criticisms and audience backlash for their immature and childish nature, his
movies are still consistently at the top of box office numbers because of his
uncommon practices that catches the appeal of moviegoers.
Michael Benjamin Bay is a graduate
of Film studies at Wesleyan University and spent his early career working on
music videos and TV advertisements until he earned enough recognition for a
number of MTV award nominations and other titles. This is until he was able to
direct his first ever feature film “Bad Boys” back in 1995 which grossed more
than 160 million dollars worldwide cementing his career in the Hollywood
business earlier than most directors would be lucky enough to have had.
With all that said, it’s not a
secret that Bay has a certain eye for catching spectacle and frantic energy
into his shots and this is what mostly attracts most of the viewers of his
movies. To understand why his critical success is not the same with his
commercial and financial achievements, we’ll be looking into three major aspects
of what goes on into making a movie and what it really means. This will include
the business part involving marketing and budgeting, what a director actually stands
and does for the movie, and recognizable trademarks a filmmaker has in his/her
projects that keep reeling in fans to come back for more.
Before a movie is greenlit to start
filming, something has to be done for the production companies to be able to
gauge whether or not the project is feasible at a given budget and if it will
be something an audience would want to see. This is a process called “market
research”. Although it can be traced back up until 1915, it didn’t really become
such an integral part of the Hollywood industry until the early 1980s. Basically
what this process does is to determine whether or not a certain film/movie is
going to be profitable through audiences and to what extent they will market
the said project. Will they be targeting a certain age demographic? Will
merchandise be a big part of the financial support? How far can we get sponsors
to showcase our product?
For this approach, I’ll be looking
into arguably Michael Bay’s most famous franchise, the Transformers series. If
you were to tell someone before 2007 that Paramount studios would be making a
live action movie based on an obscure eighties animated children’s television
show based on Hasbro’s Transformers toy line, they would laugh directly at your
face but fast forward to 2018 with five titles to its name, it has now become a
billion dollar franchise and the architect of this success is no other than
Michael Bay himself having directed all five movies. Going back to the first
entry in the franchise back in 2007, Paramount pictures knew they had a hit in
their hands before the project even begun production. It was given a 150
million dollar budget and with critically acclaimed director Steven Spielberg
to step in as an executive producer having handpicked Michael Bay himself to
direct the movie, all odds seem to be in their favor. When the studio dropped
the first ever trailer, the hype surrounding the movie was at an all time high
as audiences were treated with a visual feast that was never before seen in
film at that scope. The trailer showcased a gritty action movie with a few
comedic moments and at its center was a teenager boy becoming an unconventional
hero for the story. Finally, an action movie that wasn’t rated R that looked
amazingly entertaining to begin with. Teens and adults alike flocked to the
theaters and it showed in the box office with the movie earning somewhere near
700 million dollars with the audience praising the movie for its visual effects
and non-stop action but on the other side of the spectrum, critics bashed the
movie only garnering 61 points in metacritic. It was criticized for having
immature and downright offensive humor, over glorification of the US military,
annoying cast of characters and lacking focus on the actual transformers
themselves but more on the human part of the story. We will soon find out that
a handful of these complaints are not exclusive to just this one movie of
Michael Bay.
But what really made the people go
to the theater to watch the movie despite having early reviews informing them
of its shortcomings? Audiences who first saw the movie came out with an
experience that stuck to their heads and word of mouth enabled the others to be
attracted to what they had to say and what the movie had to show. They were
treated with a movie that had class A visual effects for the transformers
themselves that to this day, many people in the industry still refer to as a
cinematic technical marvel for CGI. The criticisms about the offensive humor
may have been voiced out angrily, but somehow people enjoyed the cast of
characters with loud mouths and half functioning brains as they translated to
slapstick entertainment reminiscent of old school cartoon and tv sitcoms. The
movie was your average, run-of-the-mill, save the world from the bad guys
cliché but Michael Bay along with his frantic directing style made it work. It
also helps that Paramount’s partnership with Hasbro enabled them to sell out
millions of toys for kids and collectors alike. It wouldn’t be a legitimate toy
store unless you can see it selling some sort of transformers product. People
were entangled into this universe Michael Bay created through his camera
lenses. They found escapism through Hollywood cinema. “The moment I took my
seat it was a different world, plush and exciting, the world outside was
forgotten. I felt grown up and sophisticated” (Betty Cruse).
The movie was truly a blockbuster
superstar. A blockbuster is defined by 2 characteristics. First would be its
size and scope, speed and sound of the film while the second leans moreover to
the empirical side of measurement which is the cash spent on production and
advertising and how much it has made at the box office. As the transformers
movies increased and evolved through time, its size and scope demands for it to
be experienced in the theater. Technological advancements allowed Michael Bay
to back up every tool and technique he had on his sleeve and crank them up to
10 with his later movies being in close partnership with IMAX to provide a
sublime 3D experience. This is the type of spectacle the audience is looking
for. Despite criticisms increasing with every new entry in the series and the
score of each subsequent movie declining, people still come out and see them in
theaters because of the experience Michael Bay crafts with the top of the line
special effects and sound mixing. Never mind amazing cinematography and pacing
of a story, as long as there’s visual candy for the eyes to feast on and well
filmed action that keeps the heart beating, people will dish out their wallets.
The franchise grew a name for itself and a reputation that is both positive and
negative. People keep hearing about this movie franchise that is just downright
terrible? But they look at the trailers and see giant robots at war that look
realistic? Well of course they’re still going to see it. This is a common trend
in the Hollywood blockbuster culture. We can see this type of fame similar to a
franchise that is well-known to many, Star Wars. Instead of the original trilogy
which is mostly universally loved and respected, we turn to the prequel trilogy
which was and still is universally despised in the film industry. By the time
the third movie in the series finished its global run, the prequels alone had a
combined worldwide theatrical gross of 2.5 billion dollars not counting the
merchandise sold along with the movies. Both of these said franchises were
technical marvels at the time of their release but were flops in terms of
telling a story people loved. It only goes to show that in blockbusters, plot
merely provides a framework, an excuse for a special effects and spectacle.
To
demystify the role of a director when it comes to filmmaking, their job is to
tell a story plain and simple. But how they choose to go about it needs to have
a proper vision and passion as with any work we do if we are to expect a proper
output. A director without a love for his/her craft will just result in a
problematic production all in all. They’re basically an editor-in-chief of
everything there is that goes into making a movie such as production design,
script tuning, logistics, etc. Award-winning Director and Cinematographer Dan
Villegas, who directed critically acclaimed movies such as English Only,
Please, once stated that you have to fall in love with the story for you to be
able to tell it properly. A director is basically the architect of the whole
project. Films communicate primarily through moving images and it is the
director’s job to determine the choice of shots, angles, lighting effects,
filters, optical effects, framing, composition, camera movements, and editing
to name a few visual elements. Michael Bay as a director is passionate not for
the story, but what revolves around it. His film clichés include over
glorification of the US military with the 2001 movie Pearl Harbor being the
worst offender of this but somehow he manages to cram in a military subplot
into almost all of his films with just a few rare exceptions such as 2013’s
Pain & Gain. With regard to his camera work, he rarely ever uses a static
shot with his camera always moving most of his scenes even in just normal
conversation moments. He loves to use tight, emphatic close ups, camera spins, framed
under the hairline and above the chin of his actors. His countless obsession
with the slow-motion shots of an object crashing towards the camera. And of
course, explosions. Lots and lots of explosions. These are just a few of the
many quirks Bay has towards his filmmaking techniques and as much as he has
become a living meme in the industry, his style is different and ‘weird’ enough
to be profitable and in demand.
At this point it’s very apparent
that Michael Bay is not your typical director and he himself is proud of that.
“I make movies for teenage boys, oh dear what a crime.” And with this statement
from him alone we understand why he does what he does. his camera work,
backgrounds, and saturation of colors all have exaggerated elements within them
to create maximum visual impact. Rarely will you get to see a flat image in his
movies. Even a simple scenario of 2 people talking will be too mundane for Bay
and he will cram as much detail within the shot to provide a sense of scale and
movement such as a moving boat across the frame in the scenery as an example
from the movie Pain & Gain. Michael Bay also opts to skip out entirely the
use of storyboards to plan out his shots. Most of what we see in the actual
movies are done on the fly and in the spur of the moment. This is both a
blessing and a curse as it does allow him and the production team to save a lot
of time and money, but it also open a possibility to more mistakes as
improvisation usually does with anything. This would also prove to be difficult
in the post-production process of his movies given that the countless CGI
elements in his projects would have to be incorporated within the shots and at
the same time have ti be compatible with to his credit as well, the numerous
practical effects and of course, the performance of the actors. His unique eye
for angles and shots filming action set pieces in ways not usually seen in any
action movie provides an adrenaline rush through the movie images at display.
Pair this with his frantic editing creates an epic scale showcasing a lot of
details and elements for a split moment and cuts back to another to convey
layers of pure mayhem on screen. The world in his movies feel huge through the
characters and environments and multiple scenes all cut together to provide one
massive sweep of adrenaline that demands the audience to pay attention thus
creating a visually captivating experience.
Another thing about Michael Bay is that
he may not have an eye for “talent” as evidence to mostly casting wooden actors
in his leading roles save for a few exceptions, he does know how to capitalize
on their popularity and as well as the locations he chooses to film in. A
perfect example of this would be the 4th entry into the transformers
movie franchise, Transformers Age of Extinction. The entire 3rd act
of the movie was shot in China complimented with the casting of a prominent
actor from the country. All this came back to the production company in the
form of an 858 million dollar earning from foreign ticket sales alone. A
similar trend can be seen with the recent live action movie adaptation of the
Warcraft video game franchise who got the bulk of its revenue through China
ticket sales.
Some might say Michael Bay as a
director is an acquired taste and given the context of his unorthodox style of
filmmaking, it’s a completely valid form of criticism. But there’s no denying
that he is one of Hollywood’s most profitable assets to this day thus, he keeps
getting hired for more projects to work on with the sole hook that there is
almost a certainty that the money spent on production will be earned back and
so much more. Bay is amazing at constructing technically impressive sequences
that invoke a sense of wonder and scale but is ultimately bogged down by
horrible writing, countless amounts of unnecessary subplots and plot holes,
offensive humor, blatant product placement, obsession to the American flag,
etc. The countless bad word of mouth regarding his movies simply serve as free
publicity and will lead the audience to go to the theaters out of curiosity as
to how bad Michael Bay has done it again. His works are dumb popcorn action
flicks that anyone can shut their brain off and enjoy. “it’s so bad it’s good”
is the saying that comes to mind when thinking of his movies. In this world of
remakes, artsy films and cinematic universes, an out of the ordinary Hollywood
blockbuster director is what people will gravitate towards to.