Most people don’t focus or even think about the weekend films until a few days before. That would explain the not-great tracking numbers for Hot Tub Time Machine in today’s report (3.15). The trailers have been online for sometime, but MGM/UA doesn’t seem to be spending much on LA billboard advertising. Maybe it’s a “viral campaign.” Jett says that all of his Syracuse pallies are down for it, but the tracking…I don’t know. Opinions on how big?
An over-the-top ludicrous tone, but ludicrous in “quotes” — winkingly so, intelligently so. Four guys together having an outrageous and disorienting adventure in which they’re behind the eight ball for most of the duration. That’s where the Hangover analogy comes from. That’s what Jett was saying, in any case.