[img:$uid]http://i49.tinypic.com/23thvrp.jpg[/img:$uid]

[img:$uid]http://i49.tinypic.com/260s8qb.jpg[/img:$uid]

Director M. Night Shyamalan, left, discusses a scene with actor Noah Ringer. “I’ve always had my eye on doing a franchise,” Shyamalan said. “The Last Airbender” has a blockbuster-size $130-million marketing budget. (Zade Rosenthal, Paramount Pictures / May 5, 2009)

June 25, 2010

The ultimate auteur is going for the Happy Meal.

M. Night Shyamalan, the director who became a prodigal Hollywood success with his haunting stories of the supernatural before stumbling badly with his last two pictures, hopes to stage a comeback with a movie involving two giants of the consumer experience: Nickelodeon and McDonald's.

Shyamalan's latest film, "The Last Airbender," which opens July 1, marks a sharp departure for the filmmaker, whose 1999 blockbuster "The Sixth Sense" shot the 29-year-old director to fame and fortune. The fantasy adventure story based on a Nickelodeon animated TV series is aimed squarely at kids and families, a genre and audience that the filmmaker has largely eschewed.

Now, to get back on track after the huge commercial and critical disappointments of "The Happening" and "Lady in the Water," Shyamalan is seeking the only redemption that Hollywood recognizes — a movie with franchise potential and plenty of brand name recognition. He even met with the movie's promotional partner, McDonald's, which is serving up "Last Airbender" Happy Meals, and shot and appears in TV spots selling "Last Airbender" Flip video cameras.

"For the last 10 years, I've been working in a cottage industry of the supernatural," said Shyamalan. "And I've always had my eye on doing a franchise."

The filmmaker, who envisions "Last Airbender" as a trilogy, said the Nickelodeon series interested him because it lent itself to "long-form storytelling" and encompassed areas of personal interest: martial arts, mysticism and spirituality.

Nickelodeon's "Avatar: The Last Airbender" aired from 2005 to 2008, and centers upon Aang, a young avatar who controls the elements of water, fire, air and earth and holds the power to restore peace to a war-torn world.

"The Last Airbender" also represents a big gamble for Paramount Pictures. The Viacom Inc.-owned studio and sister company of Nickelodeon fully financed the movie, increasing the risk should it perform below expectations. With a production cost of $150 million and a blockbuster-size $130-million marketing budget, "The Last Airbender" is more than twice as expensive as any of Shyamalan's previous eight films.

And given Shyamalan's recent misses, some have questioned Paramount's wisdom in handing him such a large-scale project, especially one designed to carry the studio at the height of the popcorn movie season. But Paramount Chief Executive Brad Grey said he's not worried.

"Like every filmmaker, Night has had his hits and misses, but I believed in his vision and that he could execute it," Grey said, adding "It's a bold step because he had to create a potential new family franchise."

"The Last Airbender" signals Paramount's latest push to use Viacom's TV series from Nickelodeon as a seedbed for movies, as it has with "Rugrats" and "SpongeBob SquarePants," in a bid to grab more of the family entertainment market dominated by Disney.

It also comes at a time when nearly all the studios are stepping up efforts to target the family market, as G- and PG-rated movies account for the most reliable segment of the box office. Hollywood is preoccupied with owning recognizable brands and franchises that can generate hundreds of millions of dollars in ticket, DVD and licensing and merchandising sales.

Shyamalan said he made the lead character, Aang, older in hopes of broadening the appeal beyond the TV series' younger viewership. "The movie is less slapsticky and more epic and darker," he said, than what viewers are accustomed to watching on Nickelodeon.

After several years of toying with the idea of making a larger-scale movie, Shyamalan said he finally settled on "Last Airbender" after watching the Nickelodeon series on DVD with his then-7-year-old daughter, who was taken with the "empowered" female character, Katara.

He called Grey to pitch him the idea of adapting the show into a movie.

"That began a long odyssey and dance to get the movie of this scale approved," recalled Shyamalan. "It's humbling to think of the amount of trust they had in what I was saying. This isn't a small movie."

There were other departures for the director from his past practice.

"Last Airbender" is the first film Shyamalan has made that wasn't based on his own idea.

The movie's extensive visual effects and 3-D shots made it the most technically complicated production he has overseen. And the shooting location in inhospitable Greenland was only the second time Shyamalan had shot a movie outside his longtime home near Philadelphia.

Those challenges led Shyamalan to team with husband and wife producers Frank Marshall and Kathleen Kennedy, with whom he had worked on "The Sixth Sense" and "Signs" and who have extensive experience with supersize productions that included the "Bourne" and "Indiana Jones" movies.

"Night came to us mainly because he was stepping out of his comfort zone and this was a much bigger movie than he had ever attempted," said Marshall. "His movies are very contained and usually set in one location. This was a much bigger challenge having to create this fantastical world with four nations."

Then there was the harsh reality of the hard sell.

"This is the first time that MTV Networks and Paramount have made a movie a complete priority across the entire Viacom organization's platforms," said Pam Kaufman, Nickelodeon's chief marketing officer, who coordinated a cross-promotional campaign with sister channels MTV, Comedy Central, Spike TV and country-themed CMT.

The filmmaker was enlisted by Paramount and Nickelodeon to actively participate in what it bills as the cable channel's largest movie promotion, meeting not only with McDonald's but master toy licensee Spin Master Ltd. and video game licensee THQ Inc.

"I love the sell," said Shyamalan, who said he enjoyed the commercials he made for American Express a few years ago when the financial company featured well-known artists to promote its charge cards.

Paramount's Grey said he was optimistic about the movie's commercial prospects based on audience reaction in test screenings and strong prerelease "tracking," particularly among males.

"Airbender," however, will face tough competition for female viewers since they will be flocking to "The Twilight Saga: Eclipse," which opens a day earlier.

"I'm hoping after they see 'Eclipse,' they'll come see our movie," Shyamalan said.

http://www.latimes.com/bu...2454.story

[Edited 6/25/10 23:02pm]

Identity said:

The ultimate auteur

lost me right there.

i liked wide awake, loved sixth sense, sort of liked unbreakable, hated everything after that.

i wouldnt call him an auteur, let alone the ultimate. just my opinion though

[Edited 6/26/10 0:41am]

I really like some of his movies.

Although most people did not like Signs or the Village, these were some of my favorites.

These work as pieces of literature rather than straight out good movie entertainment, and that's why I liked them.

With signs, you get a redemption story, and the protagonist realizes you can see every action that happens in your life as meaningless events that prove the pointlessness of life, or you can see each event as a lesson---I loved that theme and the way it was carried out.

In the Village, I loved the sense of irony behind the entire film. Although not as clever as the "to Misery" scene between James Cahn and Cathy Baits in Stephen King's "Misery", The Village comes close. I mean, it was ironic that the movie's most innocent character (Adrian Brody) is the one that stabs Lucious. And that the created Myth as a way to protect the village from the evil of the outside world--but that these acts of evil still seeped their way into the village regardless. In the end, you're left to wonder if Myth building does more harm or good for a population, and who or what you're actually trying to protect? I thought it was brilliant.

This new movie though loos like a "Must miss"

TheVoid said:

I really like some of his movies.

Although most people did not like Signs or the Village, these were some of my favorites.

These work as pieces of literature rather than straight out good movie entertainment, and that's why I liked them.

With signs, you get a redemption story, and the protagonist realizes you can see every action that happens in your life as meaningless events that prove the pointlessness of life, or you can see each event as a lesson---I loved that theme and the way it was carried out.

In the Village, I loved the sense of irony behind the entire film. Although not as clever as the "to Misery" scene between James Cahn and Cathy Baits in Stephen King's "Misery", The Village comes close. I mean, it was ironic that the movie's most innocent character (Adrian Brody) is the one that stabs Lucious. And that the created Myth as a way to protect the village from the evil of the outside world--but that these acts of evil still seeped their way into the village regardless. In the end, you're left to wonder if Myth building does more harm or good for a population, and who or what you're actually trying to protect? I thought it was brilliant.

This new movie though loos like a "Must miss"

I agree. I liked "The Village".

I didn't like "Unbreakable" and was like after "The Lady in the Water".

I don't know if I'll watch this one, even on cable.

I'm so stoked about this film that I intend to catch it on opening day. I'm even willing to forgive him for "The Happening" and (gulp) "The Lady in The Water".

Identity said:

I'm so stoked about this film that I intend to catch it on opening day. I'm even willing to forgive him for "The Happening" and (gulp) "The Lady in The Water".

It's gonna take a lot to forgive those two but since I love his other flicks I'm gonna give him a chance on the new one.

TheVoid said:

I really like some of his movies.

Although most people did not like Signs or the Village, these were some of my favorites.

These work as pieces of literature rather than straight out good movie entertainment, and that's why I liked them.

With signs, you get a redemption story, and the protagonist realizes you can see every action that happens in your life as meaningless events that prove the pointlessness of life, or you can see each event as a lesson---I loved that theme and the way it was carried out.

In the Village, I loved the sense of irony behind the entire film. Although not as clever as the "to Misery" scene between James Cahn and Cathy Baits in Stephen King's "Misery", The Village comes close. I mean, it was ironic that the movie's most innocent character (Adrian Brody) is the one that stabs Lucious. And that the created Myth as a way to protect the village from the evil of the outside world--but that these acts of evil still seeped their way into the village regardless. In the end, you're left to wonder if Myth building does more harm or good for a population, and who or what you're actually trying to protect? I thought it was brilliant.

This new movie though loos like a "Must miss"

I'm with you on The Village. I thought it was really, really underrated. But Signs was wack.

Gonna go see this. My daughter is really looking forward to it.

Lammastide said:

TheVoid said:

I really like some of his movies.

Although most people did not like Signs or the Village, these were some of my favorites.

These work as pieces of literature rather than straight out good movie entertainment, and that's why I liked them.

With signs, you get a redemption story, and the protagonist realizes you can see every action that happens in your life as meaningless events that prove the pointlessness of life, or you can see each event as a lesson---I loved that theme and the way it was carried out.

In the Village, I loved the sense of irony behind the entire film. Although not as clever as the "to Misery" scene between James Cahn and Cathy Baits in Stephen King's "Misery", The Village comes close. I mean, it was ironic that the movie's most innocent character (Adrian Brody) is the one that stabs Lucious. And that the created Myth as a way to protect the village from the evil of the outside world--but that these acts of evil still seeped their way into the village regardless. In the end, you're left to wonder if Myth building does more harm or good for a population, and who or what you're actually trying to protect? I thought it was brilliant.

This new movie though loos like a "Must miss"

I'm with you on The Village. I thought it was really, really underrated. But Signs was wack.

I liked it in the movies, but when I watched it on cable, I couldn't figure out what I originally liked.

Liked The Sixth Sense, Unbreakable, The Village, and Signs. I didn't mind The Happening except the reason why everything was happening. Haven't seen The Lady in the Water. However, probably wont see Last Airbender until it hits DVD.

This seems like it would be good, but some folks are really pissed off about the movie. This is based off of a cartoon that is rooted in Asian and Inuit culture. Folks feel as if it's been whitewashed.

Layzie said:

This seems like it would be good, but some folks are really pissed off about the movie. This is based off of a cartoon that is rooted in Asian and Inuit culture. Folks feel as if it's been whitewashed.

Really? I can't imagine Night doing something like that. It would be a shame if it got watered down.

babynoz said:

Layzie said:

This seems like it would be good, but some folks are really pissed off about the movie. This is based off of a cartoon that is rooted in Asian and Inuit culture. Folks feel as if it's been whitewashed.

Really? I can't imagine Night doing something like that. It would be a shame if it got watered down.

That's another reason why people are upset. Being Indian, he shocked a lot of people when he was asked about the characters being played by white actors. He pretty much said that it wasn't a big deal.

Layzie said:

babynoz said:

Really? I can't imagine Night doing something like that. It would be a shame if it got watered down.

That's another reason why people are upset. Being Indian, he shocked a lot of people when he was asked about the characters being played by white actors. He pretty much said that it wasn't a big deal.

Maybe Night has gone "hollywood".

I was reading up on the controversy just now...they are planning a boycott.

If McDonalds are involved in anyway, I'm avoiding it like the plague - his past 2 movies sucked major ass, so that's not helping his cause right now either.

___________________________

Director M. Night Shyamalan's upcoming movie, The Last Airbender (based on the animated TV series Avatar: The Last Airbender), has been a focus of controversy ever since its cast was announced, with Shyamalan being accused of racism in some quarters for casting Caucasian actors as the heroes in what were originally Asian roles while leaving the story's villains as Asians.

Shyamalan addresses that question in an interview posted at Indie Movies Online with a lengthy answer that starts out in very strange fashion:

"Well, you caught me. I'm the face of racism. I'm always surprised at the level of misunderstanding, the sensitivities that exist. As an Asian-American, it bothers me when people take all of their passion and rightful indignation about the subject and then misplace it. Here's the reality: first of all, the Uncle Iroh character is the Yoda character in the movie, and it would be like saying that Yoda was a villain. So he's Persian."

Shyamalan then adds:

"And Dev Patel (Slumdog Millionaire) is the actual hero of the series, and he's Indian, OK? The whole point of the movie is that there isn't any bad or good. The irony is that I'm playing on the exact prejudices that the people who are claiming I'm racist are doing. They immediately assume that everyone with dark skin is a villain. That was an incredibly racist assumption which as it turns out is completely incorrect."

The director then gives a detailed breakdown of how he determined the ethnicity of each of the story's Four Nations, giving the Air nomads a mixed background, making the Fire Nation darker, defining the Earth kingdom as being primarily East Asian and having the Water tribe end up European/Caucasian.

Calling Airbender the "most culturally diverse movie series of all time," Shyamalan later sounds an angrier tone as he says:

"You're coming at me, the one Asian filmmaker who has the right to cast anybody I want, and I'm casting this entire movie in this color blind way where everyone is represented. I even had one section of the Earth kingdom as African American, which obviously isn't in the show, but I wanted to represent them, too!"

Shyamalan goes on quite a bit more, claiming he fought for the correct pronunciation of names in the movie and saying that the original anime artwork itself is racially ambiguous, among other things. What seems clear that he's either tired of talking about this or all the talk itself has made him particularly sensitive to these allegations.

The Last Airbender is a huge risk for the filmmaker. He's coming off two box-office flops (Lady in the Water and The Happening) and has gotten Paramount to cough up a huge amount of money—$280 million in production and marketing costs, according to the Los Angeles Times—for a big-screen, 3-D adaptation of an animated series for children. We're sure that the last thing he wants to hear right now is accusations of racism.

_______________________________________

The 3 things you're allowed to know about Shyamalan's next movie

The Last Airbender won't open until July 1, but M. Night Shyamalan isn't waiting around to see how it does at the box office before lining up his next project. According to Heat Vision, Shyamalan is already shopping around his newest script, and as usual for the secretive director ... we can't tell you much. But we can tell you something.

As of today, here are the only three things you're allowed to know:

1. He's got major stars interested in the project.

We have no idea what the film will be about, whether it will be an original story or another adaptation, but whatever he's got planned, it must be good, because Bruce Willis, (Yawn) Bradley Cooper and Gwyneth Paltrow are all loosely attached to star.

2. Only the top dogs got a look at the script.

Not just anyone got to give it a read. Only top studio executives were given a chance to take part in the mysterious Shyamalan process.

3. Shyamalan trusts no one.

One of Shyamalan's assistants was required to be present while the script was read. And after the execs were done? The assistant took the script away from them and left.

FauxReal said:

Gonna go see this. My daughter is really looking forward to it.

My son is excited too. In fact when Avatar came out he was convinced it was this show...he was so confused!

I loved The Sixth Sense and though Signs was okay, but his last few movies sucked. But I'm curious to see how he does with a family/popcorn type of film.

BTW, I think a lot of people disliked Signs because they missed the point of the movie. While it was nominally about people fighting an evil extra-terrestrial alien invasion, the whole movie was an allegory about the loss and faith and redemption in finding it again. Which was why we saw so many flashbacks with Mel Gibson's character and his dying wife, and even one scene where he goes into town and is tempted by a young hottie.

JustErin said:

It was very disappointing.

I felt like I was watching a high school play at times...pretty painful. With such a fantastic concept for a story, this movie falls waaaaaaaaaaaaay short.

JustErin said:

It was very disappointing.

I felt like I was watching a high school play at times...pretty painful. With such a fantastic concept for a story, this movie falls waaaaaaaaaaaaay short.

I enjoyed it as an entertaining summer blockbuster...lots of bang.

My 2 daughters, who watched the Nickelodeon cartoon from beginning to end gave it MEGA thumbs down.

And it does fall way short.

It could've and should've been much better. I thought the lead roles were probably the worst-acted. The villains all did a decent job, the uncle being the best of the bunch. I didn't hate it, but I was far from impressed. I can see someone unfamiliar with the series thinking it just flat out sucked and I wouldn't argue with them.

Some guy on twitter described it as "a delicious cake covered with crappy gravy"

I think I'll just wait and redbox it.

that would be me. lol. i went to see it with a bunch of die hard avatar fans and they were just like, the show is nothing like this. even having never seen the show myself i just knew that the movie wasn't living up to it. the best thing mr shymalan did with this film was a) give us some great sets/ cinematography and b) make me want to actually watch the show, which i am in the process of doing now

FauxReal said:

It could've and should've been much better. I thought the lead roles were probably the worst-acted. The villains all did a decent job, the uncle being the best of the bunch. I didn't hate it, but I was far from impressed. I can see someone unfamiliar with the series thinking it just flat out sucked and I wouldn't argue with them.

"The Sixth Sense" is fantastic, but I haven't liked anything else by him.