February 15, 2019

Oscar Nominee J.C. Chandor Returns with Trailer for 'Triple Frontier'

Who directed this film again?

Old friendships die hard in the new trailer for director J.C. Chandor (Margin Call, All is Lost)'s Triple Frontier, a nervewracking drama starring Ben Affleck and Oscar Isaac. The plot is intriguing, featuring a scenario in which five military buddies reunite for a job that requires less their services than their trained skills, and the tone (of the trailer, at the very least) appears both action-packed and as a representation of a more than competent thriller. 

What's interesting to note here is that Chandor's name is nowhere to be found throughout the trailer. The film is labeled "A Netflix Film," a title card usually reserved for a film's director at the helm. But no, Chandor is instead credited via "From the director of A Most Violent Year,"  along with a producer on the film who also goes unnamed; he's simply "From a producer of Wonder Woman and The Dark Knight trilogy."

Can a production/distribution company be an auteur (asked the other day of the lucrative Blumhouse)? Is Netflix an auteur? Is it a brand? Has it found a way to brand itself as an astute auteur?

Labeling the movie as "A Netflix Film" immediately promises one thing to audiences of the trailer: you will be able to stream this movie however you see fit and, if you're already a Netflix subscriber, there's no additional fee to do so. The trailer is as much about the film as it is about the viewer's available access to it. Is that more important than the names of the people (you know, the human beings) who actually made it? The jury is still out.

Triple Frontier opens in select theaters March 6th before being available to stream via Netflix on March 13th, 2019.

Will you be watching Triple Frontier on Netflix? Let us know in the comments below.      

Your Comment

2 Comments

uh... The credits are on a title card at the end, guy.

February 15, 2019 at 3:35PM

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Bob Byars
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First, yes, I'll be watching the film on Netflix. It's interesting that it has a short theatrical run before release on streaming. Not sure why but curious to see the result.

Secondly, this is a bit of a non-story to me (at least in the way it's written). There are plenty of trailers out there where the director isn't a big focus. That's primarily because trailers are advertisements. They are promoting what's marketable. JC Chandor may be recognizable to those of us in the business but to the average joe, he's mostly unheard of. We all love "A Most Violent Year," and that movie title is probably easier to recognize than Chandor's name, (same goes for "Wonder Woman") but don't forget that film was a bit of a sleeper, too. It had a $20 million budget and only made $188K opening weekend (and only grossed a total of $5.7 million in the US).

So, yeah, if I was Netflix I wouldn't be pushing the director's name, either. Don't get me wrong. He's good. But he doesn't have a lot of name recognition yet. Certainly no where near the same name recognition of any of the actors in the film. But they still gave him his due credit and put his name in the title card at the end so, you know, it's fine.

And as far as them promoting their own branding here, I'm ok with it. They gotta make money, too. Don't forget Netflix just raised their prices by $2 and they still need new subscribers. So pushing their branding here isn't so much about getting current subscribers to watch (though that is probably a secondary goal). They want to attract new users to their platform as well.

So, all that to say, I think it's just the marketing department doing their job.

February 17, 2019 at 1:38PM, Edited February 17, 1:38PM

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