Mark Lawson on Reviewer-Proofing; Bloggers unblocked and the Masses as Asses

Mark Lawson makes these remarks about book publicists in his revealing Guardian piece on big entertainment’s new reviewer-proofing habit:
"The centenary James Bond novel Devil May Care – credited to "Sebastian Faulks writing as Ian Fleming" – was so aggressively protected until the day it went on sale that even journalists conducting pre-publication interviews with Faulks were refused sight of the book, and several newspaper journalists were forced to read the story and file their reviews within hours of the limits being lifted…
The advance secrecy surrounding Faulks’s Bond continuation is different. The novel was not predicted to be either risible or controversial, but was backed by a massive marketing campaign, involving the Royal Navy speeding locked-up copies up the Thames. In this instance, the publishers, Penguin, chose not to risk their expensive advertising being undermined by pre-publication snootiness from a literary editor…
Such ambushes have become more likely because of the internet. In fact, online comment is responsible in two different ways for the new resistance to professional critics. The first is that the spread of the web means that a cruel early review can have national or even global impact far beyond the range of the site on which it appears. Secondly, publicists now gamble that blogging and fan site comment may create a kinder environment for new releases than members of the Critics’ Circle."
That fan sites will fawn over any and everything related to their fantasies is perhaps a good bet, but to assume that ‘bloggers’ en masse are somehow less critical, less savvy, less discerning than professional critics is, I believe, from experience reading my favoured literary blogs, dead wrong. To reiterate the point once again: bloggers are not a monolithic block of like-minded drones. They, much better than a cadre of ‘recognized’ critics, represent the full spectrum of possible response. Bloggers with clout amongst the more literate in our universe in fact deliver opinion with more depth, more accuracy, more discernment than do many of those pittance paid pundits who provide theirs in the media.
The sad reality is, however, that despite Lawson’s legitimate concerns, crap seems to sell regardless of critical response. The more marketing money that is thrown at these stinkers, the more people seem to want to attend them. I think immediately of Mike Myers and Austen Powers. Staggering impact when you consider how often each of us has said "Yea Baby" during the past however many years it’s been since the movie first came out. I suspect however that Myers is capable of much more, and yet, pandering to the thickest age cohort, he keeps it dumb, and wins at the till. Wouldn’t it be great if he made something truly funny…(though I grant that the post freeze pissing sequence in Austen Powers 1 was comic relief of a high order… it was one of only two or three really good gags in the entire movie).
That Faulks’s Bond stinks, at least according to the stench-attuned critics I’ve read, means nothing. Bond is Bond. The masses are asses.
Many attend movies not because they’re any good, but because if they don’t they won’t have anything cool to contribute at the water cooler. They won’t be in the know, part of the in-crowd, where the wool is.








