|
Fan
reaction to the first Hammer production proper since the House of Mystery and
Suspense series in 1983 has been mixed to say the least. Hammer's Beyond
the Rave took the bold step of a free release, distributed in four minute
episodes, twice a week, through popular social networking website Myspace. With
a score by DJ Pete Tong, the blending of vampires with the English rave scene
has given it a contemporary appearance in stark contrast to the period gothics
the company earned its reputation with in the 1950s.
Some have
suggested that the focus of the rave scene is somewhat anachronistic, and is
akin to the "groovy" rock band Stoneground in Dracula AD 1972.
Unofficialhammerfilms.com has tried to remain open-minded about the rave focus,
but it appears that the rave movement is still very active in England where the
film was produced. Feedback on the myspace pages devoted to the film (www.myspace.com/beyondtherave)
have been overwhelmingly positive, with the assumed target audience of 16-24
year olds have engaged with the interactive elements of the project and enjoyed
the serial.
Myspace
members have been able to expand their viewing experience with supplemental
videos, fictional profiles for the characters from the film and even interactive
gaming options.
Whilst this
is a news section, it also seems the most appropriate place to provide some
feedback and consideration on the project. Regardless of how one feels about the
actual storyline, the move was a brave one, and with the millions of members on
myspace, and the heavy promotion across myspace during the webcast the Hammer
brand has been able to reach out to a vibrant fresh audience, which are the
audience of tomorrow.
Beyond
the Rave was made with a budget of £400,000 which is far below that of the
average low-budget British feature. With the project being offered online for
free (in both standard and high-definition format) potential returns must come
through advertising and the eventual dvd release. As an exercise in brand
awareness the project seems expensive but with available finance of some £50
million this is a fairly low-risk investment. With the next production seemingly
set to be a feature for theatrical release, and believed to be in
pre-production, the whole exercise has served its purpose to create awareness
and act as the first step in the return to full-time production.
The
anticipated dvd of Beyond the Rave has been pushed back from the original
June 16th release date. Online retailers are still taking orders, but our
sources suggest the dvd will not be available until the autumn now. Distributor
Fox Home Entertainment do not have the title listed on their website at present.
In the
meantime the entire 20-episode serial is available to watch online or download
and view at
www.myspacetv.com/beyondtherave for a limited time. We understand that the
serial will be taken offline before the end of July, presumably to provide a
window before the dvd release. A soundtrack album is also rumoured for future
release.
Pre-order Beyond the
Rave dvd
here |
-