1. It's about a singular voice
Readers connect with comic books through original stories by writers and artists: For Green Lantern, it could be stories from the 1970s, by Denny O'Neil and Neal Adams or, more recently, by Geoff Johns. These people offer a vision and direction. The same rule applies to movies. When you watch Christopher Nolan's recent Batman movies, or even this summer's X-Men: First Class or Thor, you feel like there is a singular vision behind them.
In contrast, critics pounced on the generic, paint-by-numbers feel of the Lantern movie, which played like dozens of people were in control. And they were. In addition to director Martin Campbell, producer Donald De Line and DC executive Johns, four separate screenwriters were credited, and insiders say that even Warners execs Jeff Robinov, Greg Silverman and Lynn Harris were heavily involved, especially in the editing stage.
3. Be like Marvel
Part of Warners' problem is the way it has structured DC Entertainment. The studio created the subdivision in 2009 to better plan its franchises. But DC remains subservient to Warners in many ways, with its execs being more "suggestors" than anything else.
Marvel, on the other hand, has an autonomous movie division in Marvel Studios. Run by Kevin Feige, it has continually demonstrated an understanding of its core audience -- the comic book fans -- and how to parlay that intense base into a broader audience of regular moviegoers. From Iron Man to Thor, it has made movies that appeal to fanboys and average moviegoers alike.
At Warners, it's the studio division that says yes or no to DC projects, and it can change them up however it sees fit. Last summer's Jonah Hex was a box-office disaster, and even Warners' quasi-DC movies Watchmen and V for Vendetta failed to lure more than hard-core fanboys. You don't have to be a geek to make these movies, but you need to know what geeks like and, more importantly, how to translate that into accessible themes.
4. Don't be like Marvel
Marvel has a clear plan: Take a core group of characters (Iron Man, Hulk, Thor, Captain America) and weave them into a series of movies that lead to one big team-up (next summer's The Avengers). It works for fans and allows moviegoers not familiar with the Marvel Universe to be indoctrinated.
Green Lantern was to have been the first step toward making a movie featuring the Justice League, DC's all-star collection of superheroes. But what worked for Marvel may not for DC, which in its publishing history established the connections within its universe only after Marvel had already done the same for its world.
DC should be blazing its own path. Heroes like Superman are more iconic, more primal and elemental, more akin to the Greek gods than their conflicted counterparts in the Marvel universe. DC superheroes are our modern-day Hermes, the god of speed, or Hercules, the demigod son of Zeus. They can stand alone.
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And CBM's original zero....er, hero.... Fleischer has now taken to Tweeting. You can follow him by clicking below.
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