A Minecraft Movie is on a remarkable trajectory, rapidly approaching the billion-dollar mark at the box office. This impressive feat was not always a foregone conclusion, particularly considering the project’s prolonged development phase at Warner Bros. Director Jared Hess reflects on the challenges faced during the film’s marketing journey, recalling a time when the studio’s initial teaser fell flat among the dedicated fanbase of the beloved video game. “It did not go over well,” Hess admits. “It was kind of our ‘Ugly Sonic’ moment where it’s like, ‘Oh man, how do we win the trust back?’”
Finding the Right Tone
In response to the initial backlash, Hess and his team recognized the need to recalibrate their approach. “We have to actually put stuff out there that reflects what the tone of the movie is,” he emphasizes, highlighting the importance of aligning the marketing strategy with the film’s essence.
In a conversation with Kim Masters, Hess delves into his unique filmography, which includes cult favorites such as Napoleon Dynamite and Nacho Libre. He shares insights into the unpredictable nature of success in the film industry, acknowledging the myriad factors that contribute to a film’s reception.
Hess expresses particular gratitude towards producer Mary Parent, who recognized and appreciated his distinctive comedic style. Her support was instrumental in bringing him into the world of Minecraft, allowing him to infuse his creative vision into the project. The collaboration has proven fruitful, as the film continues to captivate audiences and defy expectations.
