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Vampire Academy Midnight Madness

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Just in case you weren’t aware – and wouldn’t be a dimish cheesestick if you’re weren’t, most aren’t aware – the film version of those YA “Vampire Academy” novels opens this week across the U.S.

The buzz isn’t so good on this one, so The Weinstein Company decided not to do any press screenings. But then, a couple of days back, it was announced that there’d be midnight screenings of the film on the Thursday night – at select cinemas – which obviously got the film’s fan base, and critics who needed to get a review done for the film as soon as possible (the film opening Friday and all), all tooth-juicy.

When moviegoers turned up at the nine theaters due to screen the movie at midnight though, they were advised that there was no midnight screening. The official line was the the cinemas had erroneously advertised midnight screenings – something the Weinstein Company made out they knew nothing about (a response that works for them considering the lackluster buzz for the movie). Yes, refunds were issued, but considering the tickets were advertised online a full three-hours before the listing was updating, and not to mention people drove hours to see the movie at the ‘first session’, a “sorry, here’s your tenner back” doesn’t really cut it. Seems the Weinstein’s did originally plan to do midnight screenings of what they had hoped to be the next big YA movie franchise – a’la “Hunger Games” – and had discussed this with cinemas, but as the months ticked on, and it was clear that the movie was a dog, they’d reversed on the decision to let the stench leak early. Whoever was tasked with the job of ringing up and cancelling the midnight sessions didn’t go it – they were stuck in an editing room over at the studio, trimming the good bits out of an acclaimed Kung Fu flick or something. Shameful.The digital prints of the movie were all locked down (theater projectionists need a key to unlock a movie print) until 1am.

A quick look at Twitter shows the extent of those burnt by the screw-up; many had advertised the screenings – including the official “Vampire Academy” account – while even more were squeeing in anticipation of that first showing. Would it really have damaged that film that much, considering the bad reviews were out there less than a day later anyway, to have let those midnight screenings run? Fuck no! In fact, it would’ve been a chance to make some money out of the fans, the critics, and anyone else who wanted to see a couple of neck-nibbling hotties. They do make movies for the people still, right? :

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About Caffeinated Clint

The writer/publicist/producer who wears the editor hat on Moviehole. Favorite films include "Say Anything...", "The Hunt for Red October", "Jerry Maguire", "Almost Famous", "Die Hard", "The Girl With The Dragon Tattoo", "Young Guns", "American Psycho", "Back to the Future" and the "Star Wars" series.
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