The horror! The horror!
As a production company, we have to obviously be very selective about the projects we take on. Sometimes, it's a simple matter of what stories we want to tell and what characters or themes resonate with us as filmmakers, as artists. Sometimes, it's a desire to step outside our boundaries and create something in an entirely different style, a la Rendezvous. In all honesty, though, I don't know if we've ever considered the marketability of a film as our primary criteria for production.
Horror films, even the most expensive and lavishly produced ones, are almost guaranteed money-makers. They have a built-in audience that doesn't care about the quality of the film: if it's bad, it'll be a fun night, and if it's good, they'll enjoy a good scare. And the vast majority of horror films are bad. Aggressively bad. One-dimensional characters, recycled plots, gruesome gore that disgusts more than scares...sure, it's appealing if you want to turn your brain off and have a beer with your buddies, but you'll forget it the next day.
Cole and I have talked often about it. Why don't we just make a horror film, some kind of easy-money slasher flick to make a name for ourselves and make some money to produce the films we actually like, such as Separation Anxiety or Happily After? The answer's a complicated one; after all, we're not just trying to make money. We're trying to establish a brand, a company known for quality films that go beyond the cheap thrill or easy laugh, known for a style and a work ethic. To distribute a lo-grade slasher flick would be an insult to the audience we want to cultivate, and might typecast us. We don't want to be the blood-and-guts company.
There's a conundrum to this as well: I love horror movies.
I know, right? You wouldn't guess it from this post so far. So let's backtrack: I don't admire horror films as works of art, and you'll never see your usual run-of-the-mill horror film in my Top Ten. I do, however, appreciate the ones that transcend their genre or that embrace the genre's qualities and use them to their advantage. There's a kind of poetic, allegorical rhythm to the best slasher films. George Romero still believes zombies have something to say about consumerism and society. Wes Craven believes in horror remakes if they can be adapted to comment on today's world. Night of the Living Dead, Halloween and its infinite variants, the Saw movies, Last House on the Left...you might chastise them for catering to their audience, but taken as a whole you could actually find commentaries on society in them.
Or you could call shenanigans on whatever I just said.
Regardless, the point is this: I'm all for making a horror film if it pushes the boundaries of what we expect from a horror film. Few people would consider No Country For Old Men a horror film, but I dare you to find a more horrifying villain in the past decade than Anton Chigurh. Let The Right One In may be a straight vampire movie, but it is primarily a tale of innocence lost set against the backdrop of a country in decline. (It's also beautifully shot.) Thus, Hangers, our first under the Glass City Films label, is a ghost story wrapped in a romantic comedy, a genre-bending film with a fun script and no blood or guts to speak of. And yet, it still manages to scare and shock, and even comments on superficiality and the danger of acting on incomplete information.
These are the films we aspire to create. I'm all for crafting a marketable film. But our belief is that marketability and quality are synonymous. A horror film can have strong characters, good stories, and smart writing. A horror film can shock and scare without showing the most graphic images possible. And if we can craft a film we're proud of and sell it as well, all the better.