Anghus Houvouras on Warner Bros.’ options for salvaging The Flash…
David Zaslav’s regime at Warner Bros. Discovery started with a number of decisions that have left industry analysts and fans baffled. To be fair, he was handed a dumpster fire with the DCEU that has struggled to find creative cohesion and an overarching strategy for a connected cinematic universe.
The controversial decision to cancel an almost-completed Batgirl movie and the unfolding drama around Ezra Miller and the fate of The Flash movie have presented the studio with some unprecedented challenges. But with every challenge comes opportunity and I believe there may be some ways to salvage this sinking cinematic disaster.
Embrace the Anarchy
According to reports, Warner Bros. is considering cancelling The Flash movie since Ezra Miller is fast becoming the world’s most notorious celebrity, making the studio believe it will be impossible to sell the movie through traditional marketing methods. I believe the only hope for The Flash movie is if they lean into the likely newsworthiness of an Ezra Miller press junket and embrace the potential for viral content it would create.
The natural studio instinct when dealing with a controversial figure like Ezra Miller is to try and limit their exposure and mitigate the potential for bizarre behavior. In most cases, this is the right call. However, in this particular scenario it could create a perfect storm of publicity that would get people talking about The Flash movie without the need of a hundred million dollar marketing push to make sure people are aware of the theatrical release.
Find a handful of content creators like the ones who created all those brilliant ‘It’s Morbin’ Time” memes and hand them the keys to The Flash social media accounts. Stream the entire movie for fans, YouTubers, streamers and media outlets. Abandon the traditional press screening structure and throw the widest net possible to get everyone talking about the movie and seize the zeitgeist on social media for a solid week before launch. Release the movie in all markets, make back what you can and move on.
But if Warner Bros. isn’t a fan of total anarchy, they could employ another tactic…
DC Elseworlds
Marvel already successfully rolled out the idea of the Multiverse with shows like Loki and What If…? Fans of comic adaptations are already very comfortable with this concept. Create a separate brand for DC, use the ‘Elseworlds’ banner and release The Flash and Batgirl under that umbrella which would let fans know they’re seeing something that isn’t tied to the central cinematic universe of the DCEU (or whatever they’re going to call it).
That way, the hundreds of millions of dollars spent on these films will yield something in return. Ezra Miller handed you a basket of lemons; use it to make a new brand of lemonade.
The grim ‘reality’ of replacing Ezra
I’ve heard a lot of talk about replacing Ezra with another actor with reshoots and/or deepfake technology. Fans of The Flash TV show have petitioned to recast the role with Grant Gustin. While these thoughts are interesting, I think they could take it one step further… turn the entire process into a reality show where actors compete to become the next Flash!
Let’s be real; this entire episode is already a circus sideshow of unparalleled proportions. Why not lean into the absurdity of it all and find a complete unknown to take the role and follow them through the process of being filmed and inserted into The Flash movie?
Let’s get the ‘Discovery’ half of ‘Warner Bros. Discovery’ working on this problem and turn the entire affair into a once-in-a-lifetime opportunity for one lucky contestant. It could even be regionalized to have different actors playing the lead role in different territories. Instead of a PR debacle and angering the public, Warner Bros. could turn this into the feel good story of the year for an unknown actor looking for their big break.
Will Warner Bros. be able to save The Flash or is the movie doomed to the perpetually burning dumpster fire that is the DCEU? Let us know your thoughts on our social channels @FlickeringMyth…
Anghus Houvouras
Originally published August 14, 2022. Updated August 24, 2022.
