5. The Bling Ring
Who is a demographic treasure for Hollywood? Bored teenagers on break with money to blow. What do such teens want from breaks? Pure, risky fun. Though the final product contains content, themes, and potential for discussion that run much deeper, the film Spring Breakers has a similar success story to model to The Bling Ring's promotional potential. Spring Breakers had teens and college students flocking to the movie for such similar promises of scandal and fun on a spring break that many of us did not spend so extravagantly in real life. The Bling Ring, likewise, promises stereotypical assets for a 2013 teenager's fun, successful summer in its trailer: partying, materialism, self-centrism, and encounters or affiliations with fame. In other words, pure fun. The first official trailer for The Bling Ring doesn't even offer any spoken context or much of any revelation as to what the movie is about, unlike this second (to me, preferred) trailer; it defines itself entirely upon imagery -- of parties, celebrities, and so forth -- which approach fits the movie's teenage "if it looks cool, don't question it" vibe. This is the same motive-apathetic and context-apathetic vibe, of course, that had some audience members frustrated with the movie itself once released in June. None of this, though -- the imagery, fluff, and pure fun of it all -- should be considered negatively, though, especially in the context of Sofia Coppola's similar style with movies like Marie Antoinette. In fact, addressing a Vanity Fair article about serious criminals in a way that seems so carefree and vibrant by the looks of the trailer is a feat of its own, not to mention a respectable style or signature on Coppola's part. All in all, the trailer, the blithe teenage robbers, Coppola and I all seem to be hinting at the same message: it's summer! You're at the movies! Have fun and (as presumably encouraged the fate of the characters) stop taking everything so seriously! Save that seriousness for a later ticket to one of the seemingly infinite options of summer thriller flicks.