Everything is in flux, Part 2

Thursday, 24 February 2011 05:48

Written by Resti Reyes. Jr.

The more things change, the more they are the same.

We had wanted to talk about the internet in this installment, but Mind Wars felt we had some unfinished business on this topic that we should lay to bed before we move on…

Changing patterns in consumer behavior, especially in the area of media consumption habits, have been constantly evolving. And yet, there are certain trends that continue or keep coming back. Like a leitmotif, we have seen recurring themes in content creation. The forms may have changed, but the content surely looks familiar. Here are some examples:

Transplanted stories. Stories that become hits in one medium get reincarnated in another. The original soap operas on radio became telenovelas on TV (who can forget “Flordeluna”?). Sometimes, they were originally illustrated novels in the vernacular komiks, as in the case of the works of Carlo Caparas and Mars Ravelo. The formula does not always succeed, of course, as evidenced by the recent flop, “Gagambino”. Sometimes they get turned into full length movies – which happens both here and abroad. My teenage son thinks Hollywood is running out of original ideas because so many of the recent string of movies are mere screen adaptations of stories from other forms, including the American version of komiks – the DC and Marvel comics (such as the Hulk and Ironman). Disney rehashes classical fairy tales for a living (Snow White, Little Mermaid, etc.). While some studios do spoofs of hits to get back at the big moneymakers.

The sequel formula. Practically all major blockbuster movies have had sequels made, and in some instances, prequels… like Star Wars and Silence of the Lambs. Even local movie production houses have fallen into this trap, as best exemplified by “Mano Po” and “Shake, Rattle and Roll.”

The remake. An even easier way to get away with murder is to do a remake. The easiest way to make a hit is to remake one. This is of course already bordering on abuse in the field of music. Sometimes we welcome them, sometimes we don’t. My friends are all grateful to Michael Bublé for redoing the old hits of Frank Sinatra. Otherwise, they wouldn’t be able to sing his songs during all those office karaoke parties. One of the most popular TV series currently running is all about doing remakes: Glee. It is such a winning formula that not only is the show a top-draw among both critics and advertisers, but the songs are also top sellers on iTunes. On television, examples of remakes would include the US franchise “Who Wants to be a Millionaire” as well as the “Wowowee” rehash, “Willing Willie”. The newest remake would be ABS-CBN’s “The Price is Right,” with Kris Aquino as Bob Barker. It premiered on her birthday, February 14, Valentine’s Day.

Head-on clashes. This is mostly on television and radio programming, and to a lesser extent, among direct competitors in print. Television programs of a similar format routinely get scheduled at the same time slots: newscasts, variety shows, game shows, telenovelas, full length movies, and so on – historically best shown by the ABS-CBN-GMA7 rivalry. Top radio personalities get scheduled during drive time; and magazines are always jostling and elbowing each other over who is first to have the hottest new starlet on the cover.

The Copycat Syndrome. It is supposed to be the sincerest form of flattery, but strangely enough you never feel flattered when it happens to you. Every time a hit comes up, you can bet on it, there will be dozens of “me-too’s” coming in its wake. And this is not limited to ideas and concepts in the media – like hit gag shows and reality TV formats. It is a pattern observed even in other aspects of Filipino life. Some people call it the “hot pandesal phenomenon” - which became the lechon manok phenomenon, and is now the “Mang Inasal” phenomenon. Filipinos must be natural-born phenomenologists. The current top-rating TV series, “Imortal,” is of course inspired (to be polite about it) by similarly themed hits from abroad: Twilight and True Blood. Before that we had Underworld. It seems we can’t get enough of vampires and werewolves. There are many other examples, of course. Let me mention a few more, just to drive home the point: Takeshi’s Castle, Wipeout, and Hole in the Wall; and American Idol, Britain’s Got Talent, and Pinoy Dream Academy – and a couple of generations before them, Ang Bagong Kampeon, and before that, Tawag ng Tanghalan.

But all this is not to say that originality is dead. Far from it. We do get true originals every now and then. My personal favorites are “Avatar” and “Inception”. I could watch these again and again. Dare I say, I can’t wait for the remake? Or the sequel?

In the meantime, take a look at the latest Manny Pacquiao TVC – it shows how current advertising remakes an old Tagalog saying, “Inutusan ka lang bumili ng suka…”