Black Swan was released on the 21st January 2011 in the UK. There were various marketing techniques that helped boost the interest in the film before it was released. The marketing team chose to use “AIDA” – Attract film goers attention, Interest them, Create Desire, and Provoke Action. They decided to create advertisments and features in upmarket magazines to attract an audience, they also created advertisments for newspapers, bus shelters and even little post cards that were free in many large cinemas across the UK. Later there were various different trailers that were released into the cinemas, and teasers appeared on the internet which gathered the attention of a whole different type of audience – creating diversity. Due to the trailers and comments over Facebook and Twitter about the film, especially from America where it was already released, there was a constant growth in the “buzz” surrounding the film and this was amplified by the official website providing background information with cast and crew. The film was also marketed by merchandise, there were various posters created for fans as well as clothes and soundtracks associated with the Swan Lake Ballet. Overall the marketing campeigns helped to increase the interest in the film by making sure it was always in the public eye, and this has served to be very successful.
Black Swan recieved a lot of varied responses where critics are concerned, the majority being that of a positive nature. Here are a few of the positive comments on Darren Aronofsky’s work;
Fantastically deranged at all times, Darren Aronofsky’s ballet psycho-melodrama is a glittering, crackling, outrageously pickable scab of a film.
It’s a masterpiece of obsession and what that obsession ultimately does to a person. It’s also a perfect summation of Darren Aronofsky’s career to date, a cap on his independent work, and one which, if he does, indeed, depart to the land of Hollywood blockbusters for good, will serve as a dazzling tribute to his early craft.
Den of Geek
The most toxic, rapturous, melodramatic, operatic movie about a mentally disintegrating ballerina you’ll see all year… And featuring some of the best dance sequences ever.
Here are some of the negative reviews surrounding the film;
It’s too impulsive and emotional to be picked apart at the level of logic and too ludicrous to exist in a world other than its own. It’s huge fun, but only if you’re willing to swallow its more bonkers excesses.
Time Out London
I have to say The Black Swan seems to me a fundamentally hollow exercise, and a very silly film at heart. Granted, it’s pretty good on the physical rigors professional dancers have to put themselves through. But the psychological side of the film feels like unadulterated tosh. It’s enjoyable trash and brilliant pastiche, nothing more, nothing less.
Black Swan did really well when it came to awards and nominations, the nominations include;
Academy Awards: Best Achievement in Cinematography, Achievement in Directing, Achievement in Editing, Best Motion Picture of the year
BAFTA: Special effects, Cinematography, Costume Design, Editing, Make Up and Hair, Production Design, Best Sound, Best Supporting Actress
Golden Globes: Best Director, Best Motion Picture, Best Supporting Actress
Awards won include;
Academy Awards: Best performance by leading Actress – Natalie Portman
BAFTA: Best actress – Natalie Portman
Golden Globes: Best Actress – Natalie Portman
Overall Black Swan did exceptionally well with its overall success, some critics say the film was helped by the success of The King’s Speech whereas others suggest it hindered it. Overall I really enjoyed the film and can see why it did so well both with the Box Office and the award ceremonies.