I think I read an article that pretty accurately surmised why the film failed to capture the attention of the mainstream audience. I think while the movie may have been targeted to the mainstream similar to Juno or any other quirky teen comedy, there are some notable differences. Firstly, the film is actually a comedy action film, which means higher budget and more chance for failure if the film didn't do well and it hasn't. I think people were expecting something along the lines of Juno but for males (the casting of Michael Cera might have been the linchpin) but Scott Pilgrim Vs. The World is a very specific kind of movie.
What I mean by that is that it should never have been marketed to a mainstream audience, which of course is a idiotic statement since it had to have been in order to do any business. I guess then expectations would have needed to be significantly lowered. The thing about Scott Pilgrim -- at least the movie adaptation -- is that it is very much made by a niche audience with a niche audience in mind. It's about the young narcissistic hipster that grew up playing Final Fantasy, Donkey Kong, Super Mario Bros. and The Legend of Zelda. It's also about a very specific generation that was raised and dosed in pop culture. Comic-books, popular TV show's, and video games. The film is also about growing up, and I think my favorite moment of the entire film is when Scott and Ramona are walking together and Scott says, to paraphrase, "I don't know if you're into drugs -- I'm not -- but if you are then I totally am" and that really summarized a lot of my growing up for me. It was trying to do whatever it took to please a girl, even if it meant compromising yourself. So naturally it only makes sense for the film to be about growing up and standing up for yourself, because with the outlets today for contemporary kids like texting, the Internet -- all of the stuff the film covers -- it adds to the whole generational divide I think the film had for certain moviegoers.
I say this because when I saw the movie it was with a bunch of 20 year-old kids and younger like myself. I saw the film in particular with my friend who is much older. The entire audience was roaring throughout the entire film -- laughing at things like all of the homages to video games as well as when Young Neil plays the Final Fantasy theme on his guitar -- all of which was lost on my friend. There were certain moments that my friend enjoyed and laughed at, but for the most part when we left the theater he said it was one of the worst films he's ever seen. I argued that it was a generational divide and that it just didn't appeal to his cultural generational upbringing, but he argued that even though he didn't get or understand half of the references the movie made, he still felt like he was watching a comic-book turned into a movie turned into a video game, and he said he has no desire to see a video game.
Well, I think that's a valid criticism, and while I don't think the movie in itself was a literal video game, I think it was definitely inspired by the visual and auditory motifs of playing a video game. I think honestly Scott Pilgrim Vs. The World is an amalgamation of different aspects of a certain youth culture that was never meant to appeal beyond anybody who has ever played a game of Tetris or Dance Dance Revolution. Or for anyone who hasn't read a comic-book or been exposed to how texting can complicate things. It's a very niche, specific type of film and I'm not sure it was wise to ever expect it to reach a wide audience. There are certain things that will always appeal to wide audiences -- superheroes like Batman & Spider-Man, movie franchises like James Bond, and romantic comedies -- and I think if anything with the disappointments financially at least of such niche comic-book movies like Kick-Ass and Watchmen it has certainly help prove that the general audience won't pay attention to them like the filmmakers or studios were hoping they would.
Which is fine -- I think had they found a way to make Scott Pilgrim for $30 or $40 million instead of $70 million -- it might be faring better. Or at the very least found ways of avoiding the avalanching "It was a FLOP!" exclamations that have been floating all around the blogosphere for a few days now. Regardless, I think films like Scott Pilgrim Vs. The World are destined for niche audiences and eventual cult classic status. It doesn't matter to me, though -- I heartily enjoyed the film for its witty, clever inventiveness and its relentless pacing and narrative structure. It was one of the most consistently funny movies I've seen all year, and perhaps one of the most daring. Let's hope this doesn't impede studios to greenlight more movies like this -- let's just hope they have different expectations.