Where the Wild Things Are Hits Paydirt

Jonze's New Film Takes the Road Less Traveled and Comes Out on Top

Oct 28, 2009

The long awaited movie adaptation of Maurice Sendak's classic book isn't a kids movie by any measure, but it's managed to captivate an audience looking for something new.

The elements of a typical kids’ movie might include: slick CGI-heavy animation, an uplifting but generally predictable story line, and celebrity voice actors to entice parents to make it to the theater along with their children. Pixar and DreamWorks Animation in particular have made a killing operating primarily along these lines, though Where the Wild Things Are has parted ways with standard kids’ movie operating procedure yet has still managed to be a box office hit.

A Brief History of Jonze's Universe

The film, a significantly augmented adaptation of Maurice Sendak’s 1963 classic book of the same name, began its life as a more typical children’s picture. It was conceived as a more traditional animated film before Spike Jonze replaced Disney animator Eric Goldberg as director in 2003. The author himself endorsed Jonze, whose directing credits up to that point included the enigmatic features Being John Malkovich and Adaptation. Jonze’s placement at the project’s helm was the first indication of Where the Wild Things Are’s break from children’s film norms.

The film’s marketing campaign indicated that Warner Brothers aimed the picture primarily at an older demographic. The use of “Wake Up” by Arcade Fire as the music playing in the trailers indicates an emphasis on engaging young adults with some familiarity with indie rock. The indie rock motif also runs through the movie itself, as Karen O of the Yeah Yeah Yeahs created the soundtrack. In addition to the music accompanying the film, Jonze’s company Girl Skateboards has released boards adorned with images of the movie’s creatures.

The film’s marketing gambit appears to have paid off. Where the Wild Things Are debuted at number one in the box office in its first week, and taking in 32.4 million dollars in its first weekend. Critics have noted the film’s unique suit-motion plus CGI visuals and its decidedly dark tone in both positive and negative lights. The consensus, whether the movie is considered a hit or a dud, is that it presents childhood struggles in a decidedly adult manner.

Riding The New Wave to Mainstream Success

The fact that a dark children’s movie directed by someone with generally esoteric appeal could become a box office smash speaks to 2009’s cultural climate. In a year where independent label albums like Veckatimest by Grizzly Bear have peaked near the top of the US Billboard charts promoting a film with a recent indie anthem makes commercial sense. With the underground slowly becoming the new mainstream thrusting Jonze into the national spotlight could be a sign of things to come, especially these sorts of gambles continue to produce lucrative results.

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