Currently, Netflix is a platform struggling to find its footing after other streaming platforms have come for their crown. Netflix has long been one of the biggest streaming services but now is struggling to win at its own game. Thus, to increase viewership and subscriptions, they look to two of the most watched directors in the world, the Russo Brothers. Now, in theory, this could be one of the best ideas Netflix has had in a long time. In actuality, this may be one of the most expensive flukes Netflix has ever participated in. That is not the fault of the actors or even the Russos themselves, it is the fault of Netflix and how they chose to market this film.
Netflix's most successful pieces of media have been those that were either marketed minimally or not at all. Shows like Stranger Things or The Queen's Gambit spread more by word of mouth than anything else and are a large part of the reason they were so successful. To be frank, The Gray Man has been shoved down our throats for months before it premiered, making a lot of people not even want to give it a chance. Is The Gray Man worth watching? That's up to you to decide, but hopefully, this gives you a bit more insight into hype and how it can hurt a film more than it helps it.
How Much Hype is Too Much?
As hype can't exactly be measured, it is a bit challenging to decide how much is too much. However, when you look at the press and advertising for The Gray Man on Netflix's part, one can see that they were trying to create mass amounts of hype around the film. Hype is not just created by the normal press that is done for films, such as press junkets with actors and premieres. Hype is created by expanding upon the bare minimum of advertising around the film. When you are trying to create hype, you send actors for more interviews, and late-night show appearances, and even involve either actors or some of the production team in social media trends.
The Gray Man did all of this with a relentless PR team; their goal was to create as much hype as they could around the film by utilizing the star-studded cast and well-known directors. While The Gray Man may have gone a bit overboard, they definitely demonstrated a master class on how to create hype around a film. But, there is a price to pay; if the film does not live up to the hype created (which automatically makes a movie need to be better than what's expected), the film is an automatic bust in the eyes of the audience.
What Are the Problems With The Gray Man?
Honestly, the main problems with The Gray Man are actually quite simple and common in action movies. Many action films suffer from a lack of substantial plot. What this means is that the film is built on action sequences and impressive visual effects instead of the story and character development. In these films, the characters tend to be the ones who suffer the most from this lack of plot development. This is because if the plot does not progress and stay interesting for viewers, then the characters can't properly develop either, something this short installment of Pitch Meeting nails hilariously:
The Gray Man has a story and plot, sure, no one is debating that. The problem is that the story is quite bland and relies too heavily on well-choreographed fight scenes and cool explosions. Even Ryan Gosling, aiming for action stardom, is woefully underwritten and bland (especially compared to a ridiculous and fun Chris Evans). This is not particularly a bad thing but can be a turn-off to some viewers who would like to see more of a story in between all the interesting visuals.
Should You Watch The Gray Man at All?
That decision is for no one but you. If you are a fan of the Russo Brothers, especially their work in the Marvel Cinematic Universe, this may be the perfect movie for you. However, if a super aggressive action-packed film with not a ton of plot and some illogical narrative decisions and character motivations is something you dislike, then maybe skip The Gray Man. It all depends on your perception of this style of film and what you've liked in the past.
If you're a fan of the Russo Brothers' style of filmmakin, this film would probably appeal as a group movie night kind of watch that you can chat about during and after the film. This is all up to you to decide, The Gray Man is definitely not a super serious watch and can be an enjoyable thing to do with friends and not have to focus on every piece of the plot. In short, if action-packed movies are not your style, maybe skip The Gray Man. But, if you're looking for something you don't need to pay too much attention to and just have some mindless entertainment, The Gray Man may just be a great watch for you and your friends. Unfortunately, the immense level of hype for The Gray Man means many people will be expecting something much, much better.