"Teenage Mutant Ninja Turtles"

The movie they had to see. Everyone did. And so a lesson was born. In much the same way as today's blockbusters, that movie was billed as something incredibly special, too. As with today's  "Star Wars'  sequel, the movie hype, in 1990, was above and beyond what any child could bear. But this time, “Teenage Mutant Ninja Turtles” would have to wait. 

 

It was the beginning of 'hype', that word that labeled the excitement of an upcoming movie, concert or book release which stirred a person beyond human endurance. The entertainment industry knew what to do to generate the buzz that would create the buying frenzy, at the box-office. When the Beatles came to town, in New York City, on the Ed Sullivan Show, in the sixties, there was a raw excitement that does not compare to what happens today. I was a teen, then. Today, however, we have Instagram, Facebook, Twitter, constant reminders of the immediacy of absolutely everything and the folly of memories. 

Back in the 90's, television, radio and word of mouth dispensed everything we needed to know when someone or something special was about to arrive soon. There was no smartphone. The media storm, then, was not what it is today: unrelenting, unforgiving and costly. But our boys still had to wait. ...The Ninja movie would be seen, certainly, but in a way that reflected our family's values and financial futures. There were other considerations, too. Giving in to temptation every time it manifests itself in the form of a new entertainment phenomenon would never build financial security. It was determined that the cost of viewing the movie once, for our three sons, plus one parent, in attendance, would more than pay for the privilege of owning a copy of it, forever. Our sons would wait till the movie's release on VHS format for home viewing. They could then watch it as often as desired. The conspiracy of 'opening night' at the movies did not influence our values, life plan or buying decisions. 

And so it happened. The movie came out. Its glorious production, once viewed, was simply another enjoyable movie that you forgot as soon as it was over. Our sons watched it at least 6 times within a 24 hour period. After a brief period of 'abstinence,' they watched it again and again, several days later. This two-dimensional movie experience had never happened before. Our youngest, at 7, had always been entranced by any movie's special effects', production, action, understandably. He was in nirvana. 'Paul' is now a movie producer/director/script-writer /post-production-talent /musician/special-effects- genius. 

Teenage Mutant Ninja Turtles was not the blockbuster hit the producers had hoped for. And yet, the hard-earned, after tax, money we might have spent on it would have been wasted, gone forever, for a movie that did not pull at the heart strings. At least we owned a copy of history. Times were tougher, back then, for us. Our budget had its limits. The movie was never watched again. The thrill was gone. Movies are generally, short-lived two-dimensional experiences made worse by the continuous supply of productions, sometimes poorly made, directed or acted, but eagerly anticipated by the younger members of the viewing audience. ... Traveling is money better spent as the experience is a three-dimensional 'novel' event that is felt, long term. We become one with the multi-sensory experience. Watching a movie is not always what we hope for. There are no returns. (Going to the movies is a cheap date night, however, compared to other forms of entertainment.)

For their patience, in waiting, and wisdom, in knowing, our sons began to fully comprehend the scope of a movie's media hype, weeks ahead of its release. There would be other things they wanted in life, things they were not aware of now and could not be aware of till they were much older. Being aware of entertainment's marketing ploy and intentions taught our sons valuable lessons about their own financial futures. A few years later, dropping them off at our local theater to see "Judge Dredd" starring Sylvester Stallone had been the day's plan. Thinking our oldest son, at age 14, was old enough to be the 'adult' stand-in for his younger brothers, 13 and 11, I attempted to leave. Hearing a thunderous applause on the windows of the theater, I turned to see to three desperate little boys seeking to end their predicament. I would not be leaving anytime soon, I soon realized. ... I had been summoned, as the critical 4th element, for their admission into the theater. Alas, two hours of my afternoon was now a forced 'time-out'. As the trio sat there, revelling in the action and special effects of their action hero, Sylvester Stallone, I sat there knowing something special was happening. Their excitement was palpable. I had to do what I had to do that day, many years ago. They appreciated mom's 2-hour theater sacrifice for "Judge Dredd".  Another lesson learned. Be generous of heart, whenever possible.

It has been 25 years since “Teenage Mutant Ninja Turtle's” premiered. “The Planet of the Apes”, “Jurassic Park”, “James Bond” and “Star Wars”, other ongoing epic franchises, have lured us to the big screen, on their releases, each and every time. Now much older and much wiser, our sons make their movie selections with an awareness and clarity not present when they were much younger. Today's hot blockbuster, now, is the next installment in the Star Wars franchise. We are definitely going.

Every so often, it 'pays' to give our children valuable lessons in the operation and code of the entertainment industry's marketing machine. The motion picture industry never quits. And why should it? It's its duty to entertains us while thinking up countless ways for the audience to 'buy' into the after-market money-making phenomenon, too, till the next blockbuster hit. The day will come, however, when our working lives stop and if we have not been financially prudent, along the way, we may find ourselves watching endless reruns on television. We can't have that.