No one wants to watch wine movies

 

Ok, so I got your attention. I’m sure some of you came racing over here to tell me I’m wrong. Sideways, Mondovino, A Good Year, French Kiss, and more … so many good, and not so good, films that speak of wine. I’m not here to debate the quality and accuracy of the films, but these films have something in common – story lines, emotions and entertainment.

I love wine movies. One of my favorite ways to enjoy them is curled up with my wife, sharing a bottle of good wine. By the end of the film, if the match works, the wine is often wedded with the film in such a way that when I think of one, the other is not far behind.

I say this because I don’t believe anyone, and I include myself, has EVER sat down with a bottle of wine or bowl of popcorn to watch your winery’s website video intro, the one that pops up annoyingly when I want to find something specific on your website. Your website is a tool to transfer information, not a place to hangout and watch movies. And it never will be. Your “wine movie” is not primarily about entertainment, it will not engage consumers emotionally. Let’s face it, it is not going to win an oscar or do anything to sell more of your wine. No one wants to watch these wine movies.

However, a winery can still benefit from the movies. The wine I open for a movie is often selected based on the mood of the movie, or the emotion of the evening. Romantic dramas might suggest a more elegant wine, or you might prefer a muscular Cabernet for the raw-meat of a classic Arnold Schwarzenegger movie.

I want wineries to take the “think different” challenge. Don’t plan the film that you want to make about yourself and your wines, think instead of the movies that have already been made. This weekend, for example, try those that are up for an Academy Award (Oscar). Why not tell us which of the films is the best match for your wine – then cheerlead for it? Do some wine and movie pairings, then challenge your mailing lists to offer up better suggestions then link to a place to buy films or rent them online. Maybe even offer an “Oscar pack” of wines for the winning movies. Why not?

And to all you bloggers and engaged consumers, why not challenge yourselves to a movie and wine pairing event? You can match wine and films based on mood, labels, names, styles, even by the names of the winemaker. How would YOU  go about doing this?

It’s been a while since my last movie marathon with friends, but this could be a great way to do it again. Dim the lights, make some snacks and pair some movies!

Here’s a couple to get you started from all of us at Vrazon:

  • The Iron Lady” and Blue Nun – because the once great, popular lady in blue is now a bit frayed and confused. (Robert)
  • The Crying Game”  and any good Blanc de Noir – Not everything is what it seems to be, and yet it can still stir your emotions. (Ryan)

and of course what list would be complete without…

  • Silence of the Lambs” and a Good Chianti (or Amarone, if you read the book) – No explanation needed…though choose your accompaniments carefully!

If you have any ideas, especially if you are a winery and think there is a film that expresses your wine’s personality, tell us about it in the comments below.

Cheers, Ryan

Note: The Academy Awards take place this Sunday, February 26th 2012 at 19:00 Eastern US time (02:00 Central European Time)

Here’s a list of the main category finalists to get you started:

Best Picture: The Artist, The Descendants, Extremely Loud & Incredibly Close, The Help, Hugo, Midnight in Paris, Moneyball, The Tree of Life, War Horse
Actor in a Leading Role: Demián Bichir, George Clooney, Jean Dujardin, Gary Oldman, Brad Pitt
Actress in a Leading Role: Glenn Close, Viola Davis, Rooney Mara, Meryl Streep, Michelle Williams
Directing: The Artist, The Descendants, Hugo, Midnight in Paris, The Tree of Life

 

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