Overpromising and Underdelivering

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This post deals with a few major topics, one of which is the 90’s Christian band dc Talk. If they aren’t your jam, that’s cool, but I think there are some important points for everyone by the time I finish.

So today was the big day. Most of you probably weren’t even aware of it, but over the last week or two, the Facebook page for 90’s Christian supergroup dc Talk suddenly got busy. Considering the social network didn’t even exist last time they put out an album in the late 90’s, this was curious. About a week ago, they posted an image with one thing on it — 2017. A teaser video soon followed with other Christian artists questioning whether the news was too good to be true. All that led to a “Major Announcement” today at noon.

I, as well as a ton of Christian music fans, kept refreshing their site today ready for the announcement. Would it be a new album? A series of YouTube videos? A reunion tour of sorts? Whatever any of us thought, it would surely be blown away by the announcement. dc Talk was HUGE between 1995 and 1999. When they split up they were still at the height of their popularity and all three of the members continued their careers with solo albums that transitioned into very successful post-band careers for most of them. Today Toby Mac has had perhaps the best career of the three, but Michael Tait is now the lead singer for the Newsboys and Kevin Max recently helped resurrect Audio Adrenaline from retirement.

So.

The announcement came…and landed with a Thud.

dc Talk would be reuniting for…a cruise. A one week cruise that would cost — at minimum — $699 per person.

Social media outrage, considering the Christian audience, was huge.

The top comment on Facebook for the announcement video: “Seriously, that’s it? Now I know how Ralphie from a Christmas story felt when he decoded the message with his decoder. A lousy commercial.”

I know I had expectations. I was actually at the final dc Talk concert in 2001 when they briefly reunited while all doing their own music. I was on board for almost anything. Almost. This was not it.

To be fair, I think the announcement is cool, I just am not game for a cruise at that pricepoint and the hype for it was overblown for that announcement.

Christian music not your thing? Let’s talk superheroes.

Two major superhero movies have released recently. Batman v. Superman: Dawn of Justice and Captain America: Civil War. Both did well at the box office to start their run, but I think its definitely fair to say that one of them will be remembered a lot more fondly than the other.

When they announced Batman fighting Superman in a movie, they promised a lot. They plastered that logo all over Comic Con that year and had people put it on their Most Anticipated lists years out from its eventual release. The two greatest superheroes in comic history, squaring off? Sign me up for that.

And then…it was okay. Meh. After seeing the trailer, I was primed, but most of the best parts of the movie were verbatim from the trailer. The set-up was wonky for their fight and ultimately didn’t pay off like I would have hoped. I don’t want to dissect the movie too much, but I’ll say I had a number of issues with the movie, but ultimately I would say I enjoyed it. More good than bad. But…

In both the case of dc Talk and BvS, the case is clear. They OVERPROMISED and UNDERDELIVERED.

Now…let’s crack open Captain America: Civil War. In many ways this is a response to DC’s BvS tale. The top two heroes in Marvel’s Universe going at it and fracturing their teams apart. Unlike in DC’s movie, the folks at Marvel accomplished a phenomenal feat — a highly entertaining and intelligent action movie. And the trailer? It was great, but it left SO much for audiences to unpack for themselves.

If you’ve seen it, you know what I’m talking about, but the Airport scene in Germany…in the trailer it is really given the briefest of mentions. But that scene. That scene. In 17 minutes they gave us everything that BvS didn’t.

But even then the movie kept giving and giving and giving. The final act was emotionally brutal and in its own way, even more thrilling than all the action that preceded it.

Marvel OVERDELIVERED.

And thus, I come away from these three events with this lesson: When you are giving an audience something, don’t promise what you can’t deliver. If you’ve got the goods, the audience will find usually find you anyway, so try not to overpromise.

There are a number of other lessons to be learned from the releases of these two movies, but we’ll stay away from those today. Instead, just make sure that if you are going to promise the world, you deliver what the audience expects.

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