Hacker Cinema
Ruby Gillman, Teenage Kraken
2023 · Film · 92 min
Directed by Kirk DeMicco
Ruby Gillman, a sweet and awkward high school student, discovers she's a direct descendant of the warrior kraken queens. The kraken are sworn to protect the oceans of the world against the vain, power-hungry mermaids. Destined to inherit the throne from her commanding grandmother, Ruby must use her newfound powers to protect those she loves most.
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2 comments on Hacker News
There was this weird "meme" going around a few months ago about Dreamworks vs Disney that lined up extraordinarily hard with the release of "Ruby Gillman, Teenage Kraken" movie. (Release to theaters, I should say)
I can't say that I'm a distinguished memer, but I've consumed my fair number of memes. But a lot of this "meme" was about hating on Disney + talking about how Dreamworks movies were better.
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On the one hand: "memes" that sprung up organically about say, Shrek, have this raunchy quality to them that likely is toxic to advertising partners. (Gay sex, sex jokes, implied rape, etc. etc.). Meme culture is famously toxic, especially as it comes out of 4chan. So in a sense, the "raunchiness" is the proof that its likely not corporate.
But this "Teenage Kraken" meme was ... "tame" so to speak? A lot of "The Little Mermaid" hate, but nothing that matched my familiar memeing patterns. Sure, people hate on "The Little Mermaid" and had a ton of memes making fun of that movie, but... to see some memes pivot into what turned into a "Teenage Kraken" advertisement was so weird and offputting to me.
So I've always wondered if "Teenage Kraken vs Ariel" memes were Dreamworks guerilla marketing. Just me personally. Especially because "Teenage Kraken" wasn't a very popular movie, so its such a strange subject to "meme". Memes usually work the opposite way: the movie comes out and then months or years later, the memes take hold.
The timing was all wrong. The meme wasn't as raunchy or mean as normal memes. It lined up with (attempted) corporate profits to advertise a movie that was soon to be released in theaters. It was a relatively unpopular movie in the great scheme of things. Etc. etc. etc.
There are plenty on non-IP based movies, targeted at Gen-Z/Alpha, and made by large studios that have underperformed this year.
Elemental and Ruby Gillman, Teenage Kraken immediately come to mind.