"For the first 20 minutes or so, nothing special is going on, and it seems that “Men in Black 3” will be content to spin its wheels and collect its money en route through the usual overscaled action set pieces toward a superloud, planet-saving final showdown. The music sounds less like a score by Danny Elfman than like a score by Danny Elfman’s smartphone app, and it carries dreadful intimations of forced fun. But even as the movie carefully fulfills its blockbuster imperatives — with chases and explosions and elaborately contrived plot twists — it swerves into some marvelously silly, unexpectedly witty and genuinely fresh territory. Go figure."- A.O. Scott, NYTimes
"'People may be surprised in Hollywood, but the popularity of this film is no mystery to us,' said Laura Resnick, manager at the Plaza Frontenac Cinema, an upscale theater in suburban St. Louis. 'When there is a story being told on the screen, people respond.'" - Brooks Barnes, NYTimes
At the start of 2012, I began seeing trailers that made me more excited than years past for movies coming soon. Surprisingly, a lot of them were for summer releases (Prometheus, Dark Knight Rises). Versus the slog of watching mind melting digital sequels of sequels, I now only hope for one blockbuster to give me fun for two hours in the air conditioned season to make it memorable. And the trailers for mindmelters hadn't disappeared. The Avengers and Men in Black 3 looked to singe my eye and ear receptors again. I Still haven't seen it, but I'm eating my cape on the critical raves for The Avengers and, now, this morning, MIB3 is also over delivering the fun.
This fun will probably reverse the declining box office this year - it may even set records. An earlier story this week in the New York Times on the success of The Best Exotic Marigold Hotel with senior audiences was also a telling article that there still exists a diverse moviegoing audience beyond teenagers, and a growing hunger for stories about real people against the oversupply of sci-fi/fantasy. But as the cinema manager says, it's all about story. It's the difference between failure and success. Go figure.









