The Matrix Revolutions: Predicting Failure
I’ve put this off far too long.
I don’t think there’s a piece I’ve dreaded writing more than this, as writing these requires re-watching the movies.
The Matrix Revolutions. This is a shit film.
“This is a shit film. ”
The first Matrix—jaw-dropping. The action, the pace, the brilliant—and believable—use of cutting edge technology. Yes, there were philosophical implications, but they deftly served the story while giving us the greatest action sequences in cinema. All of this was done right.
The Matrix Reloaded… okay. Not as good. A portion of the special effects laughable—unsuccessfully forcing CGI technology clearly not yet ready.
Then there’s Revolutions.
The filmmakers commit the majority of the movie’s two hour and nine minute run length answering a question no one never asked:
What is going on in the “real world” of Zion?
Answer: who cares?
Our cast’s acting is more robotic than the machines themselves. Around halfway through I found myself rooting for the sentinels, the robots tasked with eliminating the human resistance. Please end this, I implored them. I still have to go to the grocery store and laundromat today—two events far more thrilling than this movie.
Revolutions is more interested in preaching philosophy than astonishing us. The film becomes arrogant and self-indulgent, not only for robbing us of the stunning Matrix itself—the world within the world we have grown to love—but drowning us in its philosophy of freewill vs. determinism. Literally—it’s a fight scene, or an opulent, eloquent philosophical diatribe being preached with far too heavy a hand.
Contract with the Audience.
When a product is introduced, there is an unspoken contract between creator and audience.
For the Matrix, this was cutting-edge, believable technology and a story primarily based in “The Matrix” itself—a rich, immersive world as much a character as the cast themselves. We fell in love with the scenes where our crew are dialed in, understanding the “real world” scenes were necessary to serve the story—but graciously limited. The filmmakers committed to giving us what we want.
This is why the Matrix Revolutions sucks: our contract was broken—instead of believable, cutting-edge technology we are presented with technology too far ahead of its time, and given a story mostly removed from the Matrix itself—the heart and soul of the franchise.
Above: CGI from The Matrix Revolutions and the technology used to create it.
____________
New Coke.
Between the 1940’s and 1980’s Coke’s market share was in steep decline. In a desperate attempt to course-correct, Coke boldly changed the recipe of it’s signature cola.
Consider this.
Coke—an American tradition since 1886. As much a piece of Americana as baseball, apple pie, and the white picket fence. How to fix things? Change the formula completely.
Coke had a contract with its audience.
The formula was changed.
The contract broken.
Customers were furious; over 40,000 letters and calls flooding the company.
Instead of growth of a proven platform through innovation, Coke abandoned its core competency entirely.
The Matrix Revolutions broke its contract with its audience. Do not re-pour the foundation of a movie which has become an American institution. Your audience will hate you for it.
New Coke broke its contract with its customers. Do not re-pour the foundation of a product which has become an American Institution. Your customers will hate you for it.
Your task is this: innovation WITHOUT compromising your core competency. WITHOUT breaking the contract that keeps your customers with you.
While Revolutions was the last in a trilogy and thus had no chance to course-correct, Coke did. The old formula was brought back, breathing new life into a rich tradition. Sales instantly boomed.
Cherry Coke.
Also introduced in 1985, but instead of changing a winning formula, Cherry Coke innovated on a proven concept. Cherry Coke was—and remains—a huge hit.
The leadership lesson is this.
What are your organization’s core competencies? The contract with your audience?
What changes would stray so far from your customer’s expectations they would feel abandoned entirely?
Innovate. Build on a proven foundation.
The Matrix Revolutions sucks. So does a revolution abandoning your corporate identity.
In the world of business,
Evolution is far more important than Revolution.
Mark Joseph Huckabee
