Every new messaging has brought studio complaints about how they're being killed with "word of mouth." Before Twitter, it was text messaging, Facebook, MySpace, "the web," email and, for all we know, AOL, television, FM radio, the telegraph and the passenger pigeon, which prevented hucksters from getting people to hand over money for what they think will be a good show, but really isn't.

So, here's the latest incarnation: Did you tweet about your disappointment in a movie, like Bruno? Did all your friends tweet back in agreement?

According to social media specialists, Universal is mad at you for driving away 73% percent of Bruno's ticket sales! When movie-goers take to their micro-blogging sites and hurl instant critiques at helpless studios, all their marketing machinery is rendered impotent. Some of this summer's alleged victims have included Bruno, Land of the Lost, and Year One.

After mega advertising campaigns, months of free publicity from hungry media outlets (and web sites looking for cheap content!), specialists hired to create Facebook fan pages and Twitter feeds, people insist on slagging summer movies on Twitter. Like, all Sascha and Universal wanted to do was expose the ugliness that lives in your heart through various stunts involving dildos and terrorists. Then you had to go off and mean about it. What's a matter with you?!

So how have the studios tried to harness the awe-striking a wrathful power of Twitter? Here's an example:

With Year One, Sony at first tried to get in on the action and created a promotional Year One twitter account that would cull all the posts tagged with "#yearone. Sad for Sony, though, most of those tags were attached to disparaging statements. So they tried to pivot and create their own Year One twitter meme!

But no amount of tweet co-opting could save the floundering flick (full disclosure, I have a soft spot for Biblical comedies that have fantastic Oliver Platt cameos, so I dug it — you're welcome, Sony!) But let's be honest here, Studios. Just between you and me, nobody else is listening right now: you really didn't expect that many people to go continue to see a shitty movie after it opened, right? You must have known that eventually people would talk. They'd tell other people how little they liked Will Ferrell screaming at the sky. Again. And though the time between seeing said shitty movie and then telling your buddies about how shitty the movie maybe has shortened thanks to twitter, you must have known from the beginning that you were pushing a shitty product.

So really there's only one way to combat the Twitter effect: Stop making shitty movies.

P.S. I really laughed during Land of the Lost! Sorry no one else did, Universal!

1) The Hangover — $33.4 million
Dude. Proving that word-of-mouth is more powerful movie mojo than any marketing trick, tool, or stratagem combined, this $35 million film has earned three times that much in just two weeks. Dropping only about 25% from last weekend's debut barnstorm, this thing is likely to keep going and going and going until it's earned over $200 million and everyone is fattened and wealthy and, yes, drunk. Would you have ever guessed that Heather Graham would be back in the top spot again? Or that Rachel Harris would ever be there for the first time? Or Mike Tyson? This is the stuff of comedy weirdo dreams and, oh lord yes, you can expect a long string of knock-offs. The K-Hole starring Breckin Meyer, anyone?

2) Up — $30.5 million
Lordy, this one can't be stopped either. Pic's already hauled in nearly $190 million, and it hasn't even opened overseas yet. Pixar has a proud history of stomping the international yard, and this flick ought to be no exception. Unless they can't get a good foreign guy to do a decent Ed Asner impression. Because that's really key. Also, Belgian people just don't like balloons. Don't ask them why. They just don't like 'em. And we all know how much the Japanese hate fat boy scouts. A lot.

3) The Taking of Pelham 123 — $25 million
Am I an idiot that I can't figure out just what the fuck subway car the thing is supposed to be? Is it on the 123 line? It doesn't look like it in the trailers. Maybe everyone else was confused too, because this movie just didn't open the way people had hoped it would. And it actually got some decent reviews. I guess the lesson is this: Denzel opens well in the spring or fall or winter, when he doesn't have slobby belching comedians and magic houses to contend with. And John Travolta? Well, I fear the era of John Travolta may have been mortally wounded around the time of Battlefield Earth and never quite recovered. That was when he finally teetered over the brink from kinda unhinged in a cool way (so great in Face/Off!) to just fucking weird and indulgent and completely unhinged in unpleasant way. That said, Old Dogs will do a billion dollars when it opens.

5) Land of the Lost — $9.6 million
Yeesh. This thing is basically dead now. With only some $35 million earned so far, the hundred-million-dollar movie will have to go big overseas (it won't—ferners don't really get our funny stuff) or do crazy on DVD (it won't—people will forget it even exists) to make any sorta profit. So, sad for everyone, but hopefully at least one good thing will come out of this. One hopes that the hideous trend that began maybe fifteen years ago of people looking at kitschy old TV shows and making movies out of them will end. I mean, yeah, The Brady Bunch Movie was kind of funny and... um... wait is that it? What am I forgetting? Lost in Space: Unbelievable trainwreck. Beverly Hillbillies: Un-fucking-watchable. Bewitched: Will, why? Starsky & Hutch: Maybe one funny joke. Miami Vice: Maybe sorta interesting, maybe also extremely boring. Basically what we're saying is: You sure you wanna do this, people producing The A Team?

6) Imagine That — $5.7 million
Buried by an almost completely-silent marketing campaign and then a raft of shitty reviews, the latest Eddie Murphy flop isn't even surprising. During his brief regaining of the BO crown—around the Nutty Professor/Dr. Doolittle age—Murphy's blend of crazy! and family seemed unstoppable. Now it's... entirely stoppable. Like less than $2,000 per screen on an opening weekend stoppable. I guess you have to respect Murphy for keepin' on plugging away. Maybe for every Imagine That or Meet Dave or Norbit there's also a... disappointing Oscar lose for Dreamgirls. Hey, at least you have The Incredible Shrinking Man and Beverly Hills Cop IV to look forward to, Eddie! At least there's... that.

Aside from the obvious "well, Land of the Lost looked terrible" factor, The Hangover's success may hint at something more expansive, a change sweeping the old comedy flick rubric. Hasn't there been something of a paradigm shift away from the days when broadly funny, nice-ish actors made those broadly funny nice-ish movies?

Sure we still do have some star-vehicle garbage like the milquetoast Yes Man quietly banking a hundred million dollars here and there, but those sorts of movies don't really have much in the way of cultural currency these days, do they? Really, does anyone remember a single quote from the last few (still successful) Jim Carrey movies? What about Adam Sandler's Click or Bedtime Stories? If the old, chumily caustic breed is dying out, and a new comedy—small, viral, angry, left-of-center—is blossoming, The Hangover might represent the first time that the new kid really did best the old-timer, head to head.

The more underground or "risque" comedy has been beating mainstream stuff in the funny department for a while now, but until recently it's been mainly relegated to cult status at the box office. Little sleepers, pleasant surprises, that sort of thing. But $45 million's worth of people happily showing up to be exposed (wittingly or unwittingly) to the bizarro antics of someone like Zach Galifianakis? That represents a real change.

Perhaps what we once thought of as too weird, subversive, or cerebral is beginning to become just plain old American-style profitable. Could it actually be that all of our college cynicism and snotty in-jokes and internet circle-jerking has actually pupated into something undeniably, universally both funny and appealing? Looks to be.

The 90s and early 00s were so boring and fatty and toothless, so we got the big comedies we deserved—dumb manic fare like Liar, Liar and Happy Gilmore. Even the absurdism of something like Anchorman (which came pretty late in the curve) was fairly light and airy. But now! Now the good stuff is dark and mean and lean and strange. While those kinds of comedy sentiments seemed mostly niche and cultish once not long ago, they now seem almost de rigueur.

So with this new type of funnee stuff beginning its ascendancy, those big glossy laff-man pictures are starting to fade. Now, it's not necessarily time to play blame the actor—Ferrell's Land of the Lost fizzled, sure, but last summer his giddily profane Step Brothers scored—but producers may want to rethink how their movies are shaped and packaged. Go for the sharper angle, and some unexpected people just might bite. (And, yes, we know that Hangover isn't exactly Dr. Strangelove and are aware that the soot-black Observe and Report didn't fare so well, but, you know... baby steps. In the case of O&R, we're not quite ready to laugh at maybe-date-rape yet. Well, most of us aren't anyway.)

Whatever the reason, it does seem, increasingly, like old Nelson Mandela was right. It really is our light that most frightens us. Leaving our darkness to make us laugh.

[Silberling] (Lemony Snicket's A Series of Unfortunate Events) says he fought to keep the human shape of the Sleestak from Sid & Marty Krofft's original production, and not give into the urge to render them as spindly computerized beings. [...]

"There is a sense of humor that I loved from the original show that can only come from an actor trying to negotiate the suit. If it became CG, they'd be too perfect. For the Sleestak to remain in people's memories, it tells you that it was about who was in the suit."

Like any Sid & Marty Krofft production, LOTL's production values weren't of the highest caliber—yet everyone involved took the ridiculous sci-fi/caveman material so seriously, it all worked. (At least to our inner seven-year-old, who occasionally still wakes up screaming to Sleestak-populated nightmares.) Hopefully the Ferrellized take on the material (the comedian, notes slashilm.com, "plays Dr. Marshall, a wacky scientist who ends up the laughingstock of the scientific community after attacking the quadriplegic and wheelchair-bound Stephen Hawking while being interviewed on Anderson Cooper 360") won't indulge every wacky temptation, like casting an uncredited Rob Schneider as Cha-Ka, played as a crass, vaguely Asian stereotype.

• First look: Kitschy 'Land of the Lost' gets a modern makeover [USA Today]

• JFXclusive! First Look: Will Ferrell In Land Of The Lost [JFXOnline]

[Photo: Getty Images]

• SemiProMovie.com

· In a reversal of the recent trend sweeping Hollywood's nontelevised awards shows, the Coen Brothers were able to take home the PGA's top honor for No Country for Old Men without any unfortunate heckling incidents. [Variety]
· AFTRA wants to sneak in and negotiate before SAG, telling the studios that they're ready to talk in March. [Variety]
· Universal finally selects Pushing Daisies' Anna Friel as Will Ferrell's Land of the Lost romantic interest, setting up the love triangle between the actress, Ferrell's "disgraced paleontologist," and the surprisingly seductive Chaka. [THR]