Quiver along with "Sherlock Holmes."
"Sherlock Holmes" is poised to be the underperformer of December's limited blockbuster crop, because a) most Americans don't care about the adventures of a dead white Victorian, even if he knows kung-fu b) Watson and Holmes are a little gay, and America doesn't care for that kind of thing in its action heroes (or, apparently, its state legislation). Or something. Every box-office "analyst" and trend-watcher in the United States of America has, based on this fact and "The Soloist," expressed concern that Robert Downey Jr. is no longer a star. Brows will furrow. Next summer, "Iron Man 2" will come out and makes barrowloads of money and all will be forgiven. But until that happens, let's look at the marketing that will help "Sherlock Holmes" underperform. There are many ways to do tie-ins to your movie. If, for example, you have Jude Law and Robert Downey Jr. in bed together,...
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