Stephen King has always been somewhat uncomfortable with the marketing of his name such that he created his alter-ego/pseudonym in large part to avoid the media’s scrutiny of his work. His name was Richard Bachman. “I’ve been asked several times if I did it because I was overpublishing the market as Stephen King. The answer is no. I didn’t think I was overpublishing the market …but my publishers did.” (Bachman, ix).
Over-exposure is something that Hollywood has never been afraid of, especially when a gifted writer who people love to read comes along. In fact, the film which I examine in this paper Maximum Overdrive was recently re-made for TV and it was called Trucks. Many a time King has had little or no involvement with many of the films made from his work and in the past many people have had little or no regard for his actual text or for his input on the project, this has since changed.
“Sometimes I feel like Mickey Mouse in Fantasia. I knew enough to get things started, but once they started to march, things are never the same.” (Bachman, vii). Stephen King was taking the helm of Maximum Overdrive just after his pen name had been “outed.” In a way, this was a chance for King to take control of a project but even this was marketed and commercialized. King was the center of the theatrical trailer claiming that he was “Going to scare the hell out of you.” The one sheet also proclaimed the film a masterpiece before it was released. This marketing scheme was poorly thought up, while it’s hard to sell a horror film that’s not as scary as it’s supposed to be, it’s more difficult to sell a film when all the audience sees is the director saying how scary it is. One thing the trailer does seem to imply is that King was looking for someone to do his work justice up ‘til then no one had until Rob Reiner did later in Stand by Me.
Miscasting has been a hindrance in many King films. In reference to the protagonist in The Running Man King said “he’s about as far from the Arnold Schwarzenegger character in the movie you can get.” (Long, vii). This is a problem he faced in Maximum Overdrive was in choosing the wrong actors. Not many good actors do horror films when they’re already famous and it’s hard to make a successful horror film when the characters are so horribly miscast. When the audience knows something was a novel their critical faculties seem abnormally heightened and this makes every decision crucial.
His difficulties also came into play in reference to length. King is one who likes to slowly develop things and needs time. He once commented that “these days it seems everything wants to be a novel, and every novel wants to be approximately four thousand pages long.” (Nightmares, 4). With film being what it is today, and what it was starting to become in 1986, it’s no wonder that Maximum Overdrive feels like a sketch by Picasso, it lacked color. Sure, Picasso could do a lot with a pencil but to see his full genius he needed a larger surface. King likewise was confined by the need to be a 90 minute film, I sometimes get the feeling that just another half hour and it might have been a whole other film.