I didn't attend the April 30 critics' screening for "Thor" because it was at the same time Ebertfest was showing "A Small Act," about an 88-year-old woman named Hilde Back. She'd flown from Sweden, and I wanted be onstage to present her with the Golden Thumb. Missing "Thor 3D" was not an inconsolable loss, because Richard Roeper covered it for the paper and I was able to see it in Chicago in nice, bright 2D. The house was surprisingly well-populated for a 8:50 p.m. screening on a Monday, suggesting that some people, at least, will make an effort to avoid 3D.

"Thor" is failure as a movie, but a success as marketing, an illustration of the ancient carnival tactic of telling the rubes anything to get them into the tent.

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