I feel like a broken record when I talk about it, but box office returns don’t lie. Sure, Hollywood accountants have a knack for inflating budgets and grosses for marketing purposes, but when something flops we all know it.
Christian Toto from The Washington Times has written an article entitled "Audiences Reject Iraq War at Box Office." It starts right out with the hard facts about the lack of money that these films seem to be attracting:
It doesn't matter how many Oscar winners are in front of or behind the camera — audiences are proving to be conscientious objectors when it comes to this fall's surge of antiwar and anti-Bush films.
Both "In the Valley of Elah" and, more recently, "Rendition" drew minuscule crowds upon their release, which doesn't bode well for the ongoing stream of films critical of the Iraq war and the Bush administration's wider war on terror.
"Rendition," which features three Oscar winners in key roles, grossed $4.1 million over the weekend in 2,250 screens for a ninth-place finish. A re-release of "The Nightmare Before Christmas" beat it, and it's 14 years old.
A few points: First, note that star power doesn’t equate to box office glory anymore. George Clooney’s latest MICHAEL CLAYTON is a glaring example of that. It is always the story that draws the audience, not the person portraying it. We have so many choices for entertainment that most of us don’t get titillated by the A-Listers anymore. Most are extremely talented, but so are a whole host of other actors who seem to do a better job and don’t overshadow the story. George Lucas found this out when he cast a bunch of unknowns in STAR WARS. I think that was a hit.
Second, getting clobbered by a re-release of a 14-year-old movie is a bad thing. There’s no way to spin it. Sorry.
Third, the conventional wisdom in Hollywood is that the country hates George Bush. Wrong! Hollywood hates George Bush as does the media and the majority of those in positions of control of pop culture and the like. In fact, according to the most recent Rasmussen poll the president’s approval rating is about 39%. That’s on par with what Clinton had at about the same time in his presidency. On the flip side, no matter what poll you look at Congress is down in the basement. I’ve seen numbers from Zogby putting Congress at 9%. I’ll link here to Rasmussen with its sunnier picture of 13% of those polled thinking our legislators are at least doing a “good” job. Any way you slice it George Bush has a higher approval in this country than the Democratic controlled Congress. I know most in Hollywood don’t want to believe that, but it’s a fact and the numbers from all the pollsters show it. Serving a slate of anti-Bush films alienates a majority that the Industry refuses to acknowledge is there. It’s a fatal mistake and it’s hitting them in the pocket book.
Finally, there’s the old “Foreign Box Office” response when speaking with studio execs and agents about certain films that are unpopular here in the states. They also believe that their buyers in the foreign markets don’t like President Bush. It’s an interesting thought, but Hollywood can’t seem to get the pulse of people in their own country. How are they going to know the likes and dislikes of everybody else? Well, they don’t and the fact of the matter is that movies that are big here in the U.S. will be big overseas. Also remember that both France and Germany rejected their socialist leaders and instead put in Merkel and Sarkozy—two pro-American conservatives who out of the gate have been warm to George Bush. It’s time for the big studios to hire new people in their market research departments. It’s just a suggestion.
Mr. Toto goes on in his article to sight something from Box Office Mojo founder Brandon Gray. It’s something I’ve said often, but it’s nice to see that I’m not crazy.
Brandon Gray, president and publisher of www.boxofficemojo.com, says audiences seek out movies for inspiration, for laughter and to be moved.
"Many of these recent dramas fail on all those fronts," Mr. Gray says. "They're too heavy handed in their presentation."
ABSOLUTELY! People go in mass to the theater to be entertained. They don’t want news. They don’t want to be preached at or have their country or brave men in uniform beat up all over twitchy 35mm. One can easily see this with the sales of the TRANSFORMERS DVD. It’s a fun film and people have no problems spending money on fun films. I like fun films, too. The brooding and self-loathing may be nice for the art house or film school, but if you want to make money and reach your audience, entertain your audience. Make them cheer and they will always come back with money in hand.
And I think this is the most radical, punk rock thing that Gray said in the article:
A film that took a principled stand, particularly against terrorism, might fare better with audiences, Mr. Gray says.
Might fare better? You bet it will! When you go to a baseball game do you wait and see how the teams are doing before rooting for one? No! You go in with your Red Sox hat and lungs at the ready to scream for your team in the hopes of their ultimate win. You fill your gut with hot dogs, beer, and nachos to keep your energy up, like your shouting has to continue through the ninth inning in order for victory to be assured.
The same is true in the movies. We all go in wanting to root for the good guy. We want to know who he or she is. We want to get behind the heroes and fight along with them, feel their emotional peaks and valleys, and share in the victory when they vanquish the villain at the end. That is a great movie. Think about all that have followed that model and you will find the money and the cultish followings. Just think of STAR WARS.
A movie that takes a stand against the bad guys will be huge; they’re always huge! A movie that takes a principled stand against the forces of evil will become a blockbuster.
If Hollywood can learn anything from all these box office flops is that they need to look past the 310 area code and actually talk to their audience. What impressed the professors in film school doesn’t work as a commercial movie. Film festivals are great for the art house set, but distributors aren’t going to gauge the popularity of a movie from the audiences that frequent them. They are not representative of the rest of America.
If a film plays and no one sees it, it’s not a movie. The audience is the key to the experience. Audiences don’t want to see this current slate of anti-war films. They want us to win. They want our country to be victorious and the Iraqi people free. They want to cheer for the good guys—America. They want the nightmare of terrorism over. They want peace. What they don’t want is the Hollywood view—the defeatists view. They’re not going to go see the films. And without the audience, it’s not a movie.