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Hit-hungry Hollywood gambles on litany of 'romaction' flicks
With the success of "Twilight" and its sequels ("New Moon" set a record for biggest opening day box office last year, and "Eclipse" is poised to be the most successful movie of the summer this year), a business model based on comic books and toys for boys now must make room for less testosterone-heavy mega-hits. "If you're ignoring the female audience you're making a humongous mistake right now," says analyst Paul Dergarabedian, president of the box office division at Hollywood.com.
It's a teen boy's world
Still, guys under 25 continue to wield disproportionate power in the movie marketplace, according to producer J.C. Spink ("The Hangover"). "What's driving the film business is teenage boys," he says flatly. "Not that they're the only audience, but I think everything is getting tailored more and more to them."
Spink notes that rom-coms -- once thought of as "chick flicks" -- have become increasingly guy-friendly (more porn jokes, fewer makeover scenes), especially with the success of such Judd Apatow movies as "The 40-Year-Old Virgin" and "Knocked Up." "Romantic comedies have gone from being female-driven to being two-handers," he says.
Whether it's a function of boys' movies trying to get female audiences or vice versa, the current romance-action mash-up is just the most recent iteration of the tyranny of demographics that has increasingly come to dominate Hollywood. Gone are the days of general-interest movies that transcended demographics -- "Titanic" was arguably the last one. Even the hugely successful "Avatar" didn't have quite as broad demographic appeal because of its emphasis on science fiction and special effects. Instead, like every other aspect of the culture, cinema has become fragmented, a function of niche interests and increasingly micro-managed audience research.
Thus, not only "Killers" opened this weekend but also "Marmaduke" (a talking-dog movie geared toward kids and families), "Get Him to the Greek" (a comedy starring Jonah Hill and Russell Brand that will presumably appeal to both teenage boys and girls) and "Splice" (a science fiction drama aimed at sci fi and horror fans).
The result are movies that increasingly look as if they've been stamped from the same mold on studio assembly lines. Filmmakers are "getting forced just to make a certain kind of movie more and more every day," said a producer who spoke anonymously to preserve relationships with studios. Movies have become "more a marketing medium than a filmmaking medium. . . . So you start to settle for getting any movie made rather than getting good movies made."
'Like guys in a lab'
Dergarabedian calls the new genre "romaction-comedy" and likens the hybrid to a science experiment. "I imagine movie executives sitting around a conference table like guys in a laboratory, trying to build the perfect box office beast," he says. "They're trying to figure out, 'How do we get the guys to go to a movie with their girlfriends and not feel like they're being dragged to it?' "
If Hollywood lives and dies by tentpole pictures -- the blockbusters that anchor a movie season and earn studios major chunks of revenue -- then the tentpoles' stakes are quadrants: men under 25, women under 25, women over 25 and men over 25. Get two of those cohorts to see your picture, and you've hatched a hit. But Dergarabedian has noticed a trend, with such films as "Mamma Mia!," "Julie and Julia" and the "Sex and the City" films, that women often go to these movies in groups, creating a multiplier effect in their buying power. "If my quadrant is buying four tickets at a time, it becomes a multi-quadrant tier all by itself," he says.
Whether filmmakers are trying to snag guys, girls, both or everyone else, it looks like filmgoers who simply want to watch two people fall in love -- without first falling 20 stories, re-loading an Uzi and dodging an incoming fireball -- may be in for a long wait.
The good news? It will only take one improbable hit to bring the romance back. Remember, it wasn't that long ago that movies about pirates, vampires and wizards would never sell. Until they did.