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Showing posts with label brand. Show all posts
Showing posts with label brand. Show all posts

CAREERS AT STAKE: Russell Brand, Movie Star?

Each Friday we will take a look at who has something big riding on the upcoming weekend.  It could be an actor, a director, a studio executive, a marketing team, or even a studio itself.  Today in this inaugural edition of Careers at Stake we examine Russell Brand, who is being asked to open Arthur, his first movie in a leading role. 

Before we begin, let me say I am not a fan of Russell Brand.  I mean really not a fan.  Annoying, cloying and obnoxious are adjectives that come to mind when I think of Brand.  And this assessment comes from one of the biggest Anglophiles on the planet.  I must say, I feel uncomfortable criticizing Brand after reading his bio.  The abuse, the incredibly sad health problems of his mum, the eating disorder, the addictions, and on and on.  However, what many find charming I still find repellent. 

Nonetheless, I will try to be objective and look at his box office career to date.  In April 2008 he burst upon the American movie scene with a supporting role in Forgetting Sarah Marshall, followed by more supporting roles in Bedtime Stories (December 2008) and Get Him to the Greek (June 2010).  Throw in voiceover work in Despicable Me (July 2010) and Hop (now playing, of course) and he has amassed an impressive body of work very quickly. 

Admittedly, it looks even more impressive when we total up the box office.  The three live action comedies above total $234 million in domestic box office, $175 million in international box office, and $105 million in home video -- for a grand total of $515 million.  Brand’s agent would probably say, “Count up all the movies!”  If we did, the worldwide box office and home video would be north of $1.2 billion.  But the fairest yardstick is probably the live action total – so let’s say he is associated with half a billion dollars. 

So you are probably thinking, there goes your argument you old fart.  Normally, I would agree.  The one thing you learn in research is to respect the audience and their choices.  Like it or not, the audience is always right in this business.  But wait, are these really his movies?  It isn’t fair to say these were his movies, as he wasn’t asked to carry them.  He merely appeared in them. 

Today, however, he is being asked to open Arthur and remake and refresh a classic role made famous by Dudley Moore.  This is as good a test as we could ask for.  We can no longer say he just chose good projects or lucked into commercial on-screen success.  Brand will own the success or failure of Arthur.  If the movie opens in the $15 million range, as predicted yesterday, he will be in a safe zone – not a huge breakout success but not a failure.  But if the film swings $5 million in either direction (about 600,000 paying customers), Brand can claim the mantle of movie star legitimately or slouch back to supporting role status.  600,000 people will decide his fate.  Even I can feel sorry for the cruelty of those numbers.

What do you think?  Feel free to comment and get the conversation started.

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ARTHUR: 12-Step Programmer


Watch It At Home.

Were the executives at Warner Bros so desperate to be in business with Russell Brand that they huddled together in a conference room one day, frantically going through their library titles in search of alcoholic lead roles he could play?  ("Days of Wine and Roses... a little dark.  Clean and Sober... no, that's coke--too edgy.  Who's Afraid of Virginia Wolff... not quite yet.")  The new remake of ARTHUR only exists because playing drunks is what Brand does; it's not as though they were going to make the picture with Lindsay Lohan if he turned it down (although that might have been a more interesting movie). 

Even in 1981, Arthur was an anachronism, a throwback to the screwball comedies of the Depression era in which very rich people often lost their dignity but never their wit.  It was an enormous hit--$95M in the US alone, and those were 1981 dollars--and was the only film written and directed by Steve Gordon, who died just a year later at the tragically young age of 43.  (He was long gone in 1988 when the dreadful sequel Arthur On the Rocks came and went.)   It provided Dudley Moore with his signature role and John Gielgud with a lifetime achievement Oscar, as well as winning another for the inescapable Christopher Cross song.  

Both the original and the remake tell the same basic story:  Arthur is a not-so-young man born to a huge family fortune; he's spent his entire life drinking and carousing, chronically irresponsible but also, at the core, utterly likable.  His family pushes him to marry an equally wealthy woman, and it's just then that he meets the poor girl of his dreams, forcing him finally to grow up.  In the new version, there are some notable gender switches:  the butler who's cared for Arthur all his life (Gielgud) is now a nanny (Helen Mirren), and the parent
forcing Arthur into marriage is likewise his mother rather than his father.  A few supporting characters have been dropped, like Arthur's grandmother and the poorer girl's dad. The role of Arthur's enforced fiancee (Jill Eikenberry before, now Jennifer Garner) has been greatly expanded--she didn't even enter the original film until the halfway point--presumably to make the role appealing to someone of Garner's stature.  And some concession has been made to political correctness, as Arthur now eventually has to attend AA meetings as the price for being gleefully drunk, and even tries to work for a living when he decides to give up his fortune for love.


None of these changes are necessarily damaging in Peter Baynham's script.  But comedy is a fragile thing, and under the direction of Jason Winer (a TV veteran whose credits include the terrific pilot for "Modern Family"), the new film doesn't capture the fizz or charm of the original.  In 1981, the comedy was founded on classic New York verbal wit, and marvelous supporting players showed up in practically every scene (when Arthur buys some flowers, the florist is Lou Jacobi).  The love of Arthur's life was Liza Minnelli's Linda, a fast-talker not above shoplifting; she's transformed into Greta Gerwig's Naomi, who's been made idealistic and salt-of-the-earth (the police cite her only because she gives unauthorized, sentimental tours of the city), draining her of all humor.  Gerwig deserves better:  she comes from the mumblecore school of improvisational film and was the best thing in Noah Baumbach's Greenberg; here she mostly looks puzzled.   Mirren is, as always, impeccable, and she has better chemistry with Brand than either Gerwig or Garner, but she isn't permitted to be the implacable snob that Gielgud was, and softening the character dulls the movie out.  Garner's been given a lot of not particularly funny broad humor (in an odd shift, the original Arthur loved horses, while here Garner forces a terrified Brand to ride with her), and Nick Nolte as her bullying father (Stephen Elliott in 1981) is close to embarrassing.


But of course Arthur is all about Arthur, and the film rests on that actor's back.  Dudley Moore's performance was dotted with lovely grace notes and superb physical comedy; the delicate way he balanced a glass of Scotch on a rounded car bumper and checked if it was safe is a lesson in off-hand balletics.  Brand is essentially doing a PG13 version of the same guy he played in Forgetting Sarah Marshall and Get Him To the Greek (he's in danger of turning into Foster Brooks), and even though he gets his laughs, there's not a single surprising moment in his performance.  Worse, we never believe in the soulful innocence of his Arthur underneath it all--he just seems cynical and flip.  Brand gives us the TMZ version of Arthur.

A great comic structure is no small thing, and Arthur is far from unpleasant to watch, particularly when Mirren and Brand play off one another.  It's a decent enough piece of studio entertainment.  This time, though, too much gets in the way between the moon and New York City. 

(ARTHUR - 110 min. - Warners - PG 13 - Director:  Jason Winer - Script:  Peter Baynham - Cast:  Russell Brand, Helen Mirren, Greta Gerwig, Jennifer Garner, Nick Nolte - Wide Release)

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HOP: Easter Egg Over Easy

Watch It At Home

People complain that Hollywood doesn't take risks, but Universal went and hired the director of Alvin and the Chipmunks to make a movie about a musical-minded, free-spirit digitally animated character who upturns the life of an ordinary guy... talk about pushing the envelope!  (In fairness, Alvin was a chipmunk singer, while EB is a bunny who plays the drums, so you couldn't actually confuse the two.  And Alvin had brothers.)  Facetiousness aside, the only hit Universal's had in the past couple of years was Despicable Me, and so the new HOP is not only produced by the Despicable production company, but it combines strains from Alvin, Despicable and Willy Wonka & The Chocolate Factory for a hybrid that's predictably synthetic but mildly, inoffensively entertaining.  

In the mythology of Hop, the Easter Bunny is a hereditary title, passed to the next generation along with magic powers and control of a giant candy factory.  (Which is located on Easter Island--there's wit for you!)  The visuals of the factory look like the Everlasting Gobstopper room must be just around the next corner, but instead of Oompa-Loompas, the menial labor is performed by chicks, who act more or less like the Minions in Despicable Me.  The current Bunny In Chief (voice of Hugh Laurie) has an untrustworthy chicken assistant (Hank Azaria), who schemes to take over when Bunny's plan to turn over things to his son EB (Russell Brand) are scuttled when EB flees to LA so he can pursue his dream of being a drummer instead of running the family business.  By now, you're probably wondering who wrote this thing:  script by Cinco Paul, Ken Dauno (both of whom also wrote Despicable Me) and Brian Lynch.

Anyway, EB fairly literally runs into Fred (James Marsden), who after the initial shock of meeting a digitally animated bunny who talks like Russell Brand and plays the drums, settles down to becoming EB's best buddy.  Oh, and Fred is crazy about the Easter Bunny, since catching a glimpse of him as a child.  Which is good, because the evil Azaria is leading a revolution back on Easter Island--and frankly, as real-world monarchs and Presidents-for-life topple around the world, it would be easy to favor some regime change for the oppressed chickens against their ruler rabbits, except that Azaria pecks all the digital scenery in sight as the Spanish-accented (?) villain, making it harder to support NATO intervention here.
In a year that's given us Mars Needs Moms and Wimpy Kid 2, Hop is at least moderately pleasant to watch.  Brand is actually a good choice as an animated lead--obviously the PG rating doesn't let him do much of what he normally does, but he has the ability to make his lines sound a bit spontaneous. The humans, though, are utterly bland:  Marsden, who was--sorry--charming as the clueless Prince in Enchanted, can't get anything going here, and even reliable actors like Gary Cole and Ellizabeth Perkins are left hanging.  Don't ask about the cameos by Hugh Hefner (bunnies, get it?  I said BUNNIES) and David Hasselhoff.

A Hollywood irony:  although the whole focal point of Hop is Easter (albeit a totally non-sectarian one that according to the dialogue started 4000 years ago), Universal clearly didn't have any faith in the picture competing with Fox's Rio, which opens April 16.  So Hop is reaching theatres 3 weeks before the holiday, and will probably be mostly gone by the time that day arrives.  It's never too soon for the kids to learn about release schedules.  (For more on what goes into movie scheduling, see Mitch Metcalf's article here.)

(HOP - Universal - PG - 95 min. - Director:  Tim Hill - Script:  Cinco Paul, Ken Duano, Brian Lynch - Cast:  Russell Brand, James Marsden, Hugh Laurie, Hank Azaria - Wide Release)

--Mitch Salem

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