With Grindhouse premiering on the Starz Movie channel this month, it's time for SE&L's Spring Break to revisit a April 2007 look at the film's box office failure.
Dear Weinstein Brothers. We know things aren't going particularly well for you right now. After severing ties with the notoriously bothersome House of Mouse and striking out on your own, you've found nothing but roadblocks in your Neuvo Miramax highway to success. Your recent releases have all underperformed, and now, that 2007 tent pole, the fascinating Quentin Tarantino/Robert Rodriguez retrofest Grindhouse is being buried under a bounty of bad press. The entertainment community, desperate to see you fall on your flabby behinds, has come after you like sharks on a wounded whale, and the foreseen flopsweat is ripe with potential failure. It's gotten so bad that you've even been thinking of taking both movies, expanding their individual running times, and releasing them as separate cinematic experiences.
Guys….guys…guys…calm down. Grab a bottle of Artesian spring water, a couple of prescription sedatives, and rest for a while. The LAST thing you want to do here is split apart this already intriguing return to the drive-in dynamic of three decades ago. Film fans of a certain age and demographic get what you were going for and really appreciate the time, talents, and tenacity you showed in getting it released. This was never going to be an easy sell – for one thing, Tarantino and Rodriguez are Grade-A certified geek meat if ever audiences tasted same. Their projects are propelled from a dork driven place so deep down inside their idiosyncratic ideals that basement dwelling film nerds feel unworthy in their presence. If you thought you were about to make mega-bucks with these oddball directorial dweebs, you must have been smokin' screener copies of Shakespeare in Love.
Grindhouse was destined to be a tough ticket for numerous, obvious reasons. You're dealing with horror and other genre elements, facets that most film fans tend to kvetch over, and critics can't understand or appreciate. Next, you're dealing with a category of cinema that few comprehend, let alone welcome. Ask someone what they think of exploitation, and you're likely to get the regurgitated opinion of some overly academic dickweed who doesn't cotton to any aspect of the raincoat crowd. Add in the uneven tone, the tendency to associate the entire project with the outer fringes of major mainstream motion pictures, and the lack of genuine buzz (thank you so bloody much, 300!), and you've got a dead on delivery dud. Even if you gained a 100% "fresh" rating over at Rotten Tomatoes, audience ennui would be enough to give your business plan agita before the Friday estimates were released.
But this doesn't mean you give up. You shouldn't conform to a viewing going public too dumb to fathom what you're doing. As a matter of fact, the failure of the film has nothing to do with what's up on screen. Grindhouse remains a witty, inventive, highly satiric, and gross as all get out experience that's practically overpowering in its artistic energy and invention. Tearing it apart and turning it into a crude competition of sorts (and between Rodriguez and Tarantino, one can almost envision where your cash is landing) will destroy everything your filmmakers fashioned. And let's not forget the fake trailers. Those who participated in making those marvelous mock ads deserve some respect as well. Yet the question becomes, how do you solve this seemingly impossible problem. How do you make audiences interested (or in some cases, re-interested) in a title already tainted by a group of jaded journalists? The answer, oddly enough, is right in front of you.
Like the fabled producers of old, the men who made exploitation the historical hinge for all post-modern cinema, you can't take failure as the final response. David F. Friedman, Dan Sonny, Harry Novak and Bob Cresse didn't make mountains of money – and a ballbusting reputation - by moping around the minute the public rejected their efforts. No, they reinvented these projects, using the standard carnival barker approach of bait and switch to change the perception of their problematic productions. Sure, this SOUNDS like what you want to do, but there is a big difference between cutting your losses and trimming the fat. These men made their all important names out of never failing the public, by understanding what the people prefer, and more importantly, what they'd be willing to pay for. If a standard sexless thriller didn't work, they'd tack on a scandalous 'square-up' reel to increase the erotica. If the horror wasn't high enough, more blood drenched gore was quickly inserted. Entire films were re-edited, sequences reshoot, and plotlines changed to find the right combination of salable shuck and jerryrigged jive.
So, following this pattern, here's what you should do. First, pull this daring double feature from the theaters before more self-styled pundits can piss all over it. Take stock in what you have already available in cutting room trimmings and existing tweak time, and get your auteurs involved. Make them part of, not the reason for, this process. Don't dawdle over money or creative control – the ship is sinking and the rats have already ponied up and abandoned you. Look to the future – say the end of August/beginning of September – and get your accessible forces poised for war. It's going to be a long and involved process, but in the end, you could be looking at 300 style returns at the end of the day.
In the case of Planet Terror, reinsert the "missing reel" sex scene between Rose McGowen and Freddy Rodriguez, turn the Bone Shack into a combination barbeque pit and badass biker bar, let the chopper riding rejects rumble with some good old fashioned fisticuffs, give us more of the stoic stripper storyline (including lots of shots of nubile naked torsos) and then tell Robert Rodriguez to remove a little of the freak show spectacle. Granted, no one enjoys mindless bloodletting as much as this considered critic, but fountains of grue spouting over and over again can get a tad, well, old. Instead, how about more of those amazing moments when deconstructed corpses are examined in nasty, nauseating detail. In a world awash in CGI chum, physical effects can really help you stand out. Besides, nothing will sell the fright flick facets of this production better than more shots of Fergie's hollowed out head.
As for your main man QT, tell that diva director to turn down the chatter. The dialogue in Death Proof is amazing, the kind of potent palaver that Tarantino carries Oscar gold for. But in a film that's a self-described "slasher flick", what we need is more slice and less nice. Listening to girls gossip and give their unique opinions of sex and self within the context of a killer action thriller is like featuring random shots of kittens during a snuff film. Trim a few minutes of their minutia driven confabs, give Kurt Russell more lines (he is an endlessly fascinating character who we need to know more about) and provide another stellar suspense sequence like the one where the car's characterization is proven on Rose McGowen's unsuspecting person. Make it lean and mean and you'd have one amazing movie on your hands.
Finally, find a few more famous filmmakers willing to give you some new and novel trailers – perhaps approach members of the referenced and revered like John Carpenter or Herschell Gordon Lewis. And then tell the MPAA to go to Hell. That's right, thwart convention. Take a stand for all lovers of cinematic extremes. Position yourselves as the artist's advocate, and let the marketing challenge chips fall where they may. It's going to take you a good few months to get the interest level back up again, and to purge the perception of failure from almost all elements of this movie. Again, breaking them in two won't do that. You'll just double the disgust, making movie fans, in their mind, choose the lesser of two unexceptional evils. To revamp awareness and create curiosity, you have to reposition everything about your concept.
And the only way you can do that is via education. Time to teach the public what they obviously do not know – that is, that exploitation rewrote the motion picture roadmap. It created a freshness and openness that most filmmakers never even considered. Better yet, when foreign films couldn't find a footing on American shores, the Grindhouse gang rescued these movies, exaggerated their simplistic sexual freedoms, and turned the arthouse into the cathouse. Recognize that you're going to have to do a lot of explaining and hire someone happy to oblige – say Something Weird Video's Mike Vraney, or Psychotronic's Michael Weldon - and walk the viewers through a short lesson in the genre's mesmerizing history. Get the remaining members of the 40 Thieves together for a series of interviews, or better yet, have IFC, Sundance, Encore, or any other cable channel that's willing to work with you do a series of Grindhouse specials. Showing a certain style of movie once a week won't cut it. You need constant coverage of the category with input from the people who provided the foundation for your post-millennial homage.
Then, create a documentary mini-series. Get QT and Rodriguez to go coast-to-coast, roadshowing their new versions in a day long grindhouse extravaganza. Let them position their films midway through, and then surround them both with a dawn to dusk collection of classics, cult faves and unknown gems. Toss in a few real trailers, a bunch of those clever, kitshy ads from the era, and make it a magnificently misguided marathon. Turn it into the Lollapalooza of b-movies madness, a real event that will proceed the regular theatrical showing. Of course, this is just the suggestion of someone who loves the original double feature and would hate to see it die from what appears to be a predetermined desire to see you fail. You've worked your magic on other minor efforts before. Here's your chance to show the entire world that you can, and do, mean business. You can't let audience apathy wear you down. Grindhouse is a good movie. Now it's time to convince everyone else of that fact.