As prestigious as it is controversial and potentially lucrative, Todd Phillips’ hard-R drama presents the studio with a unique challenge: how to lure audiences to a disturbing and acclaimed movie in a country where mass shootings are commonplace.
to the studio asking that it lobby for gun reform and donate to groups that aid victims of gun violence. Even the marketing materials forpromo and I see a picture of the killer," says Sandy Phillips, whose 24-year-old daughter, Jessica Ghawi, was among those slain.
Nevertheless, security at the L.A. premiere was heightened, and the U.S. Army and L.A. Police Department have said they will be on alert whenopens Oct. 3. "The question is, are people going to feel safe going to the movies?" asks a rival studio executive. This isn't the only time a studio has contended with recent events affecting the reception for a film — in August, Universal canceled its release ofFight Club"We live in a toxic environment, even worse than 20 years ago," says Bill Mechanic, who was running Fox at the time. "There are social and moral responsibilities to be non-exploitative, and we went out of our way to do that, to not glamorize the violence.
In a departure from the action shots and superhero logos that typify materials from the comic book genre, the studio started its marketing with a plaintive image of Phoenix in character posted on Phillips' Instagram account. An early trailer featured Phoenix's crying face after his character is knocked down by bullies as Jimmy Durante's melancholy version of the song "Smile" plays. Posters and billboards also have highlighted the actor in moody, close-up images.
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