From
The LA Times
R-rated comedies, often box-office busts, are making a comeback,
thanks to big DVD sales. When New Line had its first research screening
of Wedding Crashers in Pasadena last fall, the studio knew it had
a potential hit on its hands. The madcap romantic comedy, which stars
Owen Wilson and Vince Vaughn as a pair of lovable rogues who get their
kicks from partying at stranger's weddings, got a resoundingly
enthusiastic reception from a theater full of young moviegoers.
One of the studio's only concerns about the film, which arrives July 15,
was its rating. The film's director, David Dobkin, was contractually
obligated to deliver a PG-13 movie, largely because R-rated comedies
today rarely perform as well as PG-13 films. But when the audience
filled out a research survey after the screening, most of the scenes
they checked off as their favorites including one featuring a furtive
sexual act performed under the table at a formal family dinner put the
movie into R-rated territory.
New Line's decision to release a potential summer comedy blockbuster
with an R rating has raised eyebrows at rival studios. In recent years,
thanks to political and demographic pressures, the R rating has been in
a precipitous decline. Since 1999, when R-rated movies made up 41% of
all box office, the R-rated business has dropped 30%, while PG and PG-13
films have risen considerably. The drop in R-rated movies has been
especially dramatic since Hollywood chieftains were hauled before
Congress in September 2000 following the release of a scathing Federal
Trade Commission report accusing entertainment companies of cynically
marketing R-rated movies to children.
The numbers speak for themselves. According to data compiled by
Exhibitor Relations Co., since the 2000 congressional hearings, 15
comedies have made more than $115 million at the box office. Only one,
American Pie 2, had an R rating. 2004 was an especially miserable
year for R-rated comedies. Eurotrip, The Girl Next Door, Harold &
Kumar Go to White Castle and Team America: World Police were
all box-office disappointments, with only Team America making
more than $20 million in its theatrical release.
Studio marketers say the R rating puts them at a clear disadvantage.
Many exhibitors are reluctant to play trailers for an R-rated movie in
front of a PG-13 film. Even worse, R-rated humor is verboten in TV
commercials, so it's impossible to show a film's raunchiest scenes on
TV.
Despite these restrictions, the R-rated comedy is beginning to make a
comeback. Wedding Crashers will be followed in August by Deuce
Bigalow: European Gigolo, with Rob Schneider, and The 40-Year-Old
Virgin, starring Steve Carell. More R-rated comedies are due early
next year.
The reasons for this mini-comeback are simple. In recent years, the real
action in the movie business has shifted from theatrical box-office to
DVD sales, which now make up more than 60% of studio revenues. One of
the hottest profit centers is a new genre devoted to raunchy "unrated"
DVD versions of R-rated films. As The Times' Elaine Dutka reported
recently, the unrated versions of such R-rated comedies as Bad Santa,
Harold & Kumar and the American Pie series accounted for
nearly 90% of their video sales.
This trend speaks volumes about the tendency in America to say one thing
but do another. People claim they want wholesome family entertainment,
but the big money on the Internet and in pay TV comes from pornography.
In the rare instances when a studio puts out a feel-good valentine, like
Because of Winn-Dixie or My Dog Skip, the movie dies on
the vine. For all the talk of our country's obsession with moral values,
nothing succeeds with the American people like the salacious promise of
a little extra nudity or hanky-panky in their DVD packages.
This unlikely boom in raunchy videos has been made possible by the fact
that the Motion Picture Assn. of America, which rigorously regulates the
ratings of theatrical films (and, just as important, their trailers and
TV spots), has taken a see-no-evil, hear-no-evil approach to the video
marketplace. Former MPAA chief Jack Valenti, who still oversees the
ratings board, told Dutka that as long as the packaging is honest, he
has no problem with unrated movies. Apparently the same goes with
Wal-Mart, which has long refused to carry hip-hop CDs with parental
advisory warnings but now happily stocks unrated DVDs, at least as long
as they are assured by studios that the videos would be rated R if they
had received a rating.
In fact, all of those R-rated comedies that underperformed at the
box-office last year were big hits in their DVD release. Kornblau says
the American Pie DVDs, largely on the strength of sales from
unrated videos, are the biggest-selling home-video franchise in the
studio's history. American Wedding, the third installment in the
series, had a 20-minute bachelor party sequence that was scripted
specifically for the unrated DVD. It's a no-brainer to imagine that, as
this becomes standard practice at every studio, R-rated films will enjoy
a renaissance.
In the long run, thanks to the arrival of an assortment of new
technology, most of these ratings issues will probably lose most of
their relevance. The studios have already quietly found ways to
disseminate R-rated marketing material across the Internet. Soon kids
will be watching hi-def movie trailers on their 3G cellphones. It won't
be long before they'll be seeing the movies themselves on some kind of
hand-held video device. Unless the studios feel heat from Washington,
most of these areas will remain outside the enforcement capabilities of
the MPAA's ratings board.
Despite New Line's jitters about marketing Wedding Crashers, you
can bet the studio will make its money back selling an unrated DVD of
the movie. In America, if something is forbidden fruit, you'll always
find plenty of people eager to take a bite out of the apple.