Monday, July 11, 2005

Why Avi Arad is a Genius

Well, I couldn't stand waiting anymore. I went out and watched Fantastic Four. For anyone interested, Robinson's Supermarket has a great deal going on. For every three hundred pesos worth of groceries, you get a movie pass that entitles you to see a movie free, the only catch being that you have to purchase at least P50 worth of snacks at their snack bar and pay a P3 tax. OR, if you have a companion who buys a regular ticket, you get in free. Nice. My wife and I can now afford to see about five movies or so for roughly P50.

This is not so much a review as it is a commentary on the fact that the Four opened at number one this weekend despite almost uniformly terrible reviews.

First, though, I'd like to give my take on the film. Well, being a fan I cannot flat-out denounce the movie as bad. I just can't, even though so much of it...well, is. There's a lot to like about it so all I'll say is that it could have been sooooo much better.

Anyway, the real star of this piece is not so much the movie as it is Marvel movie chief Avi Arad. I dare say he is Hollywood's next uber-producer, much in the mold of Jerry Bruckheimer. I say this because he has sold a movie that seemed impossible to sell and has proved a theory that many have long held: that the only people whiny fanboys who bellow on the internet speak for are...themselves.

One appreciates the success of the movie, even in the face of nearly universal critical rejection and fanboy whining, after finding out just what kind of Calvary its makers went through to get it off the ground. After ten years of false starts at Fox, and even in spite of the runaway success of the Spider-Man and X-Men franchises, the producers could not even snag an a-list (or even b-list) director, decent stars, or even a decent effects house. And apparently Fox was keen on finding the next X-Men, whether or not they had assembled the talent to pull one off, so the movie was shoved into a summer 2005 playdate, where it would face heavyweights like War of the Worlds and a re-tooled, much ballyhooed Batman prequel (reboot?).

Four had absolutely nothing on these movies in terms of the pedigree of their cast and crew, or production value, or even hype, even after attaching trailers to Star Wars: Episode III. So Avi Arad was faced with the daunting task of selling snow cones in Siberia. How did he do it? Simple. He asked himself: what does our movie have that theirs don't? And the answer came to him: fun. It has a fun, upbeat vibe, which is nearly nowhere to be found in the exploration of Batman's rather violent, albeit well-told, origin, and the wanton destruction of the earth by giant tripods.

And hot damn, as ridiculous as the movie sometimes is, it is a lot of wacky fun, in the vein of Brendan Fraser's Mummy movies, which entertain even despite atrocious acting and effects. The dynamic between the Thing and the Human Torch (who seems to have taken the lion's share of the special effects budget) is right out of the comics, and it's a joy to watch.

And that translated to mucho bucks at the U.S. box-office, namely a $56,000,000 number 1 opening last weekend. Genius. Of course, the future drop-offs are anyone's guess, but given that Arad's expectations for the movie were pegged at $100 million in the U.S., that 's pretty much mission accomplished.

Yes, indeed, the next Bruckheimer, with both classy and less-than-classy hits under his belt...

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