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ISSUE APRIL 21, 2003
CINEMA: BRINGING DOWN THE HOUSE
Winning Colours
A black heroine, a white hero. Their comedy that
grossed over $100 million is a personal best for producer Amritraj.
By Anil Padmanabhan
The
Spago restaurant at Sunset Boulevard is where the stars of that rarefied
space called silver screen like to hang out and be seen. Famous for its
"California Cuisine" and designer pizzas and pasta, it is an
integral part of Hollywood's glitzy life. When Ashok Amritraj pulled up
his chair for dinner on March 7, his thoughts were on the mini-celebration
of the latest movie from his stable, Bringing Down the House.
BLACK-AND-WHITE FUN: Latifah (top) and martin
in Bringing Down the House; Amritraj (below) on the job
Before coming to the restaurant, he had just got word from his marketing
team that the movie was on its way to be the No. 1 opener that weekend.
It had been a big relief. After having seen a relentless ad campaign from
the competitor, the Bruce Willis-starrer Tears in the Sun, Amritraj was
expecting the worst. However, Bringing Down the House-co-produced by Hyde
Park, the Amritraj venture, and Disney Films-literally brought the house
down with its comedy on an odd couple.
Just after Amritraj ordered pasta for his wife and pizza with special
chilli sauce for himself, his cell phone rang. The exit polls at the cinemas
were giving better results than expected and the late-night shows as well
as Saturday night might pack a pleasant surprise with house-full screenings.
All of a sudden, the Francis Coppola red wine tasted better than ever
before. "It is a weekend I will like to relive. I was very tense
at that point in the restaurant. Whenever I turned on the television,
all I would see were commercials of Tears in the Sun. I was getting paranoid,"
says Amritraj.
He need not have worried. Bringing Down the House, released in 2,801
theatres, returned an opening weekend collection of $31.1 million, leaving
the Willis-starrer a poor second at $17.1 million. In Bringing Down...,
Steve Martin plays an uptight attorney who gets to meet an ex-con, played
by Queen Latifah, through a blind date. The comedy, starring a white male
lead and an African-American as female co-lead, turned out much better
than what the film industry had expected.
The film appealed to many ethnic groups. According to boxofficeguru.com,
53 per cent of the audience were women and 55 per cent were over 25 years.
The responses were extremely positive, an incredible 98 per cent who viewed
the film rated it "excellent" or "very good"-clear
indications that the weekend performance was not a flash in the pan. In
March, Bringing Down the House generated the fourth largest opening ever
following Ice Age ($46.3 million), Blade II ($32.5 million) and Liar Liar
($31.4 million).
The movie that touched the $100 million mark last week-after having been
on the top of the charts for a record three weeks in a row-had crossed
$115 million on the last count. The final collections of Bringing Down
the House are expected to aggregate $140 million. An amazing run for a
movie, which cost $35 million to make and another $30 million to market.
The producers are now wondering how the movie will perform worldwide after
the fantastic run in North America. It may well be that the movie's appeal
is to the peculiar demography of the United States and may not curry the
same influence elsewhere.
Industry watchers feel that the movie's appeal is the odd-couple theme.
"It cuts across racial lines. And, it is a comedy that makes good
watching," says Gitesh Pandya of boxofficeguru.com.
TWO MUCH: Jean-Claude Van Damme (left) and
Amritraj on the sets of Double Impact
Amritraj believes that the timing of the film's release was favourable,
at least where the box-office earnings are concerned. With the United
States engaged in the Iraq war and wary of potential terrorist strikes,
a two-hour entertainment is just what the doctor prescribed for anxious
citizens. "I think it (box-office collections) had a lot to do from
a timing standpoint. The reaction was just the opposite when I opened
Bandit a year-and-a-half-ago," says Amritraj. "Though we opened
at No. 2 at the box office we lost a bunch of money because it was right
after 9/11. And once you booked theatres and spent $30-35 million in advertising,
you could not move the date. Sometimes these things work for you and sometimes
against."
He may have a point. Bringing Down the House is just the latest in a
series of hit comedies that have attracted huge audiences this year. Box-office
collections for Just Married, How to Lose a Guy in 10 Days, Shanghai Knights,
Old School and Bringing Down the House are poised to cross $400 million.
However, another comedy, The Guru, starring a male lead of Indian origin,
Jimi Mistry, and an American actress, Heather Graham, in the female lead
did not fare so well in North America though it did well in the UK and
India.
Tracy Jackson, scriptwriter of The Guru, believes there are several reasons
why Bringing Down ... scored and The Guru failed. "Both are inter-racial
comedies but Bringing Down the House is a more mainstream movie with big
stars, which always give it a leg-up," she says. "It is very
hard for big studios to market niche movies like The Guru. Even the posters
for Bringing Down the House look provocative but do not venture into dangerous
territory. Parts of America are not comfortable with inter-racial love
stories."
The difference between the two movies is that The Guru-despite being
a niche movie-took a chance and ended with the hero and heroine riding
off into the sunset. In contrast, Bringing Down the House deals with secondary
inter-racial relations. "The best comedy is offensive. In The Guru
we poked fun at everybody. And, somebody would be offended," adds
Jackson.
For Amritraj, Bringing Down ... is also a personal best. And all the
more special because its success comes as he completes exactly two decades
in Hollywood. It has been a long journey for him-from Chennai to the global
tennis circuit where he played along with his elder brothers, Vijay and
Anand, and then eventually to Los Angeles. "There are not many people
who can say they played at the Wimbledon and the US Open and have also
made movies in Hollywood," says Amritraj.
His attraction to Hollywood was inevitable, it was something he always
wanted to be part of. "As I went along in my tennis career I made
it a point to get to know a lot of people in town," says Amritraj.
And, it helped him switch to big screens from centre courts. "I was
able to talk it through with friends like Sidney Poitier and Charleton
Heston. They were big tennis fans who would come to watch a lot of games,"
he adds.
Finally, after talking to his family, and taking advice from big brother
Vijay, he took the plunge into movie making. The first five years he knocked
on many doors but did not get a movie made. While his tennis reputation
and contacts opened studio doors for him, it failed to translate into
anything on the screen. "Hollywood makes you pay your dues. No matter
where you come from, whatever you are great in, whether you are a star
in another field or another country, in Hollywood you start from square
one," says Amritraj. "It takes tremendous focus, discipline
and perseverance to climb up the ranks. It is very rare that you just
walk in and the lights shine on you. What to you may seem like an overnight
success has taken me 20 years to achieve."
But as he sat at the Spago with wine in hand, those years faded away
and the winking bubbles would remind him only of the house lights. A heady
feel of success remained.
INTERVIEW: ASHOK AMRITRAJ
"The film has been playing across
all races"
The movie, Bringing Down the House, has
topped the charts in the US and crossed $100 million in the box
office. Chief of Bureau (New York) Anil Padmanabhan talks to Ashok
Amritraj, the producer of the film.
ROAR OF SUCCESS: Amritraj at the MGM
studio where his Hyde Park Productions is housed
Q. Did the box office success of Bringing Down the House match
expectations?
A. For three weeks in a row we have been on top. It has been unbelievable.
I thought we had a terrific comedy. Steve Martin and Queen Latifah
are doing what they are so good at. Our exit polls-we do a tremendous
amount of research -show that one of the reasons the movie is doing
so well is because it has been playing across all races and colours.
The Caucasian and the Latino audience have come in droves, and so
have the African-Americans. The other reason is the state of the country
and the war. When everything is down, dark or grey, people want to
go out for entertainment. They like to go for comedies and have fun.
Q. Then Saddam Hussein is the surprise hero.
A. (Laughs loudly) I won't go that far. There are a lot of factors
at play when a movie does this kind of extraordinary business. One
of the things is that this is an old-fashioned fun film. Hollywood
used to make these movies where a person enters another's life,
she turns his life upside down and by the end of the movie both
the characters end up changing for the better. Frank Capra used
to make these movies. This is that kind of a film, a wonderful feel-good
kind of a movie and I think the audiences have responded to it.
Q. What was the budget for the movie?
A. A little under $35 million. In today's world, this is quite
a reasonable budget.
Q. You have broken even already.
A. We have. In a movie of this kind you don't have stars who
own a large portion of the profits. It is not the case if you have
a Mel Gibson or a Tom Cruise. Steve has a part of the profits, but
nowhere near what one of the $25-million stars would make. So, this
is a home run in many ways for Disney and for me.
Q. How was the cost apportioned between Disney and you?
A. Usually my movies are co-financed. For this film, Disney
put up most of the money. Bringing Down the House was an idea brought
to me two-and-a-half years ago as a spec-script (a script written
on speculation) called jayobabe.com. Latifah was our first choice
for the female role. Once we got the script to where Disney and
I agreed the movie had to be made, we decided to approach Steve.
To me, he was the guy who could play the white-bred character. We
needed a contrast for Latifah. Which is what makes the movie work.
Q. Do you believe the movie succeeded because it transcended
racial stereotypes?
A. Definitely. There are very few movies that walk the thin
line between an African-American lead and a white counterpart. So
we were rewarded.
Q. The Guru was a similar experiment-it had an actor of Indian
origin and an American actress. But it didn't do so well.
A. Movies like The Guru are hard to compare with my movie, for
one simple reason. Mainstream Hollywood films open in 3,000 theatres
and cost anywhere upwards $85 million. Guru opened in 90 theatres
and did not get a good marketing push because it was a niche movie.
Like Bend it Like Beckham or Monsoon Wedding. None of this is to
say that these were not done by interesting filmmakers. But it is
only when you exceed at least $25 million in the full run of the
movie that you are in the crossover business. Then, it is no longer
a niche movie.
Q. How did your Indian heritage play out in all this?
A. Indian culture has been a key ingredient in my success in
the last 10 years. I consider myself extremely lucky to do school
and college in India which gives you a great foundation. The family
values and the priorities that you get growing up in India, you
can't get anywhere else in the world. It is the combination that
worked. I would not have been the person I am if I had just grown
up in America. A lot of independent houses have folded up or are
in trouble. In Hollywood there are probably about three companies
that do what I do-working on a level footing with the studio, co-financing
and producing with the studio. The others are either owned by studios
or out of business. So much of this achievement comes from the fact
that I am different.
Q. Do you believe that Indian cinema has a chance in Hollywood?
Or is it a pipe dream?
A. There is a terrific amount of talent in India and they are
getting there. The young generation is approaching things the right
way. It is difficult for me to comment on the workings of Indian
cinema. But there is a lack of great writers. Either there are writer-directors
or there are guys who take ideas from western cinema.
Q. Where do you go from here?
A. I am probably having the best time of my life. It has been
an amazing run. I grew up dreaming of Hollywood. And, today many
of the people here are my good friends. What else can a kid from
Chennai hope for? I want to keep doing what I am doing. Making movies.
We are shooting a movie, Raising Helen, directed by Garry Marshall,
who directed Pretty Woman. It is a wonderful comedy starring Kate
Hudson and John Corbett (who was the lead in My Big Fat Greek Wedding).
After that I switch to MGM and we make a movie in July called Walking
Tall, starring Rock.