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.