If you questioned film-goers as to which film series they’d like to see another sequel, Men in Black would not be their first choice. However, these same folks will settle for one if it serves as a passable refuge from the stresses surrounding the holiday weekend. By the time Memorial Day Monday arrives, any morsel of entertainment will suffice as long as it provides a temporary reprieve from the visiting relatives who can’t stop belching after their fourth hot dog, third serving of baked beans and an excessive amount of alcohol.
Despite many obstacles–such as a decade-long dormancy–the cash-strapped Sony Pictures have produced a third film (opening on Friday). The MIB fans don’t have the same obsessiveness (or volume) as The Avengers community; falling into much a smaller pack–like those who worship Babylon 5 and Aqua Teen Hunger Force. A good chunk of today’s children won’t even recognize K and J, so they certainly won’t show up at the ticket booth in costumes composed business suits and cool sunglasses.
And yet MIB III is still projected to do very well–domestically and internationally. The main contributors to its success: Will Smith (the largest movie star in the world), aliens (proven assets for both The Avengers AND, to a lesser degree, Battleship) and ogles of 3D effects.
Although the 3D hype has worn out its welcome in the United States, it’s on the rise in foreign territories like China. When the film was first announced, the utilization of the third dimension (I’m not referring to the characters) was not-so-subtly implied by its original title: Men in Black 3D.
The 3D effect and its inflated ticket prices have increased the once-dead franchise’s odds of earning a profit.
It’s a little sad that the huge Memorial Day blockbuster relies so strongly on the commercials rather than the fan enthusiasm–which has been diluted since the disappointing MIB II from 2002. Many film-goers were content with K and J holstering their noisy cricket pistols forever.
However, Sony has assembled the figures and all signs predict a profit for newest MIB–none of which have any reflection on the quality. Instead, there were focus groups and precise calculations. The check list includes:
- Will Smith’s popularity
- Family-oriented
- 3D craze
- Aliens
- Comedy
- Sci-Fi
- Action
- Hot chick
- Brand recognition
- Famous actors impersonating other famous actors
- Anachronistic jokes (misplaced time travelers)
- Famous New Zealander cast as villain
- PG-rated rap music video tie-in (deduct a point for not using Will Smith again)
- Toys, toys, and more toys!
- Video game tie-in
- Option for at least three more sequels
- Steven Spielberg as executive producer (for doing nothing)
Even though the early reviews are above average, I cannot chew on the hype surrounding a third Men in Black, even if Josh Brolin chimes in a pretty solid Tommy Lee Jones impersonation (judging solely by ads).
I don’t know whether Men in Black III will dazzle the audiences this weekend, or merely appease them. Let’s pretend that the reviews are not in and we no preconceptions at this stage–how excited would you be?
If the film does well, all credit is due to the marketers’ ability to showcase the factors that entice families and appease their children’s obsession with 3D gimmickry. In a world where good ideas still permeate and possible sequels to other films (like The Incredibles) would be more intriguing, I’m disappointed to see Hollywood once again to resort to figure overheads rather than what we really crave. So, this weekend I’ll be wearing my black sunglasses only to divert the sun–not the memory erasers toys–on a sandy beach, buzzed and downing my fourth hot dog, dreading the arrival of Will Smith’s next project requested by no one–Hancock 2.
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