My second post devoted to the movie Precious was going to be about how Tyler Perry should consider leaving the director’s chair alone for a while and funding more smaller projects by black directors other than himself. It could really show Hollywood the real scope of his power.
Then I started seeing the new cut for the Precious Ad. I couldn’t find a video to show you all (but if you can find it hit me up!), but in summary it is basically a mashup of all of the main character’s happy daydreams with Mary J’s “Just Fine” playing in the background.
Now I understand the idea of marketing and doing whatever it takes to get more people to pay money and see the movie, and I realize that it’s the way that business works.
But what I didn’t understand was the complete 180 that was made in the marketing of this movie. I read Push well before watching the film so I knew not to expect a lot of happy moments. What I worry about are people who have never read the book nor know much about the movie seeing these new ads and expecting the movie to be a happier, more hopeful story. It’s pretty misleading if you ask me.
Some of you know that I’m a PR/media professional by day, and so the media geek in me is wondering if this move by the movie marketers was a good one. Sure, it might get more people to the box office, but what good is it if some folks won’t be informed enough to know not to expect a happy, more hopeful film? To me, this makes as little sense to me as Lee Daniels recent comments.
Some guy came up to me at a screening that I was at recently and he told me that he, um, was sexually abusing his 14-year-old daughter,” said Daniels. “That’s what he told me. And he was crying. To me, that is the award. There is no award on this earth that can get a man to admit that. So to me, that is my award. My award is healing. You know what I mean? I want to be acknowledged or whatever, but I’m happy with people healing.”
There was one thing that was severly lacking from Daniels’ little story: the part where he reported this man to the police. What sense does this make? I hate to think that Daniels was so immersed in his own ego that he didn’t think to do the right thing and PROTECT THAT CHILD.
One criticism of the movie I agree with is that they didn’t give enough space in the film to talk about the social and political implications of WHY Precious lived the way she lived. Why did she think lighter skinned people were more beautiful with lives worth living? Why was she obese? Why did her mother abuse her and allow for her husband to rape his own daughter? None of these questions were answered through a sociopolitical lens, and that to me is a bigger marketing fail than the ads I’ve discussed earlier in this post.