Warners' films: Movie overboard!

Guy Ritchie's upcoming gangster film, "RocknRolla," is due to be released by Warner Bros. in early October. So why was the film's producer, the inimitable Joel Silver, showing the film to executives at Lionsgate and Sony Pictures?  According to my colleague John Horn, Silver said he was screening it for other studios to get their advice about marketing and release plans for the picture. You can imagine how tickled Warners' marketing staff must've been, hearing the news that the studio's top producer was out soliciting ideas about how to sell his picture from rival studios.

A more likely scenario is that Silver is looking for a new home for the movie; a top executive at one of the studios said it was clear Silver was looking for a buyer for the film. People who've seen the film say it's not bad at all. But as Warners goes through the arduous process of absorbing two dozen or so New Line films into its distribution system, the studio simply has too many movies to release, so it's starting to pick out the weak calves from the herd.

Sources say Warners has also been shopping around "Slumdog Millionaire," a Danny Boyle-directed drama about a kid from the slums of Mumbai who has an amazing run on an Indian version of "Who Wants to be a Millionaire." The film, whose U.S. rights were acquired for $5 million by Warner Independent Pictures, is good enough to be accepted at this fall's Telluride and Toronto International Film Festivals. But Warners is unsure of its commercial prospects. The film, originally slated for release Nov. 7, has now quietly been bumped to next year. Warners is also open to offers on a third film, "Pride and Glory," an Edward Norton and Colin Farrell-starring drama about NYPD officers made by New Line that was initially slated for release by New Line this spring but bumped from the schedule.

What's going on here? I went to Warners chief Alan Horn for some answers:

"RocknRolla" was financed by Silver's Dark Castle Entertainment, which has delivered a series of low-budget horror films to Warners, including "The Reaping" and "House of Wax." Silver's deal entitles his films to a 800-screen wide release, but Warners ultimately decides how much of a marketing spend it's willing to risk on the film. In the past, when Warners had concerns about a film's commercial prospects, it has tried a limited three-city release, supported with TV advertising, to gauge a film's reception in the marketplace. The results are rarely encouraging, which Silver knows all too well; Warners did a similar release in 2005 with the Shane Black-directed "Kiss Kiss, Bang Bang," a Silver-produced comedy thriller that got good reviews but never won a broader national release. It's no wonder a savvy producer like Silver would be approaching a studio like Lionsgate, which makes its living releasing edgy films like "RocknRolla."

Horn was honest about his assessment of the film. "I think it's a well-made picture, but while it's funny in spots, it's very English," he said. "I don't think it's broadly commercial. It feels like a film that deserves a spirited release, but not a wide one. Joel has an 800-screen deal, which we'll honor, but we might not be willing to spend the marketing money he wants us to."

Horn shrugged. "I guess I'm in a shocking state of equanimity," he said. "The filmmakers have every right to do what they think is best in support of their movies. But we have the right to do what's best for Warner Bros. Sometimes the pursuit of those interests results in a disagreement. For now, we're preparing to release the film in October, but I don't see it starting out on 800 screens. If Joel is thinking there is someone out there willing to spend twice as much money as we're willing to, I'm sure he will pursue that."

Horn acknowledged that the studio is also open to offers on Boyle's "Slumdog Millionaire," but he said the studio isn't having a fire sale. "We're not going to give it away. If we can't find a buyer, then we'll put it out in a few markets--perhaps Chicago, New York and Toronto --and see if it works. I'm a big believer in letting the audience decide what it thinks. I like the movie. I just don't know how big the audience is for it."

Warners' overriding issue is that it simply is overloaded with pictures. As distribution chief Dan Fellman put it: "We're distributing more movies from September to the end of the year than most studios do in an entire year." Horn is trying to find the right number of pictures that the studio can handle without putting an unacceptable burden on its marketing and distribution staff. With New Line now slated to make six-or-so films a year, Warners will be cutting back on its releases so it would release no more than 25 or 26 films in a calendar year. It's a delicate balancing act, especially for a studio that is better built to release "Dark Knight" and "Harry Potter"-style blockbusters than small dramas or quirky comedies.

"I think having a new movie coming out every two weeks is plenty," Horn said. "Any more films than that and we're putting too big a strain on the system. It's just too crowded in the marketplace these days. I'd like for us to find a way to release movies like 'Slumdog Millionaire,' but we keep coming back to the same question--can we really do it justice?"

Warners is willing to try to find a happier home for some of its smaller-scale films. But with so many specialty divisions going out of business or in disarray, the list of happy homes is few and far between. A lot of good little movies are going to be packed off to the orphanage.

Photo of Guy Ritchie by Lawrence K. Ho / Los Angeles Times; Danny Boyle by Graham Barclay / For The Times

Comments

[Lillian]

I believe Americans will want to see this film because of the genre and because of the intelligent, witty script involved. There are many British and other nationalites living in the US that would love to see a film like this as well. As I said, I believe America is pretty diverse. Give the people a vote on it!! I am just like the disguntled English person who wrote the article below….and I Live in America!!

RocknRolla Too English For Warner Bros

August 13, 2008 - Filmonic
http://filmonic.com/rocknrolla-english-warner-bros

Guy Ritchie’s RocknRolla, starring Gerard Butler and Thandie Newton, is due for release by Warner Bros in October in the States. However, producer Joel Silver is out and about shopping it to studios such as Lionsgate and Sony Pictures. Why is this?

Being an English person I am a little disgruntled by the fact a movie is considered a ‘weak calf’ just because it is English. Are Gerard Butler and Thandie Newton not big enough actors in the States to promote a film? Or is this a case of the big movie studio thinking the American public won’t be interested in a film not set in America with American actors, when in fact they may be?

[Gillian Fey]

My friends and I really have been looking forward to seeing RocknRolla. We live in a small mid-Atlantic city. Please don't make us plan long trips or wait for the DVD. Speaking for Butler and Ritchie fans as well as fans of the rest of this great ensemble, I sincerely request that you give this movie the strong send off it deserves, and we're sure you won't be sorry.

[kjb_66]

I am puzzled at WB's decision not to widely distribute ROCKNROLLA.
I wonder if they remember a little sleeper movie called "THE FULL MONTY" ?? I believe it had an oscar nomination. It was a wonderfully funny, unique and "ORIGINAL" British movie.
The people who run the big movie studios wonder why movie sales are down and people don't want to spend their hard earned money at the theatre anymore........I can tell them why.......there are VERY FEW good movies out there to see!!!
WB you are doing the American people an injustice by telling us we would not understand a British movie.
You have a good movie sitting in your lap!!!! Take it and run!!!!

[Sue and Bob]

I was dismayed to read the news yesterday that RocknRolla may not get a wide distribution in North America. I've been following this movie from the very beginning and gotten very excited about seeing it. The panel at ComicCon was one of the best there. The actors are very enthusiastic about their roles in the Guy Ritchie movie and about working with Guy. I watched Snatch and Lock, Stock and Two Smoking Barrels because of Guy Ritchie. Gerard Butler alone will bring in hordes of viewers who will see the film multiple times. I know I will! Remember a fillm a couple of years ago called 300? The buzz and momentum has already started for RocknRolla, please seize that and give this film a wide release.

[ERM]

What a shame!!!! The best movies I have seen this past year are from "across the pond". The cast is great, the trailer really hooked me on wanting to see the moive and now you are going to deny us that opportunity?

Gerard Butler is a proven box office draw, Jeremy Piven has a hit television show. Give the movie goers a chance to decide for themselves!!!

There is an audience for Rock N Rolla!!!!

[Heather]

I understand Warner Bros. position on the release of "RocknRolla", but I think they are truly underestimating the potential value of this film. I could be speaking out of line because I haven't seen the whole film, although I am usually fairly objective about films even those casting Gerard Butler. I find it frustrating when we have such low quality films with repetitive storylines, and poor scripts inundating our theaters that Warner can't consider beyond 800 screens. I think it would be reasonable to request a feasibility study on the type of films they are releasing in different areas before cutting such an interesting film off at the knees. As for the concern with it being an “English Film”, they are underestimating their target audience. Although I can’t foresee the film being a blockbuster, such as “300” or the Dark Knight, I do foresee that it could easily feed movie goers need for something fresh, fun, exciting, witty, and gritty. The most important thing I can express to Warner’s is don’t underestimate your potential audience. Also, reasonably speaking we can’t expect you to dish out marketing dollars such as that was spent on Dark Knight, but you should be able to make back your marketing dollars by providing a respectable amount to this movie. One last note, I had never heard of Guy Ritchie (Other than Madge’s husband) before this movie. I am exciting to go rent his other two films to check them out.

[purplelady]

I hope Warners and Mr. Silver will reconsider the limited release of RockNRolla. After all the summer comicbook characters, with things blowing up every 3 minutes, I would think this "very English" gangster/comedy would do well as a change of pace. Get the bloggers behind this film with a conference video call or something and please! open it wide for a least the first week. Please, and thank you!

purplelady

[Mary]

I am VERY disappointed that WB is wanting to limit this movie to only 800 screens. I 'm in a smaller town in Indiana and personally have been looking forward to seeing RocknRoll because it is something new and different, instead of a remake or super hero movie. With a cast that includes Gerard Butler, an excellent actor, who has really started to become well known (300, Phantom of the Opera) , Jeremy Piven as well as the rest of the cast, I think WB is making a huge mistake. I personally have enjoyed several "English" movies as well as the various comedies seen on BBC and PBS. Please reconsider WB, or hopefully another big company will snatch up this awesome movie and wide release it!

[Mary]

I am VERY disappointed that WB wants to limit the release of RocknRolla. I live in a smaller town in Indiana and was looking forward to RocknRolla due to the fact that it is a new movie and is not a remake or super hero movie. WB should reconsider due to the excellent cast, especially Gerard Butler, an excellent actor that is making quite a name for himself (300, Phantom of the Opera). If they scrap RocknRolla, then hopefully another big company will pick this movie up and mass release it to theaters instead of limiting it. I personally have enjoyed past "English" movies, A Fish Called Wanda, Four Weddings and a Funeral and also enjoy the British comedies shown on PBS.

[EuGoogooley]

I am positively ELATED to hear that Warners has decided to dump this horrid "RockNRolla" movie by that no-talent whore Guy Ritchie. Lock Stock was an entertaining, if shallow romp, but since then the Guy's been on a steady downward tragectory that puts M. Night to shame. If you put Lock Stock and Snatch into a blender, squeezed out 10 years' worth of relevancy, and added two cups of desperation, you would get - Tada! RockNRolla!

Hardly worth this fanclub commenting campaign on P.Goldie's turf.