Sony's $60-million Michael Jackson gamble: Creepy exploitation or showstopping hit?

As the insatiable media hoopla of the past month has proved beyond the shadow of a doubt, Michael Jackson turns out to have been worth far more dead than alive. If you had asked most experts six weeks ago to assess the pop star’s ability to mount a successful comeback, the odds were somewhere between slim and none. Abandoned by many of his fans, unable to sell any new records, marginalized by a new generation of tabloid celebrities and dogged by persistently ugly gossip about his strange private life, he was basically a freak-show attraction, an aging pop icon whose best years were behind him.

And then he died. For his family and friends, it was a tragedy. But for his public persona, it was a brilliant career move. Since his death, 12 million people have played his "Thriller" video on YouTube. According a number of news reports, he’s sold upwards of 9 million CDs and downloads. And of course his TV ratings have been phenomenal, with every network and cable show known to man running Jackson specials, along with a tsunami of commemorative issues emanating from dozens of newspapers and magazines.

But the media giant that's made the biggest bet is Sony Pictures, which reportedly has shelled out close to $60 million for the rights to 80 or so hours of rehearsal footage from the singer’s “This Is It” tour concert. The footage is being edited into a concert film, also tentatively titled “This Is It,” which will hit theaters on Oct. 30. No one from Sony is talking, since the final details of the deal are still in negotiation. But insiders say the lion’s share of the profits from the film will go to Jackson’s estate.

Sony gets its cut from the studio’s distribution fee on the film, though the studio also has to foot the bill for the marketing costs of the release. On the other hand, Sony has worldwide rights for the film, which extend through the movie’s ancillary life, from its theatrical release into what are normally lucrative home video and pay and free TV windows. According to insiders, Sony’s distribution fee is slightly above 10%, with escalator clauses in the deal providing the studio with a bigger cut if the film performs better at the box office.

Is it a good deal for Sony? The simple answer is: Nobody knows. There’s really no precedent for the Jackson death mania, so its impossible to say whether it will spur millions of fans to pay $11 to see footage of his tour rehearsals a full four months after he’s died -- especially considering that between now and then the media will once again be full of stories about his excesses after the coroner’s office releases a long-awaited toxicology report.

Fans forgive everything when media icons die at the peak of their appeal, especially if they have lived fast, died young and left behind a beautiful corpse. This has been true throughout the ages, whether it was Rudolph Valentino in the '20s, Carole Lombard in the '40s, James Dean in the '50s, Marilyn Monroe in the '60s, Jimi Hendrix and Janis Joplin in the '70s, Kurt Cobain, Tupac Shakur and Biggie Smalls in the '90s or Heath Ledger less than 18 months ago. It’s normal for fans to express both grief and adulation, as much for the loss of future accomplishments as for the star’s past achievements. Ledger died with “The Dark Knight” still in an unfinished state; while the movie clearly benefited from the outpouring of emotion over the actor’s untimely death, it was clearly going to be a major hit anyway. It would be hard to claim that Ledger’s demise had any dramatic impact on “The Dark Knight’s” mammoth box-office appeal.

But Jackson, and the fate of his upcoming film, falls into a very different -- and very nebulous -- category. He didn’t die young and vital. In fact, at 50, he was largely washed-up, his slender frame a frail, disfigured reminder of the exuberant young sensation who once ruled the 1970s and 1980s pop charts. He was the modern-day equivalent of Elvis, who died fat and forlorn at age 42, his best days long behind him, yet still a star whose death inspired a huge spontaneous burst of national mourning.

Is it really realistic to expect a Michael Jackson movie to be a mega-hit? Why is Sony so bullish about its prospects? Keep reading:

Sony insiders insist that the footage they’ve seen of Jackson’s concert rehearsals will offer the moviegoing public a dramatic reminder of the pop star’s glory days. Shot with multiple cameras, the footage -- they say -- captures him back at the top of his game, looking vibrant and energetic. They believe the movie will be a genuine Big Event, providing a sort of cinematic catharsis for fans hoping to have one last reminder of his potent performing skills. If Disney’s “Hannah Montana” concert movie can make $65 million simply by appealing to 8-to-13-year-old girls, the sky is the limit for a Jackson film, honoring a star whose appeal cut across all demographic barriers.

Count me as a skeptic. It’s one thing to make an impulse purchase of a favorite CD a day or a week or two after a star dies, another thing to plunk down $11 to see rehearsal footage four months after the star’s demise. If I were Sony, I’d have my crisis management experts already on the payroll. Much of the film’s success or failure will depend on how the movie’s release plays in the mass media. The media angle matters because it provides a much-needed context for the raw rehearsal footage. Until now, the media has essentially given Jackson a free ride, printing the legend, largely relegating the tawdry tales of child molestation, obsessive cosmetic surgery and Wacko Jacko eccentricities to the back pages.

But after the toxicology reports surface -- it's looking as if a powerful anesthetic called propofol killed the singer -- the tide could turn, with Jackson’s history, already having undergone one dramatic example of media focus pulling, enduring yet another 360-degree transformation. We live in an incessantly revisionist culture. While today we might imagine Sony’s movie as a revealing glimpse of a performer’s attempt to make one last star turn, if the pendulum swings in the wrong direction, the same footage could appear ghoulish instead of glorious, symbolizing the final, pathetic days of a compulsive spotlight seeker, desperate to the end for our attention.

I’m guessing it could go either way, with one small wrong step, one seemingly flimsy Internet story tipping the scales in one direction or the other. What remains most fascinating to me is that the public -- those of us out here in fan land -- can do something that a giant star can’t seem to do for themselves: reset the clock. The one thing that Michael Jackson has in common with so many stars who’ve suffered untimely deaths, be it Elvis or Marilyn or Cobain or Ledger, is that no matter how sad or pathetic the star’s demise, we insist on reclaiming their original, unblemished innocence, eager to remember what they were like when we first loved them, not when they left us.

Can Sony’s film possibly return Michael Jackson to a state of grace? It’s easy to do that when you buy an old record or watch an old video. But if “This Is It” shows him as he was in the weeks before his death, it seems hard to imagine that it could offer the public what it really wants, which is a fond, airbrushed memory, not the genuine article. The beautiful corpse long ago left the building.

Photo of Michael Jackson taken in June at Staples Center during rehearsals for his planned shows from  AFP/Getty Images.

Comments

[Mady Maguire]

Michael Jackson was undeniably a superstar with enormous talent. He was also gentle, loveable, socially conscious and socially active-- if obsessive and eccentric. Due to his personal demons and the wildly extravagant lifestyle required to compel the constant hype necessary to remain attractive to the star making machine—Michael eventually did become worth more money dead than alive. The court should appoint Jackson's children (whether biologically his and/or Rowe's or not) a highly competent attorney to represent their interest. Otherwise, when all the lawyers and creative bookkeepers for producers, business partners, ex's, foes, friends, creditors and family members finish haggling over upcoming profits of productions and promotions—and the will—his innocent children, although they always will love their Daddy—won't inherit anything but the wind.

[Jork]

You, the author, obviously know nothing about history; business; the way ideas spread in popular culture, or anything else relevant to writing this article. I know that LA if full of morons like you, but I really wish you weren't taking jobs away from actual writers.

[goodkarma]

I typically enjoy your reviews, have been following them for years. But, this one is so off-base and seems to be provoking MJ fans and anyone rational. You could be discredited simply for describing the mourning as "national." You've no doubt seen the plethora of coverage and its global reach. You're a good writer and don't need to be so base in your attempts to gain attention as writer. Please stop this.

[SoCalGal]

Who wrote this drivel? Patrick Goldstein, who the hell are you? You should be 1/100th as "washed up" as Michael Jackson. Tickets to his last tour set a world record in speed--less than three hours. Get a grip, MJ Haater Patrick Goldstein. You're a loser, through and through.

[AngieM]

For years, I ignored the media's portrayal of Michael Jackson - you know the nasty names and the acccusations. I thoght he would go on forever, never realizing how deeply hurt and broken he had become. Now that he has passed away, for God's sake, leave the man in peace. The media never offered any credible evidence of the accusations against him. To suggest that he was washed out when he sold out 50 shows in one city (did I understand that correctly)? Because I think that's pretty unheard of. Your article is insulting to the millions of fans around the globe that, despite changing tastes and trends, have always, and will always recognize that Mr. Jackson had talent beyond other mere mortals. Now that he's gone, it's given time to many to reflect on his genius. What I, and I suspect many others will not tolerate any more, is the kind of insensitive, inaccurate and disgraceful manner in which the media continues to depict this man. I will no longer keep my silence. Let it stop, now.

[Lewis]

It's funny how the Zionist controlled media likes to denegrate Michael Jackson or any other Black celebrity, But less we forget Jews were major slave owners so why would they care about a washed up, disfigured, Black guy something they throw around alot now that MJ is dead. You Devils are really something else!! It's obvious that the White Mans time is up I hope you guys realize that. Patrick Goldstein you are pathetic! Michael Jackson made the mistake of thinking these white folks and Jews really loved him but look at how they abandoned him after the allegations( and MJ loved and accepted everyone) and where were they at at the memorial? you white folk are so transparent. You hate us, and we really hate after 400 years of slavery , racism, jim crow,and fraud you so lets stop playing games and be frank, and real ,when we dialogue. Maybe then the races can get along but until Zionism and White supremacy Is eradicated things we never change just my two cents. Fill free to comment

[zima]

The article is pretty much in the style of most media that surrounded Michael Jackson in last years. What is going on with the media? Why is it so important to prove that the star felt down?
The medical reports may come - what can they bring that I would not expect? That he was tired and sick from all this witch hunt hell that media was giving him and was taking a drugs to be able to sleep at night because of that? Why should I think worse about him in this case?
It just would confirm what I already know - he was very talented, very vulnerable and very tragic figure. I want to see him to dance one more time. I want to know the story from his point of view not media's. (I hope Sony would be smart enough to not add any negative comments from themselves to the footage) I really want to see it.
I am going - and media can go away from now till the time the film would come up. I do not care.

[A del vecchio]

Mr Goldstein,

Your article is quite the fence riding tale. I appreciate your candor. We all seem to get an opinion about anyone who is on a public display .

I personally have come from a spiritual aspect with this whole experience and I must say it has been an exrememly unique and eye opening for me.
Lets think about this....What if someone was writing about you and your personal life?

Would you be able to hold to your personal code of ethics for 51 years of pressure from all sides?

Granted, Mj had some behaviors that needed some attention. But when someone has that much power and money layed at their feet at such a young age, I don't believe that anyone with out strict counsel could pull out of this circus of moviestar, pop icon unschathed.

I am not dismissing any odd behaviors but I choose to look at this in a compassionate and merciful way.
The way I believe God would. We are human and we were not designed to control the world.
Its a wise person that sets balanced spiritual councl at the forefront of their life adventure.
Teachings that I am sure his parents gave him as a child formed many of the reasons Michael acted as he did. There is no blame here just the fact that we are humans...Not Gods.

Drug addiction is hard to get away from...any addiction is. While a person is being accused of all sorts of ungodly acts one might turn to substance too..
Michale is a sensitive soul that danced and sang to his hearts content. I am sure he felt the pressence of God many many times in his life...He gave more than anyone every could know...Its betwen him and the creator...I admire him for that.

No one wants to be unliked or unloved gossiped about unfairly.

I did not know him to talk to him person to person but I know him because I too am human and fallible. We just got to watch his life live upfront and center. Now the media seems to be controlling how we deal his cards in death. ITs not up to us.

When the final curtain falls on our lives will we look back and say we rocked someones world or gave till we could not give anymore? Will we be loved for the joy we brought the world of hungry strarving people?

Lord have mercy on all who judge his brother or sister and lord have mercy on Michael .
Let he is with out sin cast the first stone.

[Monica]

YELLOWISH -I think its pretty unfair and disrespectful making the statement he was over.
The public will see and judge it one of this days and I personally think Mr Jackson was actually in pretty good shape considering he was almost 51 years old and hade some issues with his spine and broken leg, not to forget Lupus. Of course he had changed , we all do but its a little too far to publish an article saying he was pathetic. Show some respect.

Let me know when you write something nice and accurate like all the awards he was nominated to and the ones he got and about all the humanitarian work he made . I think just an undetailed list of that will fill some pages.

[Ima]

what a hate article this is. what were you thinking of ? writing such unkind things. so it is now a crime to be 50. if we don't die young we all will be 50, 60 ,70, 80 ,90,100(????) and die eventually. get this we will all grow old and die so please don't say Michael at 50 was washed up, by the same token may you be critised and put to shame by your bosses. I hope they compare the work you do when you become 50 with that of 20 year old and tell you that you're washed up with your best days behind you. I will go and see that film I hope you do to. let Michael go, let him rest in peace .