Eddie Murphy has pulled off an almost unprecedented achievement with "Meet Dave." He's delivered a movie that even 20th Century Fox couldn't market.
Buried in bad reviews, the Brian Robbins-directed "Meet Dave" barely grossed $5 million over the weekend, making it a contender, along with "Speed Racer," as the summer's top flop. For the past several years, Fox has been the marvel of the movie industry, having had more success with more awful movies than anyone in Hollywood. As I noted in my blog last Friday, with the exception of this spring's Dr. Seuss movie, "Horton Hears a Who," Fox has released 16 consecutive movies since last summer that have earned such awful reviews that they haven't even hit the 50 mark on Rotten Tomatoes, the minimal grade the online review aggregator gives for an average movie.
Fox has made money--or at least avoided losing its shirt--with all sorts of drek over the past year. The critics dismissed "Alvin and the Chipmunks" as dim-bulb fare, but the holiday season film was a huge hit. "Jumper" was written off as barely comprehensible action fare, but had a great opening weekend and performed well, especially overseas. More recently, Fox did a perfectly good job of opening the dumb comedy "What Happens in Vegas" and has kept M. Night Shyamalan's hapless thriller "The Happening" alive, so alive that it's managed to top the $140-million mark in global box office.
There have been movies that were so dreadful that they pretty much disappeared without a trace, notably the anonymous thriller "Shutter," the Hugh Jackman vehicle "Deception," and the forgettable spoof "Meet the Spartans." But Fox's investment in those films was minimal, so it avoided taking a bath. "Meet Dave" has a steeper price tag, costing somewhere in the $75- to $80-million ballpark. Even though Fox has a partner on the film, New Regency, it will be hard pressed to make back any money. Fox Co-Chairman Jim Gianopulos bravely told Variety that "Meet Dave" was a "seven-day movie--families can go all week; that's the beauty of summer." The seven-day part was right. After seven days, exhibitors will be falling over each other to boot "Dave" out of the theaters.
Murphy must've seen what was coming, since he was a no-show at his own premiere. In true Hollywood fashion, everyone made excuses for him, with one of his producers saying he was busy working on another film. The only problem, as various online accounts pointed out, was that the director of that other film, "Dave's" Brian Robbins, was at the premiere himself. So Eddie's alibi didn't exactly hold up.
So what went wrong with "Meet Dave"? And what does it portend for Murphy's career? Here are a few theories: