400 Screens, 400 Blows - What's Up with Whip It?
Filed under: Columns, 400 Screens, 400 Blows
Drew Barrymore's Whip It (260 screens) opened seven weeks ago and still hasn't broken even on its initial cost. What's going on? When I walked out of the press screening, the critics were all buzzing about how much fun they'd had. The reviews were stellar: it has an 82% on Rotten Tomatoes. But somehow this critical enthusiasm just didn't translate for viewers. Something about tough chicks beating each other up during roller derby games just didn't appeal to the masses. Maybe it's because the movie is supposed to be set in Texas and was actually shot in Michigan. Maybe it's because our hero Bliss Cavendar (Ellen Page) was supposed to fall in love with a cute boy (Landon Pigg) who really wasn't very interesting, and you actually root for them to break up.
Maybe it's because all that Juno hype burned everyone out on Ms. Page, even though she's much better and gives a more interesting performance in Whip It. Maybe no one bought the ditsy Ms. Barrymore as an actual director, even though she rarely makes a misstep and turns a cliched coming-of-age comedy into a genuinely touching, funny and even inspirational movie. (Even the "best friend" and "mother" characters come out with three-dimensions, and get to participate in actual conversations about themselves, rather than being concerned only with Bliss.) Maybe people caught a glimpse of Jimmy Fallon in the trailer and stayed away because of him. Could it be that people have had enough of Juliette Lewis, and won't sit through anything of hers anymore, no matter how good?
As soon as I saw Whip It, I began comparing it to Adventureland, not least of which because Kristin Wiig is so funny and good in both films. Most coming-of-age films these days are made by filmmakers who grew up watching movies, and so their coming-of-age tales are based more on movie moments than anything that actually happened in real life. Both Adventureland and Whip It, despite their outrageous humor and hip soundtracks, manage to tap into something genuine about that uncertain time; you're not completely formed as a person, and you're searching for something (something that's not your parents) to help define you. Sometimes you try and fail, and those failures are the most embarrassing things, like, ever. Filmmakers brave enough to include those failures on the road to discovery are onto something.
I had been under the impression that Adventureland was a hit, but today I come to find that it earned about the same enthusiastic response, opened on about the same number of screens, played for about the same amount of time and earned about the same amount of money, as Whip It. This leads me to believe that maybe people don't really want to revisit those awkward embarrassing times of their lives. Or, perhaps closer still, the majority of the American moviegoing public are still going through those times and don't want to be reminded of them. So they go out to see A Christmas Carol or The Fourth Kind instead. No matter. Someday, when the blockbusters have been forgotten, these will be the kinds of movies with a nugget of truth to them that will be worth revisiting.
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Reader Comments (Page 1 of 1)
11-15-2009 @ 9:44AM
A said...
I couldn't agree with you more. I think the main problem was Fox Searchlight's handling of the film. They should have started with a limited NY/LA release, then a wide release. They opened the movie up on too many screens the 1st week. I also think that the other stars of the movie,like Ellen Page,Eve,Kristin Wiig and Alia Shawkat, should have done more press for the movie. I know it was Drew's directorial debut and everything,but I think it would have helped to see the other stars doing more promotion. I hope that this movie gets some type of recognition. It really was one of the best of the year. I can see it at least getting a Spirit Award nomination. It would be great if it got a Golden Globe nod. Adventureland got nominated for a Gotham Award,so thankfully it received some recognition.
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11-15-2009 @ 10:13AM
C.A. said...
I think Roller Derby movies are destined to bomb. If they had been doing something else, say basketball, wrestling, lacrosse, swimming, soccer, football, softball, baseball, ping pong, volleyball, competitive jump rope, chess, poker, bowling or something like that it probably would've been successful.
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11-15-2009 @ 10:31AM
Aaron said...
Unlike the press, the general public does get paid for the movie so a film about roller blading women isn't exactly premium stuff for most people to go see.
Let's look at who would want to see this instead:
Old people matinee? NO
Parents night out? NO
Teen date night? NO
General friends night out? NO
Kids movie? NO
I seriously don't see waht demographic this was supposed to be marketed to.
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11-15-2009 @ 7:02PM
cablebfg said...
Does there HAVE to be an exact demographic a film caters to? With this mentality, this film would have never been made. Which would be a shame, really. Just because something doesn't fit into a preconceived mold doesn't mean it can't be successful or at least make a return.
11-15-2009 @ 10:36AM
Booby Jones said...
Maybe people just don't want to see it. Maybe it does not look interesting to people. How about that?
Or the fact that they were pushing that the movie was directed by someone who has never directed a movie before and who when she just acts in a movie is not considered to be a major draw? Directed by Drew Barrymore? Are you kidding? Who made 20 million for Charlie's Angels? Her or Cameron Diaz? And people who say she is a major producer are just lying to themselves. Other than Charlie's Angels she has never producer a hit.
How come whenever a movie comes out everyone has to theorize a million reasons why it did not do well and refuse to accept the fact that it just does not look interesting? When was this movie ever expected to be a huge hit?
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11-15-2009 @ 11:25AM
Michael said...
When I watched the trailer for first time, I liked the
style, but I wasn´t intrigued by the story.
1. She fights for a life of her own to be a "Rollerqueen".
My thought: That´s a dead end, girl.
2. "We´re number two! We´re number two!"
My thought: Don´t you wanna be number one?
I know, I want the winner.
Or the trailer wants me to want the winner,
but doesn´t deliver?
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11-17-2009 @ 12:35AM
Herb said...
I suspect both of these movies will do well once they reach the DVD market. I'm not all that interested in Adventureland, but I do want to see Whip It.
While I'm sitting on my couch.
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11-15-2009 @ 11:57AM
Reuben said...
I was surprised that this film didn't begin with a limited release, and I certainly think that it was at least partially do to that fact that it didn't do so well. It's always interesting to see a case like this when a movie gets great reviews but does poorly at the box office.
I saw it, and I loved it. It was just a fun a movie. I have a hard time remembering having that much fun at the movies.
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11-15-2009 @ 1:25PM
rainbow said...
I honestly loved the movie. The idea doesn't sound that appealing on paper, but I went because I think Kristin Wiig is amazing, love Arrested Development so it was nice to see Alia Shakwat, and I'm the only person left in the universe that enjoyed at least some of Juno. Plus, it got good reviews...And quite honestly -- I'm not sure this movie would have worked if it were any other more conventional sport.
I think a group of teenage girls would have loved this, and I saw it with my ancient mother, who also loved this. I totally love the girl power thing, and I guess the answer is that it didn't market itself well, or should have opened smaller and built buzz? Any way you slice it, it should have done better, and maybe if it gets some notice during awards season it will get some sort of boost post-theatrical run.
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11-15-2009 @ 2:07PM
Bungo said...
I think Aaron is right. This film doesn't reallt fit into the normally marketable categories much like "Observe and Report" or "Sunshine Cleaning". If anything it looks like it would be describable as a "quirky" "off-beat" comedy. That's going to be VERY difficult to successfully market in these tough economic times. In reality this film is probably only realistically a "rental" when you've already seen everything else. Lastly, I was dragged to a multi-plex last night (Saturday) for a 8:00 pm showing of "Paranormal Activity". Not only was there virtually No One at this particular movie (which is supposedly a pretty "hot" film right now) but there was virtually Nobody at the Multi-Plex at all! And this was Saturday night! I don't know how the venue can stay in business and I don't know how movies can make any money in an economy like this. And by the way, I thought "P.A." Sucked. They should have made that movie in the normal style and it could have been much better IMHO.
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11-15-2009 @ 2:20PM
Ashley said...
If IMDB and Box Office Mojo are correct, Whip It has already broke even. IMDB says that Whip It's budget was $10 million. Box Office Mojo says that Whip It has made $12,856,120, and that's only in the U.S. The movie has also made money in other countries, including Australia where it has made $1,706,984.
I think this movie should have never been released in October. They had to have known that Zombieland and Toy Story were going to dominate. They should have either released it in November or did like Shutter Island and wait until early 2010. Last week or the week before last would have been a great time for this movie to have been released because there wasn't many movies,especially comedies, that were coming out.
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11-15-2009 @ 2:42PM
Stan Winsome said...
Um it bombed because who cares about a roller derby? Can you honestly name a roller skating rink you've been to or god forbid watched roller derby on TV recently? And Drew Barrymore- god bless her heart is not Kate Winslet. She's fine in most roles but I'm not jumping out of my chair to see every last thing she does.
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11-15-2009 @ 3:00PM
Pingles said...
I just want to say that number 89 in that picture is wearing a VERY short skirt.
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11-15-2009 @ 3:26PM
Andy said...
You know, I'm gonna throw this out there and wonder aloud if it was just too genuinely 'alternative' for who it was aimed at.
I mean, to a lot of teen girls, being 'weird and out there' is wearing the pink Ugg boots instead of the tan ones everyone must wear.
You know the idea of an ugly girl in Hollywood is a hot girl with glasses on. This movie was quite a bit more honest than something like that.
I saw it with a friend of mine who skated in the movie and thought it was really cute, but I did wonder who it's really meant for. I would say for the actual little nerd girl, and nerd girls to come this will be a hell of a pick me up.
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11-15-2009 @ 6:16PM
scoville said...
Drew Barrymore.
That's enough reason for me to not be interested in it.
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11-16-2009 @ 1:24PM
greatone said...
WhipIt didn't do well for the same reason movies like "Adventure Land" and "Away We Go" didn't do well at the box office. Bad Marketing. Look how films like Precious, Paranormal Activity, and 500 Days of Summer did at the box office. They had great marketing. If it wan't for Cinematical I wouldn't even know about WhipIt. The only time I seen a commerical about this film was a week before it was released.
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11-16-2009 @ 4:37PM
Teeps said...
Rollerderby is making a huge come back people...are you serious? just because it doesnt fit into your mold doesnt mean it wont fit into others. There are now over 400 teams around the world and the Womens Flat Track Derby Association just held its annual nationals this weekend in Philly to a huge crowd. There were THOUSANDS of people online watching these bout and watching the women of today PLAY ROLLERDERBY.
With that said...Drew stumbled upon rollerderby, fell in love, saw how much other people love this sport, and decided to make a movie.
Yeah so maybe it doesnt reach out to the masses and it wasnt marketed the best way possible...but dont sit here and bash a sport you know nothing about because you are either deaf, dumb or blind..at this point roller derby is everywhere..hell its on oprah.
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11-16-2009 @ 5:43PM
rwf said...
Hi- Yeah, WHIP IT's less than stellar Box Office has me scratching my head. Thought Ellen was tops as usual- she created a new persona in Bliss even though she was in yet another coming of age story.
The publicity effort was massive and generally well done but didn't ignite the needed buzz. Was the faux Lesbo vibe a turn off for a mass audience ???
I agree a limited release strategy might have been a better way to go.
But, it' s a shame because WHIP IT is a good movie and deserves better as does Drew Barrymore who should see a better return for all that heart and soul.
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11-17-2009 @ 8:51PM
The_Kid said...
I didn't see it but I'll tell you this, the marketing for this movie was awful. There were barely any commercials for it, not alot of posters were up in theaters for it. Sure Page and Barrymore did that awesome Photoshoot with them together but I don't even remember what magazine it was in. they did a couple of late niight tv interviews but those people probably weren't interested in it. They needed more stuff on MTV or some crap like that if they wanted to grab the Juno, superbad, Adventureland crop of fans.
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