Back in May, I had the opportunity to sit down with director Jonathan Levine and star Josh Peck to talk about their new film The Wackness. I fell in love with this indie coming-of-age drama at Sundance. I have since seen the film three more times. You’ve probably read my gushing posts. It seems like if you talk enough about one thing, even the filmmakers know you by name. When I walked into the room at the Clift Hotel in San Francisco, Levine came over and thanked me for all the coverage I have given his film. I thanked him for making a great film. Peck even confessed that he’s a regular /Film reader. How cool is that?
Peter Sciretta: Everybody in the film has a cigarette of drug addiction.
Jonathan Levine: Yeah. Well, I think that, OK, so, yes, everyone smokes, sometimes a lot of the time they’re supposed to be smoking a joint, but people think it’s a cigarette, but Olivia smokes, Famke smokes, there was a scene in the shot where Josh’s character actually quit smoking at the very beginning of the movie and then actually has a cigarette at the end of the movie but that ended up on the cutting room floor. For me I think it’s – I recognize it’s probably pretty provocative and probably pisses people off, but a lot of the world I grew up in in New York or even, I just think teenagers do things that are bad for them. I think the point of the movie is that everyone regardless of where they are in life or what their perspective is, they have their own drug, whether it’s sex, money, music, weed, prescription medication, like everyone has their own drug. I think that kind of underscores that point, but there’s like all this, I think now if you have a cigarette in a movie it’s Rated R right, or is it PG-13?
Peter Sciretta: It’s one of the two, I know you can’t even show smoking in like greenband trailers which must make it hard for you guys to…
The headline might be just a little deceiving… Okay, a lot. Jonathan Levine’s The Wackness was released on just six screens in New York and Los Angeles this past weekend. And while the film’s $145,000 gross might not seem like much, this little indie gem was able to make $24,166 per screen, which is about $8,000 more per screen than the Will Smith superhero film Hancock. Yes, I realize that Hancock was on 3,959 more screens than The Wackness, but that’s also my point.
The Wackness is one of those wonderful little indies that you have to seek out. Sony will be expanding the film’s release though-out the month, and chances are you’ll be able to see it at a theater near you (that is if you live near the top 50 markets). Thanks to FirstShowing, we have Sony Picture Classics’ tentative release schedule: July 3rd: New York Los Angeles July 11th: San Francisco Washington DC Philadelphia Boston Minneapolis San Diego Chicago Seattle July 18th: Dallas Phoenix Portland
July 25th: Houston Austin Denver Atlanta Providence Raleigh / Durham / Chapel Hill Charlotte Cleveland San Antonio Albuquerque Santa Fe Detroit Ann Arbor Miami / Ft. Lauderdale / West Palm Kansas City Honolulu Mau Milwaukee Madison Salt Lake City Sacramento Fresno Monterey Reno Eugene Salem Tacoma Olympia Bellingham Anchorage St. Louis Baltimore Annapolis Richmond
The Wackness is one of those movies which is almost impossible to market in a PG world. It’s about a teenager drug dealer’s last summer before he heads off to college. And while that’s the one sentence breakdown, I’m sure you can already tell, it’s much more than that. I’ve given this movie rave after rave, and have seen it four times on the festival circuit. So there is no point in telling you it’s one of my favorite films of the year.
Until today, the teaser trailers have been rather weak. Every time something new has been released, I’ve found myself defending the movie that can’t be represented in a green band movie trailer. Sony Pictures Classics have finally released a red band trailer on IGN, and you’ll immediately see the difference. No, it’s not filled with swears or nudity. It does what the best red band movie trailers do best, and sells the movie accurately. If you watch this trailer and tell me you’re still not interested then maybe The Wackness isn’t for you. But I assure you, if you grew up in the 90’s, then you’ll probably digg this film.
It’s the summer of 1994, and the streets of New York are pulsing with hip hop and wafting with the sweet aroma of marijuana. The newly-inaugurated mayor, Rudolph Giuliani, is only beginning to implement his anti-fun initiatives against “crimes” like noisy portable radio, graffiti and public drunkenness.
Two people, however, are missing out on the excitement. Luke (Josh Peck) is a socially uncomfortable teenage pot dealer with no friends, issues with his parents, and a whopping lack of confidence with girls. He trades weed for sessions with his therapist, Dr. Squires (Sir Ben Kingsley), whose much-younger wife (Famke Janssen) is slipping away from him. Squires, a drug-addled shrink with a hairline retreating to the back of his neck and a state of mind slouching back to adolescence, is an unlikely role model—but the two of them forge a friendship based on a mutual need: neither one is getting laid.
Propelled by an exuberant hip hop score, “The Wackness” captures the spell of 1994–a time of pagers, not cell phones; a time when Tupac and Biggie were alive but Kurt Cobain had just died. Funny and moving, “The Wackness” is an offbeat tale of two lost souls stumbling towards maturity.
Sony Pictures Classics has released a new trailer for one of my favorite films of the year – The Wackness. They’re calling it the “official trailer”, and I actually like it much more than the the previously released teasers. It plays equal attention the relationships between Peck, Thirlby, and Kingsley, the 1990’s nostalgia, and the incredible soundtrack. I could have done without the Mary-Kate Olsen button at the end, but I understand she might be a selling point.
Hunter points out that they probably should have played up some of the great critical reaction the film has gotten on the festival circuit. But at the same time I can understand that the target audience might not care about quotes from movie critics. I’m still waiting for the inevitable red band trailer. As I’ve said before, this film is a tough film to sell. Director Jonathan Levine told me that SPC was planning on doing a lot of word of mouth screenings to raise awareness. I think the best thing they could do is pack a theater with people and show them the film, as they will surely recommend it to ten of their friends.
I just got an e-mail from Luke Shapiro. I only mention this because Luke Shapiro is a fictional character in a movie (one of my favorite movies of the year – The Wackness). And by that, I don’t mean that someone who liked the movie adopted the name of their favorite character for their online nickname (like OptimusPrime2007). The character from the movie actually e-mailed me.
—- From: Luke Shapiro To: /Film Date: Wed, May 28, 2008 at 4:37 PM Subject: yo…
Yo, yo, yo, check out this video. I found it in the archives. My doorman and super are crazy dope. Stay tuned for more episodes of my flyness.
The YouTube link above leads to footage from a public access show created by Luke Shapiro in 1994. The footage was apparently recently discovered in the archives of a Manhattan Cable television station. And while I love the idea of marketing The Wackness using viral videos like this with the character of Luke Shapiro (played by Josh Peck), but aside from the opening, this video comes off like a bad Mad TV sketch (and is nothing like the tone of the film). But I like the idea, and I love the film, so I’m posting it.
When I first saw The Wackness in January at Sundance, I proclaimed that it was one of my favorite films of the year so far. It’s very easy to make such claims in the first couple weeks of a new year, especially when you’re in Park City. I’ve seen the film now four times, in three different states. We’re now almost half way through 2008, and I can tell you without a doubt, the film stands up.
The Wackness will find an audience, because frankly, it’s a good movie. Problem is, the film is hard to market. Almost every character in the film smokes, the lead character sells drugs, none of which can be shown in a green band movie trailer. To top it off, the film is a period film, set in the mid-90’s, enough to tempt any marketing department to use crazy 90’s colors and graphics, none of which is appealing to people today because, well, “it’s so 90’s.” But I think this new teaser trailer does a better job of explaining things. It’s really hard to take a step back. Having seen the films so many times now, it’s almost like your brain fills in the blanks.
The new teaser focuses on the relationship between Josh Peck and Olivia Thirlby’s characters. I’m still waiting for a two and a half minute theatrical trailer. When I interviewed director Jonathan Levine a couple weeks back, he told me they’re working on a kick ass red band trailer which should help sell the movie more for what it is, and not only the g-rated elements they’re allowed to show you. I hear Sony Pictures Classics is going to run a lot of advanced screenings, because word of mouth is really the only way to get the word out about this film. Anyway, watch the new teaser trailer below and tell me what you think in the comments.
Watch the trailer in High Definition on Apple.com. The Wackness hits theaters in New York and Los Angeles on July 3rd 2008.
Official Plot Synopsis: It’s the summer of 1994, and the streets of New York are pulsing with hip-hop and wafting with the sweet aroma of marijuana-but change is in the air. The newly-inaugurated mayor, Rudy Giuliani, is beginning to implement his anti-fun initiatives against “crimes” like noisy portable radios, graffiti and public drunkenness. Set against this backdrop, Luke Shapiro (Josh Peck) spends his last summer before college selling dope throughout New York City, trading it with his shrink (Ben Kingsley) for therapy, while crushing on his step daughter (Olivia Thirlby). Famke Janssen, Mary Kate Olsen,and Method Man round out the cast in this edgy, bittersweet, and funny coming of age story.
Discuss: What do you think of the new trailer for The Wackness.
I had the chance to interview The Wackness writer/director Jonathan Levine and star Josh Peck over the weekend, after having seen the film for a fourth time. The Wackness is one of my favorite movies of the year so far, and if you read the site daily than you know I’ve been pushing the hell out of it. Jonathan thanked me for my support of the film, and Peck admitted to being a /Film reader, how cool is that? I said it in my review of the movie but Peck delivers a career making performance, and I really hope that’s the case.
So far I’ve been very critical of the way Sony Pictures Classics has been marketing the film. Truth is, this movie is a hard sell for any company. Every scene contains elements which aren’t allowed on screen during in green band movie trailers. This obviously makes it hard to cut a good trailer. Add that to the fact that SPC doesn’t know how to market movies and you have a recipe for disaster. Thankfully it sounds like they are going to be doing a lot of word of motuh screenings leading up to the release, which is probably the best way to get the word out about this film (especially considering most everyone I know who has seen the film so far has loved it).
Sony Pictures Classics has released six clips from the film on their film festival EPK. I think these scenes might give you a much better impression about what The Wackness is really about. Althought I don’t reccomend that you watch them all, as they are meant to be seen within the context of the film. The first three are probably better than the last three, so make your choice!
Previously, Slashfilm lashed into Sony Pictures Classics for releasing a full-length trailer for The Wackness, a fave upcoming flick of the site, that shamefully sold the film as just another navel-ring piece of garbage starring an Olsen twin. Knowing full well who was in the movie, I still anticipated a cornrowed Bijou Phillips popping up and shaking her ass in the trailer at any second. Today, Cinematical received the new one-sheet for the little indie that should send director Jonathan Levine (All the Boys Love Mandy Lane) trail blazing a la Jason Reitman, and thankfully it’s not a complete disaster.
One of the marketing aspects that SPC needs to stress and failed to with the trailer is the film’s 1994 time period. The poster clearly does a better job of this with the taglines, the retro color scheme and the appropriately corny off-kilter cityscape. I’m not sure the cassette title design could be worked in here, but I hope it’s played up more in the weeks up to come. While this one-sheet could always benefit from a “Don’t believe the trailer, this movie’s really great!” Slashfilm pull quote, at least Mary-Kate isn’t hovering over skyscrapers frozen in a dance routine like a malnourished Mick Jagger. The Wackness opens July 3rd. Click the poster above to enlarge.