GLAAD on Poor 'Dilemma': 'Alienating Audiences Isn't a Recipe for Success'

By Rob Shuter Posted Jan 18th 2011 12:59PM

EXCLUSIVE: Count one prominent gay rights group as unsurprised by the gooey soft opening for Ron Howard's buddy flick, 'The Dilemma,' over the long weekend. Despite the appeal of having a huge director and major-draw stars like Vince Vaughn and Ron Howard, the film grossed a mere $21.1 million during the four-day period. The Gay & Lesbian Alliance Against Defamation (GLAAD) tells me that producers alienated fans when they opted to keep the now-infamous "electric cars are gay" joke in the finished film.

"Although there are a million reasons why a film can fail, we hope that Ron Howard and Universal will recognize from this that alienating audiences isn't a recipe for success," said Herndon Graddick, deputy director of programs at GLAAD, who oversees GLAAD's work with TV networks and film studios.

Back in October, CNN's Anderson Cooper started a firestorm when he said he was offended by a movie trailer he had seen wherein an actor repeatedly used the word "gay" in a derogatory way.

"I was shocked that not only they put it in the movie, but that they thought that it was OK to put that in a preview for the movie to get people to go and see it," he told Ellen DeGeneres without naming the movie. "I just find those words, those terms, we've got to do something to make those words unacceptable cause those words are hurting kids."

After pressure from GLAAD and others, Ron agreed to remove the offending words from the trailer but not the movie. Now a friend close to Anderson tells me, "He's happy America found those words as unacceptable as he does."

One film executive points out that the $21.1 million total ($17.4 for the first three days) is "very very low for a Ron Howard-directed movie," especially one starring Vince and Kevin who are accustomed to big openings. Just a sample: 'Four Christmases,' $31 million; 'Couples Retreat,' $34 million and 'Grown-Ups,' $40 million.

Moviefone's resident box office expert, Gary Susman, summed it up perfectly. "Blame poor marketing, from the ill-conceived 'electric cars are gay' joke in the trailer that made the movie seem gratuitously controversial, to the ads that misrepresented it as a goofy buddy comedy when it turned out to be more of a serious exploration of male friendship. At this rate, it's going to be a struggle for 'Dilemma' to recoup its reported $70 million budget."

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Tags: glaad, the dilemma

Comments

(59)

Tuesday 18 January

By Jackie

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I think GLAAD and everyone else should not take everything so seriously. Take it at face value and stop reading in to every word, nuance, etc.

By jivenjingle

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Though I agree with you, Jackie, somewhat, there has to be a line drawn. While 'gay' said in a derogatory way offends, there was a time when that word didn't offend, even now when it's used in a way that describes something/someone who is happy, cheerful.

But when it's said in a way that's *meant* to offend, then it shouldn't be used in that way. Just like calling an Italian 'greasy.' Now, we all know that 'greasy' isn't an offensive word unless used as such. It's not the words, it's how they're used.

What you're saying is that gay folks are too thin-skinned. Well, when an offensive word is thrown at you, what's your reaction? Though I'm not gay, I believe that being gay is just as normal as being (for example) blue-eyed. And those who can't accept it simply don't understand it's not a choice. Just like being blue-eyed is not. Time to grow up and accept scientific facts, folks. Throwing around words meant to be offensive isn't making anyone laugh.

By Carmen

I couldn't agree with you more. It seems that people are way too sensitive and taking everything, every-word so seriously and every-one just forgot how to laugh and just have a good time for god sake.

By tana green

At face value using "gay" or "lame" or "retard" as a slur is using a word that describes a human being as a slur. It is a very short step to equating the slur with the person. It is a form of mental manipulation and tells you a great deal about the society that allows such language to exist. At face value the human trait that's used as a slur tells us that society does not hold these people in high regard and is trying to coerce you into believing that they are less than you. It's a form of propaganda. If you go along with it you are easily manipulated, if you defend it you are a fool.

Wednesday 19 January

By Kenny

Homosexuals would like us to think that their objection had something to do with the film's failure. Sorry folks, don't think so highly of your own importance. The film sucked, gay joke or otherwise. No one really cared about the joke or it's so-imagined connotations. PS "that's so gay!" is a widely used phrase. Get over it.

By DrNels

Sure, people have the right to use "gay" in this way, but we also have the right to say we're not going to stand for it or pay to see it. The second I saw the preview, I knew I wouldn't see it, and it looks like I'm not alone.

By Gail

Um, I don't go to the movies much, but I think I'll go see this one, just because of your ridiculous statement. I might go see it 10 times. Oh, and something else...WAAAH! Grow up.

By CAROLEANNE

So should he have said that's so homosexual? I'm just asking?

By LIZ

GLAAD... get back in the closet!

By rea-rea

really? GLAAD is pissed cuz the movie said "gay"?? really? these ppl are idiots. This movie was great.and when they called the cars gay,they explained that not gay as in homosexual..UGH!

By Justsayin

Ugh..this is sooo freakin stupid. The fact that they used the word "gay" has nothing to do with the success of the movie. LMBO! GLAAD has nothing better to do then hover over any and everything and blow things out of proportion.
Anderson Cooper is just as bad. Hmm I have Ellen on my show...I am gonna be "offended" by the use of the word gay... Give me a break.
If you are gay/bi/straight and this offended you, you need counseling and a life!

By Richard

I know I am wasteing my time trying to explain this to you idiots but here goes...The way "Gay " is used in the movie is offensive because of the way it is used. It would be the same as if a character in a movie said" oh, That is so N***er!!

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The level of ignorance on this board is downright scary. No one should use another human being as a derogatory slur. Not "gay". Not "lame". Not "retard". Not "liberal". Not "conservative", Not "blondie". Not "butch". Etc.

Some day the group that's the slur of the moment could be yours.

By jeff

"The Gay & Lesbian Alliance...tells me..."

I'm sure Shuter talks to them all the time. He's probably a member in good standing.

By Andy

AOL censors are sending me an email. Yeah, right.

By radiogirl

What if it was just a bad movie.

By scooterrr

Did they even see the movie or hear/read the full quote from the movie? No!!!! Vince Vaughns character said that "electric cars are gay, not gay in the homosexual way" and then he went on to say how the cars are boring and dont stand out etc. He was saying "GAY" as if he was a kid saying it b/c teenagers say it all the time when there is something that is dull and that was who the Client (DODGE) was selling cars to.

By dk9904

Some people are just looking for something to be offended by.

"Those who are easily offended need to be offended more often".

By hepzibuh

I, for one, would like to put a rainbow sticker on my car and have it mean that I JUST LIKE RAINBOWS!

By Cecilia

The rainbow is also a symbol for the Autism Spectrum (which I'm on). But since it's a symbol for gay pride, and I'm not gay...yeah, I wouldn't want people to get the wrong impression! (Not that I have anything against homosexuality...like I said, I just wouldn't want to give the wrong impression.)

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