I had many titles prepared for this entry like “Taken3 has marched all over Selma” or “Tooken the crown from the King” or “Please support black films”. This past weekend Taken 3 made $40 million dollars with its 3rd installment of a man with a particular set of skills. The first one had originality and unexpected thrills, while the reviews for this third installment were middling at best. Selma was released wide on the same weekend and is being mentioned as an Oscar contender and gathered $11 million in revenue. Now my colleagues and friends have stated that I am comparing apples and oranges, but in the end $11 million dollars for a good film on opening weekend is deplorable. Even with a bangin soundtrack- cop that song Glory with John Legend and Common- it keeps me inspired. I have been told that I should be happy with the result and that I have unrealistic expectations. That black films just do not do well and black people can’t support such films on a grand scale because we are only 13 percent of the population and our dollars are already stretched.
I guess the issue is that we have been conditioned to believe that stories with black people in them are only relevant to black people. No one else wants to see our stories. Or that people already know the stories of Martin Luther King or Mandela – which over reached as a film- so why bother going. I don’t know that is true. People do not say the same about World War 2 films when they are done right- Saving Private Ryan or the Holocaust- Schindler’s List. Maybe we just need black films to be made by Steven Spielberg (also the mind behind The Color Purple) or add Quentin Tarantino to the mix to drive controversy. Maybe we just do mainstream films that happen to have black people in them- The Wedding Ringer is opening at a theatre near you on MLK Jr. Weekend. Prediction is $42 million in this “soft” season.
Maybe because our television shows are more diverse black people are staying home and not watching good movies like Top Five and Beyond the Lights- thank you Shonda Rhymes and Lee Daniels. Or maybe we just don’t understand how important opening weekend is to the life of a film. But I think these are all excuses because a film like “No Good Deed” opens up number one at the box office- man that Idris Elba is fine or Ride Along – which is not mainstream is the biggest opening of a January film ever- gosh that Kevin Hart is funny.
In the end, as an entertainment executive the actions and non-actions of the black and non-black community drive my decisions on what programming I deliver to the masses. See you at The BET Experience with a sorority sisters booth in full display- And right now I am just waiting for Think Like A Man 3 and Ride Along 2 or just Kevin Hart in anything at all.