Big Hype, Bad Movie–The Love Guru Standard

22 Jun

The Hangover suspects that the amount of marketing preceding a movie’s release exists in an inverse proportion to the movie’s quality.  In other words:  Big Hype, Bad Movie.   This thesis results from 1) suffering throught a month-long, full scale media assault by Mike Myers and 2) various reviews of his film The Love Guru.  (Full Disclosure:  This is a movie that The Hangover won’t be seeing until it hits HBO in the hopefully distant future.)

In the past few weeks, Myers has:

  • Appeared on the cover of the July Esquire.  The accompanying article 45 Years in 45 Sentences wasn’t nearly as funny as it could have been, although it did manage to pimp The Love Guru and re-pimp Shrek, Wayne’s World, and Austin Powers
  • Hosted the 6th Annual TV Land Awards (6/15/08 )
  • Appeared with Justin Timberlake (also from the movie) on ESPN’s Sportscenter.  (And this is after hockey season.) (6/13/08 )
  • Appeared on The Tonight Show (6/12/08 )
  • Hosted MTV Movie Awards (6/1/08 ), resurrected a tired Wayne and Garth
  • Appeared on Ellen (5/21/08 )
  • Appeared on American Idol Finale as Guru Pitka, his character from (surprise) The Love Guru. (5/21/08 )
  • Well, you get the point by now.  The Hangover also wishes to remind the reader that this is only a partial list.

Now let’s compare the amount of Myer’s promotional work with some reviews of The Love Guru.

From Wesley Morris of the Boston Globe ( earning 1 out of 4 stars):

“Some movies are polite enough to save their outtakes for the closing credits. Others wait for the DVD release. “The Love Guru” doesn’t have that kind of patience. It’s a pitiful assortment of bad ideas and gags that never work; I don’t know what else to call a movie that asks us to find Jessica Alba credible not only as the owner of the beleaguered Toronto Maple Leafs and a comedian, but as a woman attracted to a vulgar, hirsute Mike Myers. Oh, yes I do: Embarrassing.”

From A. O. Scott of the New York Times: 

“Which (the movie’s catchphrase being much less amusing than it should be) might sum up “The Love Guru” in its entirety but only at the risk of grievously understating the movie’s awfulness. A whole new vocabulary seems to be required. To say that the movie is not funny is merely to affirm the obvious. The word “unfunny” surely applies to Mr. Myers’s obnoxious attempts to find mirth in physical and cultural differences but does not quite capture the strenuous unpleasantness of his performance. No, “The Love Guru” is downright antifunny, an experience that makes you wonder if you will ever laugh again.”

The Hangover realizes that we may be committing a stasticial fallacy by taking this one example and extrapolating the “Big Hype, Bad Movie” theory of film marketing.  We’ll have to put the research department on this for further study.  Or perhaps we’ll wait and see what happens when Shrek Goes Fourth comes out.  The guess here is that Myers will have a much less demanding promotional schedule–those Shrek movies are actually funny.     

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