Wednesday, 23 February 2000

WEEKEND RANTING AND THEN SOME

Welcome to one of those weeks. The column has been skewed by both a bunch of dead presidents, last week's adventures with a guy in Texas and three movies that demanded a lot of space yesterday. So instead of one long rant & rave today, it's a bunch of Hot Button mix and match pieces, starting with the stuff that didn't make yesterday's column.

THE UGLY: The Newsweek interview/press release with the Brothers Weinstein was ugly to read, as Newsweek's Mark Miller pitched softballs that blind midgets could have sent over the wall, much less top media pros like the Weinsteins, who practically buried the bat in the butt of their interviewer. And the funny thing is, I don't blame them. Here is one of the two most highly regarded mass audience news magazines allowing these guys to stake a publicity position without any challenge whatsoever. They were smart to take the opportunity.

And here's what I saw between the lines. Word at Sundance from inside of Miramax was that Harvey definitely had a heart attack, probably had a second and was spared open-heart surgery because he did, in fact, have a bacterial infection that made him too weak to have the operation. The whole tap-dance at the top of the "interview" about why Harvey stopped smoking cigarettes…come on! "Harvey: (Smoking's) injurious and it took this to make me realize it. Bob: But it wasn't cigarettes that [sent Harvey] to the hospital. Harvey: Right, but I took it as an opportunity." Good save, Bob. And yes, there is plenty of reason for Miramax to avoid the notion that Harvey has a heart problem, particularly one that wasn't fixed by a multiple bypass. One of the stories of Sundance this year was that the studio was essentially frozen (no pun intended) in his absence and that they may have bought some films during the festival had Harvey been there. Bob is respected, but Harvey is the engine. If Harvey is sick, Miramax is going to be seen as sick and that's bad for business.

Next, the brothers explain to Newsweek why Bob is more important than we think. Same reasoning. Bob is going to have to become higher profile to make up for any speculation about Harvey, no doubt about it. So, there is this bizarre exchange: "Newsweek: Did you have any epiphanies about the way you've been doing business? Harvey: No, I love it more than ever. I'm very jealous that my brother ran the Academy campaign on "Cider House Rules" and it got seven nominations. I was the point person on The Talented Mr. Ripley [which received five nominations, none for best picture or director]. I'm lucky I have a job." Uh, Mr. Newsweek, you asked a question that I'm not interested in answering. Let me tell you why you're here…to tell everyone that Bob was the power behind Cider House and I failed with Ripley. I'm sure that Paramount appreciated that one more than anyone, given that the studio maintained all along that they were in charge of Ripley, even though Miramax was booking all the interviews.

And then, some wonderful straight-forward honesty, even though Newsweek doesn't bother to pick up on it, but goes onto another Weinstein friendly subject. But the section goes, "Newsweek: Still, no one was talking about "Cider House" as a contender. Harvey: We knew that this was a movie that people love. We say this every year: the key to an Academy race is getting the people to see the movie. If someone is in Thailand, make sure you get a cassette to that person. That's what we do. There's no magic or some incredible marketing campaign that we create. Read an Ed McBain novel: it's police work. Do the grunt work, find out where the [academy member] is living."

Absolutely true. And exactly what I said in this column last week. It's not magic. It's hard work from publicists. It is more than just getting them to see the movie. John McCain kind of got Miramaxed in South Carolina last week. Enough Bush ads calling him a "Reformer with Results" and suddenly the electorate decided it must be true. And even though South Carolina is as right wing as Republican states get, it has now set the tone for the rest of the primaries and McCain is fighting uphill. The mere fact that Cider House got nominated returned quick dividends for Miramax.

Thus, the next 'graph: "Newsweek: "But I know it has been difficult to get some people to see "The Cider House Rules." Harvey: The thing that pleases me the most is that Newsday, USA Today, the Los Angeles Times and Variety all said that it's pretty much a two-horse race: "Cider House Rules" and "American Beauty." That's what they said." Again, Harvey doesn't answer the question and is never challenged about that. I thought that was Journalism 101. But he is right. Those four majors took the bait and are so dazzled by the Miramax machine that they jumped right on board for fear of being left behind. And if the Academy members come to believe it is a two-movie race because they read it enough times, guess what? It becomes a two-movie race.

The rest of the interview rambles along, as the brothers give a graduate level course on how to abuse an interviewer. Perhaps the low-point being when he actually asks, "Why do you think you're singled out for criticism? Is it your oversize personas?" OH MY GOD!!!! What wine goes with butt? There's not a single question in the whole thing that is informed with as much information as any research assistant at Entertainment Weekly could muster of the top of their head. And this is Newsweek magazine!

Finally, the interview swings back around to the reason they gave the interview in the first place. "Newsweek: Did your illness cause you to think of a succession plan for when you are not here to run the company? Harvey: We're so young! I'm 47. Bob is 45. First we're going to coronate ourselves! [Laughs] And then we're training our daughters to take over. That's the plan!" And that's what they wanted you to know. And again, I don't object to their effort to get out their message. I only object to Newsweek turning softer than US or People or Tiger Beat.)

PAGE TWO: "Miramax's List, Batman, The Blossom Room & You"