Greetings, earthlings. I have just returned from a faraway land in which I was editing a book (Capitol Changing by Mary Walters, available this summer). Between that and my regular job, my desire to read/write was completely sated for about three months.
Though I won’t end with the answer, I’ll start with a question:
Can The Avengers, The Hunger Games, and other high-grossing movies be interpreted as significant indicators of the economic health of the U.S.?
If The Hunger Games can rake in $155M domestically its first weekend, and The Avengers can exceed that (at $200M) just a month later, I’m not convinced that the middle class is really hurting.
Okay, I just said that to be annoying. But it’s a path of inquiry I would still like to follow.
A friend and I once hypothesized that a lot of problems could be solved if just one summer blockbuster — like The Avengers — was produced and marketed with 100% of profits not being profits at all, but being used to underwrite the solution to some persistent social or environmental ill. Getting millions of people in the U.S. and millions more throughout the world to give $10 to the same cause at approximately the same time is a nearly impossible task, but getting them to give the same in exchange for a few hours in front of yet another screen requires no more persuasion than that which a few fights, explosions, and good-looking actors can provide.
This is probably the part where everyone who’s older and wiser than me starts snickering. A nonprofit blockbuster could never happen because profit is the only thing that motivates these people to make cool movies in the first place, right? And a lot of Hollywood guys and gals give to charity anyway. They shouldn’t be coerced into working for nothing . . .
No, they shouldn’t. But think how interesting it would be. The movie wouldn’t have to be anything related to the cause it was serving — e.g., if Avatar’s profits went toward protecting rain forests and indigenous cultures — rather, the aim would be to make as cool of a movie as possible (The Dark Knight Rises?) and unleash it on the world, which would be informed of its intent.
Here’s how it might play out: The actors, of their own free will, would agree to take a normal payment for their labor — say, $50 an hour, as opposed to the $50M Robert Downey, Jr., stands to make from The Avengers — and the writers, editors, film crew, and producers would take similarly modest sums. FOR ONE MOVIE.
Then, after a marketing campaign augmented by free social-media exposure (and free regular-media exposure…gotta make the parents look good!), some outrageous number of people would pay $8 a pop to see the film ($13 if it’s in 3-D). I know this would happen because an outrageous number of people went to see Pirates of the Caribbean: On Stranger Tides.
Those who contributed their talents to the film would be paid as I just described, the theaters would get their cut, and then something really bad would have a chance to get better.
But.
One of the challenges with this idea is finding a cause that most people agree is worthy. There really aren’t many like that. But I think homelessness is a cause that most of us — excluding those with blind faith in “bootstraps” — could get behind. So I will use that as the hypothetical benefactor.
Every time I’m walking in downtown Chicago, five days a week, I see homeless people. It’s almost always the worst part of my day. I feel bad if I ignore them, and sad if I think about them. Giving them money makes me feel slightly better about myself for about a minute, and no better about the world. I wonder how many people are homeless because they really messed up, and how many are out there because they were born into a bad situation or are the recession’s collateral damage. I don’t know.
Just imagine, for a moment, that Inception, which cost $160M to make and grossed $832M worldwide, was produced, marketed, and consumed under this premise. That means $657M (minus a few million for peripheral costs that I don’t understand) would go toward constructing shelters and procuring modest food supplies for people who have neither. That seems so worthwhile.
And, consumers, you will still enjoy the same experience you always did. Actors, directors, Hollywood minions — you’ll still be taken care of, while taking care of something else. Not everyone has such a grand opportunity.
If this is possible, someone needs to do it. James Cameron, Steven Spielberg, George Lucas, Tyler Perry, Wes Anderson, Joss Whedon, Gore Verbinski, Quentin Tarantino, Michael Moore, do it.
If it’s not possible, tell me why.



