Unfortunately for MGM/United Artists recently, Name has its drawbacks, too. According to the conventional wisdom, everything was difference 100%-plus for the picture entitled Mulholland Falls: a Name cast headed by Nick Nolte, Melanie Griffith, John Malkovich and Chazz Palminteri; a book based on a best-selling crime unexampled by James Elroy; an A-level production package put unneurotic by Richard and Lili Fini Zanuck (Feld 4-5). Given what the Hollywood Reporter designates a " study studio push" and a "very wide" sack - more than 1,500 screens nationwide (Cels 10) - one would imagine that this Name jut had every MGM/UA executive's stamp of approval. All of the factors were there: Name, Name and Name. genuine it was expensive, with up-front Name salaries running into the two-digit millions before the cameras shot a mm of film. Still, the Name(s) were insurance. Mulholland Falls opened the weekend of April 26th with great expectations.
effect? After seeing Van Damme's The Quest take covering fire honors, Mulholland Falls placed fourth and barely scraped together $4 million (cels 10). Surprisingly, second place for the weekend - and $6.8 million stripe office grosses (Cels 10) - went to a modestly-budgeted romantic comedy with virtually no "box office Names": The Truth About Cats & Dogs.
Cels, Roger. "The Hollywood Reporter boxoffice preview: 5 avoid going against the wind.
" Hollywood Reporter (3-5 May 1996): 10.
Reeve, Matthew. "In-class interview with the director of The Pallbearer."
This is a Name vehicle of the non-studio sort - i.e., it depends on U.S. domestic merchandise recognition of the TV name, ignoring the international market that the "studio system" is known to value. (Example: Although Sylvester Stallone has long been, at best, a stagnant Name in the U.S. domestic market - his body process films have been proven successes in the non-English language markets, more than compensating for their lukewarm American box office.) With The Pallbearer/David Schwimmer marketing strategy, fans of the #1 scud television series Friends are appealed to directly: the Name is "familiarity", non "Star".
Feld, Bruce. "Interviews for Mulholland Falls: Nick Nolte, Lee Tamahori, Chazz Palminteri, and Jennifer Connelly." Drama-Logue (2-8 May 1996): 4-6.
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