From January–May 2012, I was a script development intern at Overbrook Entertainment, the production and management arm of the world’s most bankable star, a Mr. Willard Smith. While a majority of my time was spent doing mostly rather unpleasant intern tasks, I also had the opportunity to take a peek into an adept public relations machine.
Smith had been on a break from feature films since 2008, when he starred in Seven Pounds, and had mostly stayed out of the public eye besides a brief marketing push for the 2010 release of The Karate Kid, starring his son, Jaden. However, he had spent a good portion of the last two years making the Men in Black franchise’s third entry, a movie that nobody seemed to have asked for. Nevertheless, with Smith as its star, the secret organization of alien wranglers was primed for an inevitable return.
The original 1997 film is widely accepted as a critical and financial success. The outrageous Rick Baker-designed aliens battling Will Smith and Tommy Lee Jones throughout New York were wrought with both star power and a visual style that appealed to viewers critically, and raked in over $500 million worldwide against only a $90 million budget. The moviegoing population loved MIB, but does anyone remember MIB II? And if so, is it anything positive?
MIB II was a financial success, yet it made substantially less than the original—about $60 million less in the U.S., and nearly $150 million less worldwide. A long five-year layoff between the two films coupled with changing screenwriters to produce a convoluted plot that greatly distracted viewers from the fantastic aliens everyone had grown to love. So if viewer fatigue and production issues slowed down the second film, how did the franchise manage to rebound with its third installment 10 years later? (more…)