Wednesday, August 6, 2008

Pineapple Express makes an early run for homegrown green.

Today is Wednesday. Plain old middle of the week, no special holiday coming Wednesday. Yet today there's a major new movie being released. Well at least Columbia Pictures hopes it's major. So does Judd Apatow Productions and Mr. Apatow's main partner in crime, Seth Rogan. Today is the release date for Pineapple Express, arguably the most blatantly hyped "stoner" movie since the days of Cheech and Chong and Fast Times at Ridgemont High (1982 if you want to know).
Is the world, or at least the part of it that goes to the movies, up for an out and out doper comedy? Apatow and Rogan are betting on it and have pulled together their usual antics in the pursuit of growing some of their own green. In interviews like the one that aired on AMC's Shootout, Rogan owns up to having drawn from personal experience to write the comedy and in this he appears completely credible. Though I grew past thinking these plot lines were funny well before Tommy and Cheech called it quits (that was some very funny sh_t), if you can wrap solid comedy around anything, I'm game. For me, the element that will suck me into a theater is Gary Cole, who may be one of the best dead pan funny guys since Dabney Coleman. OK, I'll get off of the dated references. It was Coleman who floored me in Will Ferrell's Talladega Nights, but I have to admit James Franco had me laughing in the trailers here. 

Most intriguing about Pineapple Express is it's Wednesday release. I have often wondered, given that two and three week old movies usually start showing weak numbers on Wednesday and Thursdays, why new summer films wait for Fridays to release. This makes Pineapple Express a possible marketing game changer. Funny or not, if the film clicks and turns in a huge five day number over what would have only been the traditional 3 day tally by Monday, Apatow and Rogan are going to look anything but high. Though that may be an accurate description of the direction of their bank accounts. We'll watch and wait. For our ticket expenses this week we'll be doing some catch up and perhaps a revisit to The Dark Knight. And if you want to laugh your ass off at 6 middle age actors cracking each other up, by all means get out and see Mamma Mia. But if dopes on dope is your ticket, suck in and hold, this is your Wednesday.

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