Bridesmaids

“Hey A Lot Of Ladies,” began a mass email I received on Wednesday from Emily Bracken, a writer and acquaintance. She was forwarding a message from Kirsten “Kiwi” Smith, a producer and the screenwriter of “Legally Blonde” and “The House Bunny,” who has no professional connection with “Bridesmaids” but is nonetheless agitating on its behalf. “I know you get a lot of emails about donating money to worthy causes, but I’d like to draw your attention to one in particular: The Chick Flick,” Smith wrote. “It is currently on the Motion Picture Association of America’s list of Endangered Species and it faces extinction if we don’t act now.”

Urging everyone to buy tickets to the movie, Smith continued, “Let’s show the planet we are capable of queefing out some major box-office lady-power.”

Bracken added her own message on top of Smith’s. It read, in part, “I encourage each and every one of you to see ‘Bridesmaids’ this weekend, not just because it’s hilarious, but because we MUST show Hollywood that women DO want movies that are not vapid romcoms or something about shopping … A lot is riding on this movie. So please bring your girlfriends, boyfriends, husbands, and neighbors out in droves. And please, if you feel moved, encourage others to do so, as well.”

Yes we can … buy tickets to a Kristen Wiig movie in an effort to persuade Hollywood that multidimensional women exist, spend money and deserve to be represented on film.

What’s motivating this campaign is simple: Hollywood studios do not make comedies for or about women anymore. Yes, they used to. As recently as a few decades ago, when comedy stars like Lily Tomlin, Bette Midler and Goldie Hawn stalked through theaters alongside supporting players like Teri Garr, Carol Kane and Madeline Kahn, bringing us movies that were sometimes sublime and sometimes disposable, but which had women at their heart. Think “Private Benjamin,” “9 to 5,” “Outrageous Fortune,” “Down and Out in Beverly Hills”…

Those days are long gone, and we now inhabit an entertainment universe in which everything male-centered is standard, and everything female-centered is female (yes, this dynamic extends into publishing, politics and professionalism, but for now, let’s keep it to Hollywood). What that means in practical terms is that women will plonk down dollars to see a male-dominated action movie, a girl-gobbling horror flick, or a dude-centric comedy just as easily as they’ll pay for the kind of female-fueled movie that is literally made for them. Men, meanwhile, have apparently been so conditioned to find anything female emasculating (notwithstanding the expectation that their girlfriends find anything male, including “Thor,” scintillating) that they cannot be moved to sit through any movie with a fully developed woman at its center. As Tad Friend recently put it in his New Yorker profile of the actress Anna Faris — in a sentence mentioned frequently by “Bridesmaids” activists — “Studio executives believe that male moviegoers would rather prep for a colonoscopy that experience a woman’s point of view, particularly if that woman drinks or swears or has a great job or an orgasm.”

So studio executives simply don’t make movies, and especially comedies, from a woman’s point of view anymore. Which doesn’t even make that much economic sense, given the fact that even without a male audience, women are so powerful a consumer force that they can make the few movies that do focus on them successes — see “The Devil Wears Prada,” or “Sex and the City” and “Sex and the City 2.” (Actually, don’t see “Sex and the City 2,” but consider what its high grosses say about exactly how desperate women are to find themselves reflected on the screen in anything other than supporting, carelessly sketched nubile girlfriend roles.)

Enter “Bridesmaids,” a movie chock full of female talent, based on a script solicited from Wiig after she impressed bro-mantic comedy king Judd Apatow in her supporting role in “Knocked Up.” If this movie can win the box office (or, frankly, even get close) on its all-important opening weekend, the thinking goes, studio executives will have an economic incentive to make more female-friendly films like it.

The movie is being sold in the vein of Apatow’s boyish burp-fests: Trailers focus on a food poisoning scene that involves women in bridal gowns excreting from both ends. But the plot line — which centers on Wiig’s 30-something character, down on her luck professionally and personally, being put through the modern maid-of-honor mill by her best friend — offers the promise of something really good: an exploration of female social relationships, all the more complicated in an age when we do not all marry by 22 but create our adult lives alongside our girlfriends.

From the trailers, I have come to hope that “Bridesmaids” might in fact be a broader and more commercial take on the kind of relationship Nicole Holofcener painfully and hilariously picked apart in 1996′s “Walking and Talking,” one of the best movies about women ever made. (Holofcener has consistently made funny, stirring flicks about chicks, but they are by no stretch of the imagination blockbusters, or even major releases. It is a testament to their rarity that after her 2006 movie “Friends With Money” concluded, one of the two girlfriends I’d gone to see it with remained in her seat, staring at the screen. When I nudged her to move, she looked at me balefully and said, “I didn’t want it to end. I want it to keep going.”)

I have not seen “Bridesmaids,” though I know many people who have said good things about it, including Salon’s Mary Elizabeth Williams. And Tuesday night, before receiving the email from Bracken forwarded by Smith, I was moved to post on Facebook Melissa Silverstein’s explanation from “Women and Hollywood” of “Why Bridesmaids Matters,” after seeing a link to Silverstein’s post on the Facebook page of movie producer (“Sleepless in Seattle,” “How to Lose a Guy in Ten Days”) Lynda Obst. Obst had written, “Seriously, we have to see this movie this weekend. If you are a woman, like women, or simply don’t hate them … if we don’t go, they won’t build them anymore.”

Just a few minutes later, Farrin Jacobs, an editorial director at HarperCollins Children’s books, commented on the link that though she had already seen the film, she had made a date to see it again this weekend with girlfriends, “because I want funny lady movies to keep existing.” Jacobs later told me that her determination was born of that New Yorker piece, and how sad she’d become thinking that men just won’t watch female characters. She’d been in Los Angeles and scored tickets to the “Bridesmaids” premiere, and she claims that at one point, the movie made her laugh so hard that she cried. “Seeing the movie and thinking about the Anna Faris article, and knowing that if this movie didn’t do well, that would be it for at least the next couple of years for the life of female comedies, I’m trying to get everybody I know to see it,” said Jacobs. “Also, it’s funny.”

So here is this movie. This movie that may be silly, may be gross, may be great, may be terrible, may have hidden under its flatulent exterior a nuanced and too rarely spied depiction of female connection. It seems that it really matters — to Hollywood and its press and its executives and its female moviemakers and storytellers and performers — how it does. As Obst, who has no professional involvement in “Bridesmaids,” told me when I contacted her about this story, “We are all watching it like we made it.” The film’s director, Paul Feig, who perhaps has copped an overly chivalrous tone recently, told the Onion’s AV club, “It’s not often that a studio will allow a movie that’s all driven by women to be made, so I felt the pressure of, ‘If I screw this up, it’s going to fuck things up for women.’”

I just keep thinking about Wiig, the driving creative force behind the existence of the film, having been thrust, apparently unwillingly, into the role of feminist figurehead. I imagine her holed up in a hotel room, Hillary Clinton style, waiting for the polls to close and the weekend box office numbers to be finalized.

Me, I’ve been wondering how I’m going to get out of the house to the movie theater. I am home on a maternity leave, a 6-week-old beside me, just beginning to figure out baby sitting. Perhaps I will try to take my daughter to the earliest neighborhood matinee, provided she’s not fussing. She’s in the only stage of a woman’s life in which she’s actively encouraged to do what the ladies in this movie apparently are doing: belching, farting, barfing. More than that, maybe it will be an investment in her moviegoing future, an effort to ensure that she will have years ahead of her in which she has a chance to see herself, her friendships, her relationships, her work and her life reflected back at her in a way that makes her laugh till she cries.

But has it actually whetted the film business’s appetite for more female-driven projects? Salon called Lynda Obst, producer of movies like “Sleepless in Seattle,” “Contact” and “How to Lose a Guy in Ten Days,” the television show “Hot in Cleveland,” the author of “Hello, He Lied” and all-around movie sage, to see what, if anything, has changed in her town this summer.

Did the success of “Bridesmaids” make a difference to your business?

Yes. It had the biggest impact of any women’s movie that I can remember in my career.

In your whole career, which began with “Flashdance” in 1983?

Yeah. It came at a moment when any movies for women, women’s comedies — forget dramas, there are no dramas for anybody — but women’s comedies, women’s thrillers were going to get put by the wayside forever. Women’s projects were dying everywhere. That’s why the opening of “Bridesmaids” was so critical for every woman in features, why its success was attended with such profound interest by every woman writer, producer and director in town.

The second important factor was that there were no stars in the movie and it wasn’t tracking in advance.

And that matters because it means that it was the material, not a movie star, that drew people to theaters?

Yes. Its success wasn’t automatic. A star opens a movie. Sandra Bullock opens a movie. But there was nobody in this movie who had ever been in a movie before, so it’s the hardest kind of movie to open.

It means that its success was due to the fact that people enjoyed it, and gave it good word of mouth once the movie started screening. Which leads us to the gigantic thing, which was the revelation that women can open a movie, and also, that this [women's movie] crossed over. Men came. It drew women of all ages and it drew guys and was a major hit. And not just domestically, which is part two of this gigantic thing, because the movie business right now is being driven by international box office.

Comedy doesn’t usually travel well. Movies that travel are movies with very little dialogue, usually dependent on action or family content or big international stars. But “Bridesmaids” did very well internationally. The concept was easy to understand in all languages. It gave us a clue as to what movies will work internationally with women in them. So what we learned is: Broad comedies will sell abroad, even with broads.

What are the immediate effects of this?

There are suddenly projects for women! I’m pitching one right now that is a female-based comedy and people are really responsive to it. And then my directing debut, which was dead in the water at New Line, went from having no momentum to having momentum, the weekend right after “Bridesmaids” opened. “Bridesmaids” meant that the idea of being able to make a movie about women was resuscitated.

Well, for now. What if the next female comedy flops?

If the next one flops, who knows? Two action movies flop and it means nothing; one women’s movie flops and it’s the end. But “Bridesmaids” was followed immediately by the success of “The Help,” which was terrific because that was driven by women too.

So what we’re finding in the American market is that younger male eyeballs are disappearing in large numbers, going to video games, going to the Internet. But women are going to the movies, if you make movies for them.

Now, does this mean we will stop making movies for the younger male quadrant? No, because the young male quadrant likes the same movies as international audiences — action movies, man movies.

Man movies?

“Ironman,” “Spider-Man,” “Batman.” Man movies.

Are studios pursuing women’s projects or are people just feeling like they can pitch them again?

I think the latter. But I think studios were suddenly receptive to them.

This is not the first time in recent memory that a woman’s movie has done well and studios have failed to notice in any permanent way. “The Devil Wears Prada,” your movie “How to Lose a Guy in Ten Days,” “Sex and the City” have all been big women-driven hits, and yet women’s movies were on the brink of extinction.

Studios have institutionally short memories when it comes to women’s movies. “Sex and the City II” did better internationally than it did domestically, which would have made you think that they would have noticed it. I mean, that’s what inclines Fox to make “Ice Ages”; sequels do so well internationally. But studios don’t seem to generalize by the same rules in women’s movies as they do for other movies.

Every time a woman’s movie does well, it’s a brand-new fact. Every time we rediscover the female audience, it’s astonishing.

So it’s possible that despite “Bridesmaids’” success, four years from now you and I will be having the same conversation about the death of women’s comedy?

Yes.

That’s depressing. But back to the success of “Bridesmaids.” There was a certain amount of social awareness around going to the movie. Because of the press it got, women seemed to be aware that going to see the movie was not just about enjoying it, but about sending a message to Hollywood. Do you think that had an impact on its box office?

Well, I know there was tremendous awareness in Los Angeles that we had to open this movie. I believe it happened in New York too, but I don’t know that that happened nationally.

What happened nationally was that there was a hunger for something for women to relate to, because there’s usually nothing out there for them. It’s what happens with an urban audience with Tyler Perry.

I had a sense from friends in other cities that they were going with their girlfriends and that they knew it was made for them.  It’s so rare that there’s a movie made for them. It generated such excitement.

You would think that that excitement alone would send a message that there is an eager audience out there for material about women.

Well, I think you can see a lot of that reaction on television. It is the year of women on television. Television is much more female-friendly than Hollywood. There are a tremendous number of female executives, and when they see something like “Bridesmaids,” it’s much easier to react fast to it, and there’s less institutional resistance. They love the zeitgeist.

But timing-wise, this season of television was already a done deal before “Bridesmaids” opened, so it can’t have been a reaction, can it?

Well, the [final] decisions about this current fall season were made at the upfronts, which roughly coincided [Editor's note: actually, directly coincided in mid-May] with the opening of “Bridesmaids,” so there actually could have been a connection.

But also, I have just been through the next season of creative development and let me tell you it’s just as female-friendly as the one that’s on air now. There are shows about women and girlfriends and not just couples. There is television about women, for women. Real women.