The Economics of Donnie Darko
I'm a culture snob. I am bored by 90% of what goes through the neighborhood movie theatre, 95% of what comes through my television, and 99% of what comes through the radio. I sometimes hear my fellow snobs say "There's nothing good on TV/Radio/Movies, why don't they play 'the good stuff'", by which they mean, the stuff I want to hear/see. Knowing what I do about economics (it's a hobby of mine). I sometimes bother to tell them "What you watch, not everybody wants to see! They're just playing to the largest audience available to them. If more people wanted what you want, you'd see more of it." They of course respond "No it's the corporations," or something else equally mindless. They don't think about why they think the corporations are out to spite them, just that they are.
Once in a while, though, something unconventional happens that helps me to prove this point: That everybody wants money, which means, if they're playing by the rules they want to earn money. Even your money. They have to give you what you want to get it. It's called mutually beneficial consensual exchange, a.k.a. "trade". But how do they know what you want? Well, first they look at what you've been buying, and then there are always people betting on something new, to see if you will like it. If people like and buy it, they'll make more of that sort of thing. This is called "Dollar voting".
So this guy writes a script. It's a weird one. Don't believe me? Well, it's got a giant bunny in it. Right. Anyway, it turns out a bunch of people will like this movie, but we don't know that yet. He doesn't know how many people will pay to see this movie, and neither do the studios he shows the script to. In making a movie, the studios have to put down a boatload of money, so they don't just hand it out willy nilly to every guy who pitches a story with a giant bunny in it. But the writer, he believes it's a good movie and he shows the script to everyone he can get it to. And not everyone in the business is too normal or too scared to realize that it's good. But it's weird, and funding a movie takes a lot of money and work, so it's not easy to just push it through. Luckily, Drew Barrymore, who for some reason is sort of a movie star (no I don't understand why), liked it too, and she, as a movie star, talked to her friends in the "Biz" and got them to give this movie a chance.
So this guy makes a good movie, and it's called Donnie Darko. Unfortunately, his movie finished just in time to comes out in November of 2001. You remember, that time when just about everyone was scared to go outside and sobbing uncontrollably in the grocery store, because of the terrorism thing? So not many people ended up seeing the movie. Alot of movies do badly, and it's almost always because the movie is bad (there are plenty of those). So the people who funded the movie thought "Damn, we bet on that weird bunny movie and it didn't pan out. I guess people don't like weird bunny movies, we shouldn't make any more weird movies, especially not with bunnies in them". And so they didn't, but that was not to be because it was a good movie, and:
"...the audience is right. They're always, always right. You hear directors complain that the advertising was lousy, the distribution is no good, the date was wrong to open the film. I don't believe that. The audience is never wrong. Never."
- William Friedkin
It turns out that some people weren't freaked out to go out, and the people who saw it liked it. Then they told their friends about it. Who told their friends about it. Etc. Etc. Next thing you know. The DVD is selling like hotcakes. Then, in 2002, the movie does well in Europe. Next thing you know, the studio executives start thinking: "Maybe it wasn't the bunny, maybe it was something else". And maybe it was, so two years later, this very strange movie, which is liked by many, but very much out of the mainstream, has been given a second chance. Now maybe it will do better.
But that isn't what's important. You see, all these teenagers and college students and weird movie likers told the studio executives what to do. They said "I want more of this", and the studio execs responded. Now all the people who enjoy the movie can see it the way they would have if not for 9/11 messing everything up. That's dollar votes, that's capitalism.
Meanwhile millions in the streets couldn't give us a Presidential Candidate against the Iraq war. So which is better again? Politics or Economics?
Full Disclosure: I actually haven't seen this movie yet... but it comes to Dobie the end of this month...