An NC brand does diminish the number of screens a movie can play on. Of course, the proof will be in the pudding when the movie opens later this year. As for Fox Searchlight, they plan to essentially use word of mouth and targeted marketing to get the word out for the movie they plan to position a big Oscar campaign for best picture, director, actor, supporting actress, cinematography and original screenplay. I'm glad Fox Searchlight isn't running away from the movie and embracing the challenge.
Here's what the studio co-president Steve Gilula had to say about the rating:. We believe it is time for the rating to become usable in a serious manner. The sheer talent of the actors and the vision of the filmmaker are extraordinary. It's not a film that everyone will take easily, but it certainly breaks through the clutter and is distinctive and original. It's a game changer. We would all do well to keep in mind that this isn't unheard of.
It's not a film that everyone will take easily, but it certainly breaks through the clutter and is distinctive and original. It's a game-changer. The extent to which the near-pornographic levels of intercourse on display can be justified by the film's plot — in which Fassbender's character struggles with his sex addiction and the arrival of his vulnerable sister, played by Carey Mulligan — are likely being relied on to spread word-of-mouth buzz about the film which would be compromised were the content toned down.
Says Nancy Utley, Gilula's fellow president: "We hope we build up enough noise about the movie so that people feel it's part of their job to watch it. I haven't had a chance to see Shame , so I can't recommend that you see it just to support Fox Searchlight's decision. But if you're interested in the film at all, seeing it in theaters will only help make the distributor's point, and could push forward a slow reclamation of the NC, which has never really been given a chance.
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