http://www.calendarlive.com/movies/cl-et-dutka4aug04,2,2593713.story subsription req'd
Turning to shock value to promote 'The Brown Bunny'
By Elaine Dutka
Times Staff Writer
Aug 4 2004
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Controversy is nothing new to (Vincent)Gallo's "The Brown Bunny," an unfinished version of which elicited boos at the 2003 Cannes Film Festival. Film critic Roger Ebert called it the worst picture ever to be screened at the event. Dismissing the possibility it could land a distributor, Entertainment Weekly's Lisa Schwarzbaum wrote: "No one in America will ever see a frame of this film."
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Taking a page from the playbook of Miramax Films chief Harvey Weinstein ("Dogma," "Priest" and "Kids," and more recently "Fahrenheit 9/11") and Mel Gibson's "The Passion of the Christ," the (Vincent)Gallo contingent is banking on the notion that controversy translates into box office.
In spite of what's taking place in the billboard scene, which Gallo says wasn't shot with "smoke and mirrors," the 42-year-old denies that his billboard design is the act of a provocateur. His aim, Gallo contends, is to legitimize the film, diffusing charges of gratuitous sexuality by calling up "iconic references" to sophisticated, X-rated fare such as Bernardo Bertolucci's "Last Tango in Paris" and John Schlesinger's "Midnight Cowboy." Gallo says the X rating, which the Motion Picture Assn. of America replaced with the NC-17 label in 1990, is his own marketing device to suggest that the movie is for grown-ups, rather than pornographic.
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The film's release coincides with the Republican National Convention in New York, which Gallo, a devout supporter of President Bush, plans to attend. Although some might question his association with the party's "family values" stance, the director sets things straight. "The right-wing people I know are more tolerant than the left-wing commies you find at Cannes."
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