Two years ago, Warren Beatty returned to the screen with his dream-film about Howard Hughes: Rules Don't Apply.
Several months before release, distributors 20th Century Fox and Regency Entertainment held test screenings to decide how to market and open the film properly. The results were.... not great. Audiences thought the film dragged and those under 40 didn't know who Howard Hughes was, and complained that his behavior in the film was disturbing and repetitive.
According to producer Arnon Milchan's son, Yariv, Beatty dismissed the reactions, stating that the 25% Latino and 19% Asian audience was "too ethnic". Beatty refused to screen to more test audiences, instead relying on family, friends, and reporters who would write puff pieces on him to make the film look good. He also insisted on the film receiving a wide release on Thanksgiving weekend, ballooning the film marketing budget from $12-14 to more than $20 million. With another $31 million used for production, the film became the biggest flop in recent memory, grossing only $3.9 million worldwide.
The film is now is a ligation fiasco. Milchan sued the films investors to recoup marketing costs. The investors then counter-sued Milchan, blaming him for film flopping (Dirtbag Brett Ratner, one of the investors, actually claims Milchan fell asleep during a screening.)
Since release, Beatty has been trying to save his film, demanding studio meetings to discuss home release strategies. Neither bothered.
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