Last week, I had the opportunity to go see a screening of Tucker Max’s upcoming movie, I Hope They Serve Beer in Hell. Although I’d made some predictions about how well it was going to do based on the marketing alone, my claims were more or less unsubstantiated because I had no idea whether the movie was good or bad.
And I want to just say, before I give my opinion, that I was actively looking for substantial flaws with this movie. Everything I’ve read about it has been overwhelmingly positive, and it just seemed unrealistic to me. Some people have pointed out pacing issues or whatever, but no one has flat out said “this movie sucks.”
Well, you can add me to the pile of positive reviews. I can’t dissent just for the sake of it: this movie was funny as hell.
And I can now say with confidence that I think this movie will blow up. It’s hilarious and edgy (it easily has one of the most graphic and disgusting scenes of any movie I’ve ever seen, but you’ll be laughing too hard to care), and it has a solid storyline to boot. Fans will quickly see that it has the classic Tucker formula of low-brow humor mixed with sharp and witty dialogue. But what really stood out to me was how authentic it was. There weren’t any stupid hijinks or ridiculous plot twists that jolt you out of the story. It was just an honest comedy (which is exceedingly rare). I walked out feeling like I’d just watched funnier, smarter versions of my friends on a big screen for two hours.
So here’s what I think is going to happen: this movie is initially going to be seen by all of Tucker’s fans. College and high school kids will go to theaters in droves to see it. Then word-of-mouth is really going to kick in, and people who have never read Tucker’s book or been to his site will go see the movie. Multiple times.
Think about this for a second: what happens when you discover a hilarious movie that none of your friends know about? You tell all of them and beg them to see it, right? That’s what I’ve been doing for years with Windy City Heat, for instance. I’ve made several of my close friends watch it, given the DVD as a gift a few times, and talked it up to anyone who I think has a similar sense of humor. That’s what’s going to happen with Tucker’s movie. People who have never heard of him or his stories will see it once, then drag their friends to the theater to watch it again.
Keep in mind that I fall into Tucker’s target market. I’m a 22-year old male who already likes his stories (especially this one and this one). But what I think is really going to surprise people is how much this movie will appeal to the older crowd. I was talking to a 46-year old guy after the movie (I asked how old he was), and he absolutely loved it. He said it reminded him of his wildest days in college and how much fun he used to have.
On top of that, I also overheard a distributor as I was walking out of the theater, saying, “This movie was so eff-ing funny. And the thing I liked most about it was that it made fun of everyone. No group was singled out, and everyone was equally offended.”
You can take my opinion with a grain of salt if you want, or dismiss it altogether because you think I’m a biased source. But I’ve been a fan of Tucker’s since 2004. I’ve introduced his site and his book to at least 10 of my friends. I’m not touting this movie because I recently met the guy — I’m touting it because it has merit. It’s original, fresh, and genuinely very funny. I guarantee you’ll laugh your ass off.
My prediction remains the same:
This movie will be big. Very big. And the mainstream press will not see it coming.
——
And lastly, I just want to add that the three main actors hit it out of the park. They were all hilarious and extremely likable. Especially Jesse Bradford. That guy stole almost every single scene he was in.
I’ve always found Tucker’s stories hilarious, but I was also skeptical of the film. However, if you liked it this much, maybe I will fork over the $10 to see it in theaters.
Netflix will be sending me “Windy City Heat” shortly (or not-so-shortly, as I’ve had my current three DVDs sitting around for almost two months now!). Have you seen “Waiting for Guffman”? That’s my vote for most hilarious film.
By: Marina Martin on March 19, 2009
at 3:14 pm
Looking forward to this. Especially the attractive females in it. It’s no secret that Keri Lynn Pratt is really into me.
By: Ryan Stephens on March 19, 2009
at 4:41 pm
Interesting. Care to make any box office or imdb rating (after a few weeks) predictions?
By: Andy McKenzie on March 19, 2009
at 8:25 pm
It’s really hard to say. Tucker has diehard fans as well as diehard haters. I’m guessing it’ll start off strong on IMDB (maybe low-8s) then taper off to the mid-7s.
By: charhoehn@gmail.com on March 20, 2009
at 12:28 am
Tucker + money + fame, will be something to behold…haha
By: Slammer on March 20, 2009
at 11:03 pm
Just finished Windy City Heat. Laughed my ass off — thanks for the suggestion, Charlie :)
By: Marina Martin on March 27, 2009
at 2:16 pm
Have you heard that you can download it already? I think it’s part of his overall distribution campaign. Coming from a guy that knows first hand just how brilliantly Tucker plays out his plots using the Internet I can tell you that [http://www.torrentreactor.net/find/tucker-max-download] probably isn’t a joke… if you feel like paying for the downloading software, which as a poor college student, I cannot afford.
Great writing Hoehn. Excellent musings.
By: AndrewAtor on June 2, 2009
at 3:21 am
Thanks, Andrew.
I can assure you that the search link you included doesn’t contain any legit downloads of the movie. I think I would know in this particular situation.
By: charhoehn@gmail.com on June 2, 2009
at 3:58 am
The movie has no real distributor, Indy films rarely ever hit it big, especially on a directors first try. And his marketing campaign has languished IMO. He’s basically setting up a 50-day tour to promote the movie…only to colleges.
The script has been panned by several well known critics, and the general rejection by major studios seemed to indicate they didn’t think the script was that good either.
“I’m guessing it’ll start off strong on IMDB (maybe low-8s) then taper off to the mid-7s.”
BUHAAUHAUAH! Go over to the IMDB boards and you tell me. I’m predicting low…and as far as box office gross? FreeStyle Releasing is doing it…top grosser is 16 million box office, and they had better actors and writing in those movies.
Everyone overestimates his fan base…he sold only 400,000 copies of that book. Let’s assume he gets all 400,000 readers, at 10 bucks a piece, that’s 4 million gross. It’s opening on about 500 screens, it’s not going to become a cult classic (which is the line he’s selling now) because Tucker never bothered to be serious about his craft because he can’t handle criticism and thinks his way is the only way.
Looking forward to this tanking like a stone, proving that no you can’t translate mild internet fame into talent or a legitimate celebrity career.
By: Nicey on June 10, 2009
at 12:39 pm
[...] the nation’s response to ‘I Hope They Serve Beer in Hell’ in a few months. Like I’ve said before, it’s going to be [...]
By: The Hangover vs. IHTSBIH « Hoehn’s Musings on June 11, 2009
at 1:02 am
The above, above comment also has some spot-on accurate comments.
Freestyle releasing is essentially a way to self-distribute. Tucker has openly said his distributor is Fox. -That- is a flat-out lie.
Freestyle and Darko both have never had a hit ON PAR with what Tucker is predicting. His movie may very well make good money, but he claims 20 million opening weekend.
By: Mike on June 23, 2009
at 4:50 pm
Quote: (by Nicey) “I want to see this movie fail”
It’s sad to see someone wish failure on someone else for the simple reason of backing up whatever beliefs that keep this person’s safety blanket attached securely to that person’s body. Would it really be that bad to see him succeed? So a man takes some initiative and has some success. What’s it to you? Only good can come of his project. If the movie is good, you get to enjoy a fun two hours. If the movie is not, you will not see it and be spared (most likely due to you searching an IMDB rating before even considering buying a ticket). So this movie can, no matter what, cause you to either profit or break even, and your wishing failure. I guess this means that you’re just miserable. Sucks to be you dude.
By: Mick_the_guiney on July 4, 2009
at 11:29 am
Nicey, I don’t usually bring a comment “back from the dead”, but…
1. If the book sold 400k copies I can guarantee you it’s been read by twice as many people. My own copy is completely tattered, water stained and dog-eared from 5-6 people grabbing it off my desk and taking it home. And that’s after my girlfriend and I read it.
2. Supposing that ‘only’ 400k people are fans enough to purchase the book, aren’t those same people going to be talking incessantly about the movie leading up to it’s release? That’s a pretty significant street team IMHO, especially when you factor in my point above.
3. Touring the country and stopping off at selected colleges BEFORE the release is going to be huge. How are you missing this? Am I taking crazy pills? That’s his core audience, and according to census reports there are approximately 16 million undergrads attending at any one time.
My guess is that if it’s that good, they’ll be seeing it more than once (points to the Hangover) and I honestly can’t think of a better bang for his buck (pun intended) than to generate WOM in this particular section of the populace.
If it sucks, you win, and it’ll tank. If it doesn’t, most of what Tucker has predicted will come true.. regardless of what your analysis points to.
By: CMY on July 13, 2009
at 6:53 pm
Nicey sounds a lot like one of the trolls from over on the imdb boards he mentioned. Seriously, go over and read a few of the threads there; you`ll notice the same sort of pathetic hatred evident in his post. It is sad people can`t just be happy for Tucker.
If Tucker comes out of this a success, that means a writer can succeed in hollywood on the strength of his product alone. Without studio executives focus grouping the hell out of it. If it inspires more like him that would be a huge step in the right direction for a industry drowning in Will Ferrel-esque throw away comedies.
By: UTB on August 12, 2009
at 5:42 am
Saw a screening and went back for a second look – this movie is going to be a roaring scuccess if people get to it instead of being put off by what they imagine it might be – yet another anal obsessed string of lame booze and toilet sodden jokes without sa decent story line.
Wrong! this is a movie with enormous good humor and smart provocative lines every second which sails way above its accusations of true misogyny and anal fixation etc – if you are attractive and smart you’ll love it, if you are fat and plain you may have problems unless you have great sense of humor and know what matters and know that Tucker et al are smart comedy writers not genuine assholes.
Tucker Max says he labored over 12 revisions of the script and turned a sows ear into a silk purse and he is totally right. Despite the usual predictable panning by the mostly played out and tribal coterie of print critics left standing after the current massacre of their colleagues which leaves them essentially unable to see a comedy of this kind with fresh eyes this is going to be big, very big, since it is done well, very well.
By: criticnyc on September 27, 2009
at 9:12 am
I read the book, I Hope They Serve Beer In Hell, when it came out and thought it was funny and entertaining. That being said, it was quite clear to me as I began to read, that Tucker Max wasn’t a person with whom I, or anyone I know, would enjoy sharing even a single pitcher. That’s as far as it goes for me. But the idea that Tucker Max is poised to achieve greater fame and fortune than he already has based solely upon this “work” is asinine. The vast majority of people in the target demo for a movie like this are either indifferent to Max’s frat-boy persona or they actively disdain it. Where is the money going to come from exactly? Lots has been made on the IHTSBIH website about this being an indie film. It’s budget is said to be around $7,000,000. People who go to see movies like these (sex comedies about white college graduates) generally go to see larger budget fare like Old School or The Hangover (to which IHTSBIH has been unfavorably compared). They want to see Will Ferrell, Mike Tyson and tigers! Has there ever been a film with this sort of subject matter, made on a shoestring, that has done the kind of numbers the filmmakers are praying for on this one? Successful films made with a low budget with initially small releases are usually heady or politically driven, intellectual or at least absurdist. This movie is trying to have it both ways and I can’t think of how they’re going to make a profit here. DVD? Maybe. Foreign sales? Laughable. What country loves frat boy midget sex and poo more than the U.S? Do I want to see it fail? I suppose there’s nothing in this world I care less about. Is it failing? Currently, yes. It came in 25th place on its opening weekend with a little more than 350K.
By: Peter on September 29, 2009
at 1:26 pm
Yeah you may be right except have you ever seen such enthusiasm for a movie in the clips he has on the website? people who see it love this film to death.
So it has a chance as a sleeper.
By: Criticnyc on November 28, 2009
at 1:36 pm