No wide release for RocknRolla?

You know, I just knew I shouldn't have gotten overexcited about RocknRolla but I did anyway. How could I resist Guy Ritchie's "comeback" and Gerard Butler? Here's how the LA Times chose to depress me:

Guy Ritchie's upcoming gangster film, RocknRolla, is due to be released by Warner Bros. in early October. So why was the film's producer, the inimitable Joel Silver, showing the film to executives at Lionsgate and Sony Pictures?

According to my colleague John Horn, Silver said he was screening it for other studios to get their advice about marketing and release plans for the picture. You can imagine how tickled Warners' marketing staff must've been, hearing the news that the studio's top producer was out soliciting ideas about how to sell his picture from rival studios.

What's going on here? I went to Warners chief Alan Horn for some answers:

RocknRolla was financed by Silver's Dark Castle Entertainment, which has delivered a series of low-budget horror films to Warners, including The Reaping and House of Wax. Silver's deal entitles his films to a 800-screen wide release, but Warners ultimately decides how much of a marketing spend it's willing to risk on the film. In the past, when Warners had concerns about a film's commercial prospects, it has tried a limited three-city release, supported with TV advertising, to gauge a film's reception in the marketplace. The results are rarely encouraging, which Silver knows all too well; Warners did a similar release in 2005 with the Shane Black-directed Kiss Kiss, Bang Bang, a Silver-produced comedy thriller that got good reviews but never won a broader national release. It's no wonder a savvy producer like Silver would be approaching a studio like Lionsgate, which makes its living releasing edgy films like RocknRolla.

Horn was honest about his assessment of the film. "I think it's a well-made picture, but while it's funny in spots, it's very English," he said. "I don't think it's broadly commercial. It feels like a film that deserves a spirited release, but not a wide one. Joel has an 800-screen deal, which we'll honor, but we might not be willing to spend the marketing money he wants us to."

Horn shrugged. "I guess I'm in a shocking state of equanimity," he said. "The filmmakers have every right to do what they think is best in support of their movies. But we have the right to do what's best for Warner Bros. Sometimes the pursuit of those interests results in a disagreement. For now, we're preparing to release the film in October, but I don't see it starting out on 800 screens. If Joel is thinking there is someone out there willing to spend twice as much money as we're willing to, I'm sure he will pursue that."

I really hope Warner Brothers at least considers the mass appeal Gerard Butler has - they must have at least noticed the fan reaction to him at Comic-Con last month.

Source: Imdb, LA Times