I'm emotionally invested in every movie that I do, period, because you've got to make that commitment. You're spending a year, 18 months of your life doing it. I'm invested in all those kinds of pieces. Most of the films I've had in my career have never tested well. I got lucky that sometimes I got supported by studios - or, at least if not supported, tolerated.
I got a chance to work with Mel Brooks on two of his films: Silent Movie and High Anxiety.
Rain Man certainly didn't test really well. If you look at it carefully, you have a disease autism they didn't understand back then, they didn't know in the test audience whether it's okay to laugh or not laugh, because it's a film that's done in a way where, "Well, maybe I'm not supposed to laugh." At the end of the film, Dustin Hoffman gets on the train and doesn't even acknowledge his brother. Not even a glance, nothing. That's why the studio said, "Can't you just have him look at Tom Cruise at the end of the film?"
There was a time when I said, "I'm going to go do a television thing," after doing all these theatrical films, and heard, "Television? Why are you going to go back to television?" It's an interesting place.
I've had a lot of movies that didn't get great numbers on test screening, but a lot of times the film was able to survive, or the studio still stayed and supported it.
Even back in the '90s, I shot certain things on something that wasn't digital then, but it was on VHS with a smaller camera and we would up it to film.
I think we are seeing a radical shift in the business in general. The studios are making much more of the real big extravaganzas and there are other kinds of films that are coming out. I think you are going to begin to see more diversification that we've seen in the past.
If you test Iron Man and that audience doesn't respond well, you can be damn sure that there is something wrong with the movie that you have to address. Because they're expecting a certain amount of action, right? They want a hero. There are certain things that have to be compatible with the way the audience is thinking about it. If you take some other film, like No Country for Old Men, you can end up with all kinds of crazy reactions.
Different reactions while film test screening doesn't mean even the audience thinks ambiguity is a bad thing. But if you're asking them right away to start checking things off, they don't know what to do. I think at their best, it applies to when the audience knows what it is. Then, when they say, "Oh, well, I thought it was too boring in blah-blah-blah part," then you better pay attention to it. It's like going for the hamburger. Better be the good hamburger I went for.
I don't know that you can do an absurdist film and just have everybody embrace it in terms of filling out cards. I just don't think it happens. So you have to prepare an audience.
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