Once upon a time, every movie had to open in a conventional 35mm theater run to make money. This made for a kind of financial egalitarianism; a $100,000 horror movie would have to open in a theater the same way that a $5,000,000 movie would have to; there were no DVDs, streaming videos, video on demand services, or even cable. While no one would want to go back to the analog age, as this blog itself demonstrates, the fact remains that from the dawn of cinema until the late 1980s, foreign films had a solid chance in the US market, and were roughly divided into two groups: commercial cinema and art cinema. But no matter what the label was, every film still had to open in a theater to make money — there simply was no other market.
Commercial foreign films, such as Italian westerns or horror movies, or Japanese science-fiction spectacles, were hastily dubbed into English and dumped into theaters on a mass basis, and made their money back. More serious fare, such as Fellini’s La Dolce Vita – which I wrote about in a 2010 article in the web journal Senses of Cinema – were presented with subtitles, and no one seemed to mind. Eventually, La Dolce Vita, too, was dubbed for wider distribution, although this version never really caught on, and audiences of the period were discerning enough to notice that replacing the actors’ voices in the film essentially destroyed Fellini’s work.
But La Dolce Vita — which is one of my favorite films of all time, and perhaps the best examination of modern pop throwaway celebrity culture ever created – made the bulk of its money in a subtitled version, and thus audiences were educated from a very early age to realize that there were many different kinds of films available. There were American films, of varying degrees of budget and artistic ambition – and often some of the lowest budget films were the most artistically ambitious — and then there were foreign films, and the junk was dubbed, while the better films were presented aurally and visually intact, with subtitles. But now it seems that dubbed or subtitled, no one is going to foreign film anymore, except for Bollywood films, which have a huge audience throughout the world, as well as here in the States.
As Richard Corliss, who knows his way around cinema history, writes in an article in Time Magazine, “you probably know about Blue Is the Warmest Color, the French movie with the lesbian lovers romping through a five-year affair. But chances are you haven’t seen it. For all its ballyhoo and bravas, Blue has earned only about $2.1 million at the U.S. box office. Given the high price of art-house tickets, that means only a couple hundred thousand people have paid to see it in its three-month American run — fewer than the number that bought tickets to Ride Along this past Tuesday.
These are hard times, maybe the end of times, for a kind of film that accounts for only about one in every 200 tickets sold in the U.S. But before we get to the depressing news about the current state of foreign-language films in the States, consider a time when this tiny niche was a tremendous niche — representing about 5%, not 0.5%, of the domestic market — and when foreign films were thought essential to any true cinephile’s education and appetite.
We speak of the 1960s. Giants like Federico Fellini, Ingmar Bergman, Akira Kurosawa and François Truffaut strode the earth; and their favorite actors — Marcello Mastroianni, Max von Sydow, Toshiro Mifune and Jeanne Moreau — became icons on this side of the pond. Mastroianni and the rest provided the best directors with faces and personalities that charmed the foreign-film audience across America. And soon other movies with these stars appeared in U.S. theaters. In the early ’60s, as many as 30 Italian films reached U.S. shores.
That’s because of the startling success of Fellini’s La Dolce Vita, which, in terms of tickets sold, is still the highest-grossing foreign-language film of all time. It earned $19.5 million in U.S. theaters in 1961, when the average ticket price was just 69 cents. In today’s dollars, that would be $236 million — more than the domestic gross of 2013 hits like Oz the Great and Powerful and Thor: The Dark World. In 1966, Claude Lelouch’s A Man and a Woman, a race-car love story starring Jean-Louis Trintignant and Anouk Aimée, grossed the modern equivalent of $107 million. Three years later Costa-Gavras’s political thriller Z took in what would be $92 million today. As the moguls would say, real money.
Two quick reasons for the appeal of foreign-language films in the ’60s: They had a higher IQ than the average Hollywood movie — making works like Fellini’s 8½ and Alain Resnais’ Last Year at Marienbad the subjects of earnest debates at penthouse cocktail parties and on college campuses — and they were sexier, exposing flesh along with their vaunted angst and anomie. A third reason: they gave any American with cinematic wanderlust a view of other countries and cultures. Here were people and ideas so different, perhaps forbidding, yet often enchanting.
At the end of the decade, Hollywood grew up fast, with copious infusions of sex (Midnight Cowboy), blood (The Wild Bunch) and double-dome philosophizing (2001: A Space Odyssey). That’s an oversimplified way of saying that American movies had recaptured the conversation [. . .] Another factor: Americans lost interest in other cultures; we were not only No. 1, we were the only 1 we cared about. With foreign films’ monopoly on intellectual maturity and adult themes broken, they receded to specialty status: canapés for connoisseurs.”
I’m afraid that Corliss is right; the multiplexes, as I have observed many times before, play simply the biggest hits in a very tight playlist, and no one seems to have for more thoughtful cinema anymore. The big news these days is the upcoming Superman/Batman team up, and ComicCon rules the box office. Not much chance for anything enlightening there. In the 1960s, and until the late 1980s, theaters gave audiences a choice, simply because they had to — theaters were the only venue available. Now that the studios can dump smaller films on VOD or streaming, you can forget about a theatrical release. Which means that most people will never hear of it, which means most people will never see it, which means that if you want thoughtful film viewing, it’s either the VOD foreign cable channel, or a a DVD, or Netflix.
But it’s not the same as seeing it on a big screen, and at the same time, it has much less cultural impact. This is bad for American viewers, bad for the future of cinema, and portends an endless array of nonstop comic book movies with no content – just action, action and more action, like the Fast and Furious franchise. There’s nothing wrong with that, if all you want is to see a bunch of cars crashing and things being blown up. But it would be nice to have a choice, available to all and widely publicized. Once, you had such a choice. Now, you have no choice at all.
Tags: art cinema, Audiences, Commercial Cinema, Dubbing, Foreign Films, La Dolce Vita, Richard Corliss, Subtitles, theatrical distribution, Theatrical Motion Pictures, Time Magazine, United States audiences