Dreamy Disappointment

Near the end of Star Wars Episode VI: Return of the Jedi, Darth Vader learns that Luke Skywalker, his son, has a twin sister. After acknowledging that Obi Wan Kenobi was wise to hide her from the Dark Lord of the Sith, Vader utters the line, "now his failure is complete." The same can be said of the marketing strategy behind the hit film "Dreamgirls."

I am a big movie fan, but watching the Academy Awards is not a "must do" annual item on my calendar. I watch when I'm truly interested in some of the nominees. This was one of those years. "Dreamgirls" was one of the must-see films on my list last year and I was so excited to see it as the Christmas holiday season approached. Then we learned that the marketing blitz promoting a Christmas Day premier, was only for a limited number of cities, not nationwide. I've already opined on that subject, so I won't rehash. But since then, much has been reported about the strategy and how it was designed to do for "Dreamgirls" what a similar strategy did for the film version of another Broadway stage production, "Chicago." That film ended up earning several nominations, including a best supporting actress nod for Queen Latifah, and winning the best picture award.

"Dreamgirls" was the most nominated film going into last night's Oscars ceremony with eight nods. An unlikely clean sweep would have produced six statues since three of the nominations were in one category, Best Original Song. The film ended up winning just two awards. The marketing strategy failed, miserably.

It was a wonderful night for newcomer Jennifer Hudson. The former American Idol finalist, who finished seventh to Fantasia Barrino in the show's third season, walked away with the best supporting actress Oscar for her performance as Effie White. The win caps off a great award season who Hudson who also won the Golden Globe and Screen Actors Guild awards, among many others. Her dream came true last night. Co-star and fellow nominee Eddie Murphy's dream did not. Murphy was upset by Alan Arkin who won the best supporting actor award for his performance in "Little Miss Sunshine." I haven't seen that film, but I found it interesting that his character was described as a foul-mouthed grandfather with a taste for heroin. Eddie Murphy's character in "Dreamgirls" could be described as a foul-mouthed R&B performer with a taste for heroin. He played the role well and deserved his nomination, even the win. Between Arkin and Murphy, since both played heroin junkies, I guess the Academy voters decided the older white one should win out over the younger black one. Oh, Good Evening!

The only other award "Dreamgirls" garnered was for sound mixing. All three nominated original songs lost out to a tune Melissa Etheridge penned for former Vice President Al Gore's Oscar winning documentary, "An Inconvenient Truth." The costume award went to "Marie Antoinette." It seems that award always goes to some "Antoinette" type film leaving me with the thought that the voters are wearing horse blinders when they consider their choices. They only see 18th century style, anything newer be damned. "Dreamgirls" also lost the art direction award.

So, let's review: The "brilliant" marketing strategy which called for telling America the film would premier on Christmas Day, only to have it not show up in most cities until mid-January did not produce an opening weekend box office victory; did not produce any weekend box office victories; did not produce an Academy Award nomination for best picture or best director (considered shocking by most critics); did not produce wins for best supporting actor, best original song, best art direction or best costume design. Remind me not to hire that marketing team.

Oh, Good Evening!