Chris Brown’s latest struggle may be getting people to sit through his new movie, Battle of the Year.
Though you probably haven’t heard of it, the film opens in theaters today, and stars the 24-year-old singer as a member of an ensemble b-boy squad, coached by Josh Holloway (yeah, the guy from Lost) and heading to Europe for a super dramatic world dance competition.
Based on director Benson Lee’s 2007 documentary Planet B-Boy, the fictionalized dance story sneaks onto movie screens with minimal marketing, no press from Brown (at least no crazy headlines), and only a handful of bad reviews to its name.
Nevertheless, if Team Breezy stands by their prince, the star could rally up enough troops to fill theaters with his first dance movie since debuting in Stomp the Yard six years ago.
“Chris Brown, of course, brings his charisma, but also he embodies the whole b-boy lifestyle, which is a lot different than a dancer or an artist,” Dave Scott, supervising choreographer for Battle of the Year, tells theGrio. “He’s bringing a lot of that aggressive charisma to the table.”
As long they stay on the dance floor, Brown’s moves will not likely disappoint, and Scott believes anyone who likes “sports” and “excitement” will find the movie amusing.
“It’s an incredible story,” he comments. “It’s a worldwide story.”
To the beat, y’all
Filmed in late 2011 and 2012, this 3D movie about the trials of breakdancing was made primarily in Los Angeles, with additional shooting at last year’s world breakdancing championships in Montpellier, France.
Having choreographed projects like You Got Served, Step Up 2, and So You Think You Can Dance, Scott previously worked with Brown and has played a role in the evolution of Hollywood’s dance scene.
He admits the talent pool hasn’t necessarily grown, but feels the interest and hype of the dance market remains vibrant, and the new film addresses realities behind the dreams.
Says Scott, it’s a break from the norm, and despite a rather limited marketing strategy, the film appeals universally.
“It’s being marketed like other dance films, but it’s also being pushed not only to the dance world, but to those people who would come see it for more than a dance movie,” he explains.
Team Breezy to the rescue
Truth be told, hip-hop does carry weight internationally, with Brown a heavy hitter in the game (get it?).
Reviews for Battle of the Year so far are negative, however the movie will likely benefit more from tween infatuation than Oscar solicitors.
The Los Angeles Times called it “formulaic,” “cliché-ridden,” and “predictable,” and USA Today described it as “a gross misstep” that “makes Breakin’ 2: Electric Boogaloo look like a Fellini film.”
At least the New York Post could see the bright side.
“I’ll admit my favorite part of this movie was watching a young man yell, ‘Why are you such an a**hole?’ at Chris Brown,” writes critic Sara Stewart. “But there are also a handful of moments to enjoy if you’re a break dance fan — or a Brown fan, as many in my audience seemed to be.”
Don’t doubt the power of Team Breezy. They’re already working Twitter to get fans into theaters.
On the day of release, fan @ChrisBrownRCA tweets, “I Have An Idea #TeamBREEZY, Tonight, Before Watching #BOTY, Take A Picture Of You In Front On The Poster Or Take A Picture Of Your Tickets!”
But QueenK1987 was one step ahead, replying, “@ChrisBrownRCA I saw it yesterday.”
@msbreezydoesit tweets, “AT 7 PM I AM GOING TO SEE BATTLE OF THE YEAR AHHH SO CAN’T WAIT TEAM BREEZY HEAVEN @chrisbrown I HAVE MY CB STUFF ON.”
Brown offered one, probably contractual, tweet promoting the movie a week ago, but not much else.
Perhaps he forgot about it.
Did Julia Stiles really get the last dance?
Considering the impact of reality competition shows, dance still remains a bankable genre of entertainment with television now surpassing film.
What used to be Save the Last Dance, Center Stage, and Stomp the Yard has become a mounting pile of Step Up sequels.
“Dance movies have failed to evolve thematically, or evolve the basis of the plots,” observes Lashaun Price, a Los Angeles-based choreographer and international dancer. “I really appreciate a movie like Black Swan. That movie took the idea of dance and dance structure, and even though it wasn’t dance-based, the idea of dance and the respect of dance was at the forefront of the movie. It wasn’t that average boy meets girl, boy is troubled, girl is troubled, they help each other out, there’s a dance scene in which they have to fight it out for an award or for respect, they balance the relationship, cue credits.”
Sticking to convention creates boredom, says Price, but simultaneously, capitalizes on routine.
Using a formula could be an advantage for this latest edition.
“When I saw the Battle of the Year promo, it literally looked like a remix of You Got Served,” Price adds. “At the same token, it could do really well because maybe they’re sticking to the model of, ‘If it ain’t broke don’t fix it.’ Or also maybe they’re banking on Chris Brown’s marketability to carry the movie in its entirely.”
Brown’s still got it with the kids
Brown’s personal appeal with critics and the general public may not be strong, but rest assured Team Breezy will show up in full force.
He’s also riding a positive wave coming off his much-praised new album.
Price respects the X singer as an artist, particularly given the fact he’s consistently incorporated dance into his videos and performances.
He also believes Brown’s a crossover star that can fulfill acting expectations as he flips and flares.
“He’s going to represent dance-wise because he’s an amazing talent,” Price points out. “Acting-wise, I’ve seen Chris Brown in other things, he actually has onscreen presence. He doesn’t bother me as a celebrity, R&B star that all the sudden thinks he can act.”
Minus a large-scale marketing plan, many aspects of Battle of the Year target Brown’s niche, younger audience, who are driven by the magnetism of celebrity lifestyle and rap culture.
From that perspective, traditional media could have been pushed aside to focus on digital.
According to Philip Camino, Managing Partner at the marketing firm SYNDCTD, online tactics can be more effective.
“You’re starting to see a lot more digital and a lot more targeted advertising,” he says. “As films become cheaper to make and cheaper to market, [television, radio and print] are not necessarily used as often. You’re seeing much cheaper and much more efficient marketing.”
He continues, “I would say that they’re very likely targeting the audience that’s going to go see this film appropriately, but whether there’s a mass awareness of the film remains to be seen.”
The box office underdog
Reports the Los Angeles Times, Battle of the Year will “struggle in its debut,” earning an projected $6 million in its opening weekend unless audience trackers have underestimated the movie’s allure.
Despite bleak reactions, Scott insists the movie steers in a fresh, invigorating direction.
“It’s completely different,” he notes. “The love story is the hunger to make it. That’s the love story. There’s no guy or girl. It’s all about drive and getting from one place to the next and bringing the world together.”
While Price feels confident in Brown and his abilities, he’s not as keen on the story.
The movie will likely fly by unnoticed, as its star similarly sticks under the radar.
“Maybe they’ll put a twist on it, a spoof,” he remarks. “It will change the genre and surprise us in the direction it goes. If that were the case, it would be cool and refreshing. Do I think it’s that? Not really.”
Follow Courtney Garcia on Twitter at @CourtGarcia