The American Medical Association Alliance is unhappy with the appearance of a specific cigarette brand (American Spirit Lights) in He’s Just Not That Into You and is filing an official complaint to Warner Bros. and Time Warner over the issue. Brooks Barnes reports in today’s New York Times that the advocacy group doesn’t care that smoking is shown in a bad light in the romantic comedy (a character gets dumped for lying about quitting smoking, an offense seen as even worse than cheating); they think any acknowledgment of the act of smoking cigarettes — even if nobody is actually seen smoking onscreen, a la HJNTIY — could influence young people to start smoking.

The smoking in movies issue has brought about much debate regarding censorship in the last few years, but I say bring on the smoking ban. And then Hollywood can get creative with hints at smoking the way it used to use innuendo and other fun tricks to imply sex. The irony would be that in the past, cigarettes were used as such implicit hints (see Love is a Many-Splendored Thing; Chinatown and just about any Hays Code-era film). I also say that this AMA organization should be happy that Hollywood is at least promoting a healthier brand of cigs, such as the all-natural American Spirits. Last year’s underrated male fantasy rom-com Definitely, Maybe went so far as to devote an entire flirting scene to why people should smoke the longer-lasting American Spirits than other brands. Funny, I don’t recall any complaints from the AMA regarding that movie (though here’s an interesting complaint from the New Mexico Media Literacy Project, at least).

Although this complaint wasn’t the biggest film blog topic of the day (that might be whining about Leo DiCaprio’s Neverending Story remake), here are the few other responses I found around the net:

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We’ve already talked about the sickly-sweet little movie that could, Slumdog Millionaire, but it’s looming Oscar domination convinced us to revisit it. This time Paul weighs in with his opinion, and draws a parallel to John Singleton’s Boyz ‘N the Hood.

Watchmen is still a month away, but the buzz is already reaching a crescendo. It’s gotten to the point where the thing to talk about is how much people are talking about Watchmen. We play a clip from an interview with director Zach Snyder, who tries, somewhat unsuccessfully, to convince us he’s the man for the job.

A movie based an a self-help book based on a Sex In The City episode? Karina couldn’t resist. He’s Just Not That Into You isn’t very funny, but it does provide some insight into the inner workings of romantic comedies.

(Subscribe to FilmCouch–Spout’s weekly movie podcast–in the iTunes store or to our RSS feed and an episode will download each Friday)

0:00 - Intro

2:10 - Listener e-mail

6:44 - Paul’s take on Slumdog Millionaire

17:33 - Watching the Watchmen hype machine

30:24 - Karina on He’s Just Not That Into You

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Having seen the trailer for the Ken Kwapis’ cast-of-a-thousand stars self help book dramatization He’s Just Not That Into You many, many times (I watch a lot of SoapNET, Lifetime and, uh, MSNBC), I felt reasonably certain going in that I knew exactly what kind of film it was going to be: a wacky, light romantic comedy of mating manners, set in an alternate universe in which otherwise cosmopolitan adults can’t figure out how to use MySpace, and in which all normal and abnormal interpersonal neuroses and difficulties with intimacy are transposed into total paralysis over text messaging. I hope that someday soon, someone in Hollywood makes the film that He’s Not That Into You Was advertised as, because that’s sounds like the exact kind of science fiction that I really enjoy. But He’s Not That Into You is definitely not that film. The question is: what the hell is it?

That Into You fails to fit neatly into assumptions bred by its advertising and its genre makes it somewhat more interesting, if only because it forces us to contend with what our expectations actually are when we go to see a romantic comedy, and what it would actually mean to subvert them. Screenwriters Abby Kohn and Marc Silverstein seem to be very aware of contemporary romantic comedy conventions, as well as a certain tradition of final inning moral clean-up that dates back to the very earliest examples of the genre produced under the Hayes Code. But they have no interest in depriving a mass audience of the crack hit of cinematic junk food that they were promised by the promos. The film’s ultimate willingness to pander to expectation may make it a disappointment on a critical level, but I’m not sure making the audience conscious of the way their guilty pleasure works before letting them have it is something for which the filmmakers should be reprimanded.

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Just over two months ago, Pajamas Media blogger Roger Kimball insisted that the economic picture could not possible be as dire as those mainstream liberal media hysterics wanted us to think. Then last week, Pajamas Media announced that their blog network is going out of business. Lesson learned: he who attempts to undercut the current economic pessimism ends up ironically fucked.

That is, unless “he” is talking about Hollywood. The movie industry is thriving so undeniably in this downturn –– Hollywood just wrapped its best January ever at the box office, with theater attendance up over 16% –– that just yesterday the MPAA’s proposed tax credits were thrown out of the economic stimulus package (California senators Barbara Boxer and Dianne Feinstein, no doubt well aware of the longer-tail consequences of the credit crunch on film financing, voted to keep the tax credits in). With the recent successes of mindless escapist fare like Paul Blart: Mall Cop, and the middling box office performance of “serious” Oscar contenders like Milk and Frost/Nixon, the pervasive meme in entertainment media coverage is that, just like during the first (and still the best!) Great Depression, audiences are flocking to the movies to forget their troubles.

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Obvious, but surprisingly hilarious nonetheless. Via @jlichman.

YouTube - Terminator 4 Psycho Christian Bale Goes Apeshit in “He’s Just Not That Into You” trailer

Here’s a tip for the marketing department handling New Line’s He’s Just Not That Into You: telling guys what isn’t in your movie is not going to get them to see it. Why? Because most guys who hate chick flicks aren’t going to recognize the 10 chick flick cliches you purport are absent from the movie. I’m not a guy’s guy, and I watch a ton of movies, yet even I am not familiar with many of the genre’s conventions. Also: having three of the male leads from HJNTIY mock and act out these cliche scenarios is just going to turn guys off more. The promise of a scene featuring a skinny dipping Scarlett Johansson (even if it is non-nude) would obviously be a much better sell to men than an all-male recreation of a “falling in love montage.”

Unfortunately, my advice comes too late, and HJNTIY already has a viral video in which Justin Long, Bradley Cooper and Kevin Connolly address male moviegoers in order to tell them that their new movie isn’t like most chick flicks and that guys “might even like it.” The six-minute clip reeks of desperation and misdirection, and if anything it should make guys even less interested.
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