By now you’ve probably heard that Paramount Pictures is rereleasing “Anchorman 2: The Legend Continues” on 1,000 North American screens this weekend. More accurately, the studio is putting an alternate cut of the film into theatres – one with the weighty title of “Anchorman 2: The Legend Continues: Super-Sized R Rated Version”. It’s a movie so big the title needs not one, but count them, two colons.
All joking aside (pun intended), the film’s director, Adam McKay, worked with his editors to cut a whole new version of the film that has 763 new jokes from alternate takes which weren’t in the original release. Apparently, the way McKay and lead actor Will Ferrell work on set is to shoot multiple takes of their comedy bits. Ferrell, who plays the role of a scotch swilling news anchorman, Ron Burgundy, is known for improvising while in character as the camera rolls on.
McKay, Ferrell and Paramount had planned on including the new R-rated version as bonus material for the film’s home video release. The studio is going a step further by booking the movie into cinemas for a limited seven day engagement.
This is a brilliant decision on Paramount’s part; one which takes advantage of the cost structures and distribution flexibility digital cinema provides. Let’s take a look at some of the points that led me to this conclusion:
What surprised me most when I first learned Paramount planned to release an R-rated version of “Anchorman 2” was that the original cut was rated PG-13. I always assumed that with all the beer guzzling, scotch drinking and drug taking depicted in the movie, the Motion Picture Association of America (MPAA) would have slapped an R-rating on it. In hindsight, the PG-13 cut only contains two uses of the F-bomb, buried in a sea of more milder profanity. I’m not sure why filmmakers or the studio felt it necessary to make “Anchorman 2″ PG-13 given that it’s a squeal to a 2004 cult hit “Anchorman: The Legend of Ron Burgundy“. Any 13-year-old going to see the film would have been three when the first movie was released.
In the nine years since “Anchorman” was released it’s gained quite a following thanks to home video, so maybe there are a lot of teenagers out there who watched it on DVD and are big fans. Whatever the reasoning, Paramount now has the best of both worlds. After the PG-13 version played out its run to a broad audience, the studio can serve up a raunchier movie to a narrower group of hardcore “Anchorman” fans.
Here’s a thought; why don’t studios and filmmakers purposefully create two different versions of appropriate titles more regularly? This is done on movies for special use, such as a cut to shown on airplanes. While it may not always be viable due to production and distribution costs (or worthwhile creatively) it would be interesting to see a mature audience version of certain titles that, for business reasons, are released as PG-13.