Mamma, I'm Staying Home

Posted at 12:30 PM Aug 29, 2008

By Kenny Herzog

Just when I was finding the strength to emerge in public and revisit my local multiplex, Universal decided to release of a singalong version of Mamma Mia! and crowd the path to, say, Pineapple Express with hundreds more loathsome patrons. Screenings of the film will include song lyrics on the screen, which sounds less like another Rocky Horror phenomenon in the making and more like the Abba-fied movie version of VH1’s bizarre Deep Thoughts digression during their Britney’s Secret Childhood special.

Mostly, I don’t appreciate the manipulative marketing involved. If this were truly about making the film a communal experience in celebration of its source material, the studio wouldn’t have held back the option until receipts were being swallowed by late-summer blockbusters. It’s the cinematic equivalent of record labels releasing “bonus” editions of an album with a DVD and remixes five weeks after it initially hits shelves. Or, in an analogy more suited to my personal lament, when candy-bar manufacturers hold onto a tasty variation of their original treat (I’m looking at you, Big Kat and NutRageous) until profits need a little energy boost.

Either way, I’ll be more than happy to stay glued to my cable all day, Peanut Butter Cups in hand, rather than go anywhere near my local theater before Mamma’s fat lady has sung.