The first trailer for Sony’s highly anticipated sex comedy No Hard Feelings has been released, giving fans a taste of what’s to come when the film hits theaters on June 23. The trailer features star Jennifer Lawrence delivering a hilarious line as she consoles an ex-lover, saying, “Last night, I thought, ‘I miss that fucker.'” This glimpse into the movie has sparked nostalgia among moviegoers, reminding them of a time when raunchy comedies were a regular part of the theatrical experience. It appears that this summer could mark a turning point for the return of R-rated comedies to the big screen.
Audiences are eager to return to cinemas after the pandemic-induced shutdowns, and studios are using the next few months as a testing ground for the revival of this beloved genre. Alongside No Hard Feelings, Lionsgate’s Joy Ride, Universal’s Strays, and MGM’s Bottoms are also set to hit theaters in the coming months. These films aim to provide viewers with the unique experience of watching outrageous and hilarious moments together with a group of like-minded strangers. While horror films have successfully capitalized on this communal experience, it has been a while since raunchy comedies have been able to generate the same level of excitement and buzz.
Universal’s president of domestic theatrical distribution, Jim Orr, acknowledges the challenges of producing raunchy comedies, saying, “It is absolutely not an easy genre. We still think it’s an important genre. We still think it’s something that makes sense theatrically – but a difficult thing to do.” In the late ’90s and early 2000s, movies like There’s Something About Mary and American Pie were in their prime, paving the way for a decade of successful raunchy comedies such as The 40-Year-Old Virgin, Wedding Crashers, and Superbad. However, in recent years, these types of films have mostly been relegated to streaming platforms, leaving fans craving for their return to the big screen.
The rise of streaming services has undoubtedly affected viewers’ movie-watching habits. Just as Disney’s decision to release Pixar titles directly to Disney+ may have impacted movies like Elemental, which had a disappointing box office debut, the success of raunchy comedies relies heavily on their theatrical release. No Hard Feelings, for example, is projected to have an opening weekend of around $12 million, which means it will need a strong word-of-mouth and staying power to be considered a hit. Despite the low budgets often associated with comedies, this particular film was reportedly quite costly, with Jennifer Lawrence demanding a $25 million payday when Sony outbid streaming platforms for the rights.
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In recent years, many R-rated comedies have found a home on streaming platforms, including Netflix’s Senior Year starring Rebel Wilson, Kevin Hart’s Me Time, and Eddie Murphy’s You People. The latter, in particular, gained massive popularity, accumulating 3.86 billion viewing minutes and spending four weeks in Netflix’s top 10. The abundance of comedy options on streaming platforms has made it challenging for studios to justify producing these types of films for theatrical release. Sony Pictures Motion Picture Group president Sanford Panitch explains, “Lots of genres have disappeared when they’re made so aggressively in a streaming space. The studios aren’t going to make Christmas comedies if there are six Christmas comedies on a streaming platform. So it’s partly about finding the spaces that are theatrical and not feeling that there’s something that someone can get at home for free.”
For comedy filmmakers, getting a theatrical release is still highly coveted. While streaming platforms offer convenience for viewers, there is something irreplaceable about the communal experience of watching a comedy in a theater. Tracy Oliver, the screenwriter behind Lionsgate’s horror-comedy The Blackening and the hit film Girls Trip, emphasizes the importance of the theatrical release for event comedies that are meant to be enjoyed in groups. The theatrical release also adds prestige and longevity to a film, making it more memorable and leaving a lasting impact on audiences.
Malcolm D. Lee, the director of Girls Trip, believes that the upcoming release of Joy Ride will be a significant test for the future of raunchy comedies in theaters. If it is successful, it could signal a resurgence of big comedy films and give studios the confidence to invest in more irreverent theatrical comedies. Nevertheless, the landscape of comedy filmmaking has changed in recent years, with many ideas that would have been feature films in the past now being developed as TV series or streaming content. Filmmakers recognize the advantages of the small screen, but they still see theatrical releases as the ultimate goal for their projects.
The genre’s survival ultimately depends on audience reception and box office success. Hollywood’s current focus on intellectual property (IP) and established franchises has made it difficult for original comedy ideas to find support from studios. However, as the superhero craze shows signs of audience fatigue, there may be room for a resurgence of original and boundary-pushing comedy films. Ryan Reynolds’ Deadpool series has successfully blended high-octane action with R-rated humor, proving that there is still an appetite for irreverent and raunchy content.
The success of one high-grossing R-rated comedy could potentially pave the way for a new wave of films in the genre. Filmmakers and studio executives are closely monitoring the performance of No Hard Feelings and Strays, but the fate of future raunchy comedies does not solely rest on the success or failure of these movies. Comedy fans around the world eagerly anticipate the return of big laughs, bad words, and horny leads to the big screen. With the right mix of talent, creativity, and audience demand, R-rated comedies could once again dominate theaters and provide viewers with an unforgettable and uproarious experience.
