We know of course that Joy, the David O. Russell / Jennifer Lawrence reunion, is a biopic about Joy Mangano, the female entrepeneur who founded the miracle mop. But the advertising thus far, both teaser and poster, aren't selling these details. They're telling the non-film-news obsessed virtually nothing. They're only selling Jennifer Lawrence and a vaguely seasonal vibe. The teaser poster, pleasantly crisp, blue, and straightforward, is ultra simple - the superstar looks up into snowfall.
That may well be enough of a pitch given JLaw's bankability these days. That weird blink and you'll miss the barely released and oft-delayed Serena aside, she's proved golden. Or maybe it's the combination of Jennifer Lawrence with David O. Russell that's golden? You can't credit her for the box office of X-Men -- contrary to salary demands in tinseltown and casting practices, too, it's the franchises not the name actors who are the stars of franchises -- though she certainly helped The Hunger Games toward phenomenon status since she unarguably carried those pictures. But in her two previous pairings with Cooper & De Niro & Russell (Silver Linings Playbook and American Hustle) the grosses have been spectacular given that the films are a) not franchise or high concept b) made for adults without the safety net of "Oscar Importance" even if they end up doing very well with Oscar voters and c) they're fun without being broadly pitched as "COMEDY". All of which make them feel like very rare beasts in the current market.
But how long can this team keep coming up with winners? David O. Russell has had three consecutive Best Picture nominees (it wouldn't be fair to him to count Nailed/Accidental Love as breaking up this continuum) with the grosses climbing each time out. The two most recent have featured all three of Joy's stars. Is this team's luck about to run out or is this streak still to peak? To continue the hot streak, Joy will need a Best Picture nomination and a gross of over $150 million. What's your prediction on the matter?
Thursday, September 17, 2015 at 9:01AM 
