The “Space Jam 2” trailer shows how old Hollywood is dying

p 1 how space jam 2 exemplifies hollywoodand8217s attempt to win the streaming wars

Like its beloved predecessor, the brand new Area Jam, subtitled A New Legacy, includes a host of acquainted Looney Tunes characters. There’s Bugs Bunny, after all, and Daffy Duck and Yosemite Sam, all of whom starred alongside Michael Jordan within the authentic 1996 movie. Again then, the commingling of two worlds—the NBA and youngsters’ cartoons—felt thrilling and recent. Greater than twenty years later, nonetheless, commingling is far too quaint a phrase to explain the veritable orgy of Warner Bros. properties which are stuffed into the sequel, coming to theaters and HBO Max on July 16.

Enumerating the cameos within the just-released trailer is a Herculean job requiring a PhD in leisure micro-mythology, or not less than a savvy grounding in Easter Egg detection. Along with Bugs and Daff, there’s King Kong, the Iron Large, Yogi Bear, the Thriller Machine from Scooby Doo, and even the dystopian blokes from the X-rated A Clockwork Orange, which, sure, was launched by Warner Bros. The solely character lacking, it appears, is Harry Potter, most probably owing to franchise safety rights fiercely guarded by the J.Okay. Rowling group. 

The IP mosh pit is not shocking. We’ve seen it earlier than within the Lego Film, Wreck-It Ralph (recall the hilarious Disney princess scene) and even Who Framed Roger Rabbit. However as Hollywood conglomerates compete ever extra ferociously for subscribers to their streaming providers—the place recently all of their massive motion pictures are debuting because of COVID-19—the battle has turned extra shameless. Different occasions the upfronts are downright awkward. Recall Viacom’s poorly obtained Super Bowl commercial for Paramount Plus, during which a motley crew of CBS, Nickelodeon, and Paramount faces—Dora the Explorer, Patrick Stewart from Star Trek, Tom Selleck from Blue Bloods, late-night host James Cordon—trudge up a snowy peak (Paramount Mountain). Even Snooki, of Jersey Shore fame, was there to ship a drained joke: “This sucks.”


As for the Area Jam 2 spot, it feels much less like a film trailer than an advert for HBO Max, the place dusty content material representing every embedded cameo could be discovered. The precise film might show in any other case, however judging by the trailer, any sense of narrative seems secondary to the will to cram in Warner Bros. mental property. A lot in order that the true draw of the movie, LeBron James, barely will get a phrase in edgewise. 

The technique itself isn’t obscure. Whereas tech firms resembling Netflix, Amazon, and Apple have seemingly limitless cash to plow into authentic shows, new IP, and nine-figure contracts for big-name showrunners, legacy leisure conglomerates like WarnerMedia, Viacom, and Disney have one massive benefit: their decades-old movie vaults. Disney’s IP riches are so huge, and so acquainted, that it’s hardly bothered with conventional commercials for Disney Plus. In a single perfunctory spot, Samuel L. Jackson merely says, “Present ’em what we obtained,” adopted by a blur of premium manufacturers: Disney, Pixar, Marvel, Star Wars, Nationwide Geographic. The names communicate for themselves. Behind the scenes, after all, the Home of Mouse is busy milking every of its properties for each final greenback because it churns out new Marvel and Star Wars spin-offs for Disney Plus.

Not all mental property is created equal: Watching Viacom’s pale stars convene on Paramount Mountain felt extra like an indictment than a celebration. However WarnerMedia, a subsidiary of telecom big AT&T, has its fair proportion of splashy franchises: DC Comics, Harry Potter, Lego, Sherlock Holmes, and, sure, Looney Tunes. Right here’s hoping that the corporate sticks to celebrating every of these in their very own proper as an alternative of clashing them collectively for optimum revenue-generating impact. The end result, as Snooki has famous, can suck.