Do you remember the first R-rated movie you ever watched? That moment when you ventured into a world of gore, expletives, or nudity, leaving an indelible mark on your cinematic journey. For Max Handelman, co-founder of Brownstone Productions with his wife, Elizabeth Banks, it was John Landis’ “Kentucky Fried Movie” and “Animal House” that left a lasting impression. Now, they’re on a mission to recreate that experience for a new generation of moviegoers, and they’re doing it with two standout R-rated comedies: “Cocaine Bear” and “Bottoms.”
In recent years, R-rated comedies have faced an uphill battle at the box office. Films like “Joy Ride,” “No Hard Feelings,” “Bros,” and “Long Shot” struggled to connect with audiences. But in 2023, “Cocaine Bear” and “Bottoms” have breathed new life into the genre. “Cocaine Bear,” a horror-comedy, opened to a solid $23 million domestically in February and grossed $89 million worldwide. In August, “Bottoms,” a teen sex comedy, had one of the year’s strongest limited debuts, with an impressive $46,000 per theater average in ten locations.
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Brownstone Productions is at the forefront of the revival of R-rated comedy. “Bottoms,” directed by Emma Seligman, follows two lesbian teenage best friends who start a female fight club at school, with the secret goal of wooing their cheerleader crushes. “Cocaine Bear,” directed by Elizabeth Banks, tells the story of a bear that consumes several pounds of cocaine and embarks on a drug-induced rampage.
What sets these films apart? Max Handelman points to their originality as the common thread. Both movies boast unique, campy premises and aren’t afraid to push boundaries. However, it’s not just the wild concepts that drew Handelman and Banks to these projects; it’s the relatable characters at the core of the stories. Both “Cocaine Bear” and “Bottoms” feature grounded protagonists, making them not just outrageous comedies but also relatable character-driven narratives.
Producing over-the-top content comes with its challenges, especially considering the recent performance of R-rated comedies at the box office. What makes these films stand out also has the potential to alienate a broad audience. Striking the right tone is crucial. A slight deviation in tone can transform a film’s entire identity.
Max Handelman emphasizes the importance of striking that perfect tone, calling it a delicate process. A tiny 10% shift can make a comedy either too earnest or too hard-edged. Testing films with audiences is vital to understanding which jokes or content might cross the line.
“We’re in this interesting time in the theatrical world,” Handelman remarks, “where studios are looking for distinctive original films, and audiences crave non-IP driven films. Yet, studios are reluctant to make them because there’s a history of them not working. It’s a frustrating paradox.”
But with the success of “Cocaine Bear” and “Bottoms,” there’s hope that unique, original films will find a place in the market. Alison Small, head of film at Brownstone, believes it might encourage studios to take more risks on original ideas.
As they look to the future, Brownstone Productions aims to explore various comedy subgenres, focusing on niche interests. Their previous success with “Pitch Perfect,” delving into the world of college a cappella, showcases their knack for exploring subcultures and niche communities that take themselves incredibly seriously.
Elizabeth Banks, a massive horror fan, has her eyes set on more horror projects. While Small dreams of creating films that showcase the comedic side of older women. Regardless of the genre, they’re always on the lookout for projects that spark joy.
Brownstone Productions is leading the charge in bringing back R-rated comedy, and with their commitment to originality and relatable characters, they’re poised to continue making a significant impact in the world of cinema.