“Bottoms” centers on two girls, PJ and Josie, who start a fight club as a way to lose their virginities to cheerleaders. The fight club gains traction, and soon the most popular girls in school are beating each other up in the name of self-defense. But PJ and Josie find themselves in over their heads and in need of a way out before the truth behind their plan is exposed. The film’s cast is very likable, with Edebiri, who also currently voices April O’Neill in “Teenage Mutant Ninja Turtles: Mutant Mayhem,” serving as one of this past year’s true breakout stars. It also gives former NFL running back Marshawn Lynch a prominent role, and he’s got a genuine movie star quality to him. (Not to mention that he’s extremely popular, which doesn’t hurt.)
The thing that is hurting this movie — as it’s hurting every movie right now — is a lack of press. Because of the ongoing Writers Guild of America and Screen Actors Guild strikes, writers and actors are not allowed to promote their projects. Press cycles are particularly important for a smaller movie like this, which carries a budget in the $11 million range. No talk shows, no press junkets — just a few pre-recorded videos. That makes it difficult to build awareness. All the more motivation for the studios to get a fair deal done.
Wisely, MGM is releasing the movie in key markets this weekend, including Los Angeles, New York City, San Francisco, and Austin, before letting it go wide next weekend over the Memorial Day holiday. That strategy has worked well in some cases in the post-pandemic landscape, with “Everything Everywhere All at Once” ($139.4 million worldwide total/$501,000 opening in just 10 theaters) serving as the best example. We’ll see if the strategy pays off next weekend.
“Bottoms” is in select theaters now and expands on September 1, 2023.
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