As Sony Pictures gears up for the release of Think Like A Man, the romantic comedy based on the best-selling book by Steve Harvey, many are hoping the majority-black film will also appeal to white and non-black audiences.
While Think Like A Man stars are popping up at screenings coast to coast in cities with large black populations trying to coax black men to see the film as well, Will Packer, the film’s producer is also trying to help his project appeal to the traditional RomCom audience: white women.
But as Vulture reports, only ”one in three white moviegoers (37 percent) were aware of the film, and only one in four (23 percent) expressed ‘definite interest’” in seeing the film, so it looks like Packer and his team have their work cut out for them.
One problem the film may have appealing to non-black audiences is the commercials and advertising which, for the most part, leave out the film’s non-black stars. Along with Taraji P. Henson, Gabrielle Union, and Michael Ealy, Think Like A Man also stars Entourage’s Jerry Ferrara and House of Payne’s Gary Owen, both of whom have prominent roles in the film.
While the film has tested well with diverse audiences (I saw it last month with a very diverse group–they loved it), the film has a huge hurdle to overcome reaching out to non-black audiences. And one reason just might be the reviews.
Tim Story’s breezy if predictable film overstays its welcome. While the result deserves some credit for finding a creative way to bring the book to life, the overlapping storylines simply aren’t compelling enough, despite the best efforts of a game and attractive cast. Mostly, “Think Like a Man” plays like shrewd promotion for the book, but the best advice would be to skip the former and read the latter. Pic falls somewhere between raucousness and date-night schmaltz, and returns should be similarly mixed.
Whatever the film’s assets, more than two hours is a lot to ask of an audience with this sort of flimsy construct, even with multiple stories designed to convey various aspects of Harvey’s guide to helping women understand men on the subject of relationships. Harvey, the multifaceted comic, appears as a talkshow guest plugging the book (Sherri Shepherd has a cameo as the daytime host), then turns up throughout directly addressing the camera.
…Ultimately, though, “Think Like a Man” dilutes its strengths — perhaps because nobody bothered to think like an editor.
While the film is definitely fun to watch (and very funny in certain parts) and perfect for a night out with your girls or a date (and a post-movie discussion with your boo), it is a bit long and predictable in a typical RomCom-y way. Still, many films catering to non-black audiences suffer from the same sorts of flaws and still manage to open strong, drawing in diverse audiences. But will Think Like A Man do the same?
I guess we’ll have to wait and see.
Will you be seeing the film?