Taking Aim at Guns in Films

It should surprise no one that in the midst of this current cycle of negative reviews by politicians concerning the content of Hollywood’s products, the print advertising for current film fare has movie stars aiming guns right at the consumer. Or Washington. Or both.

Sally Field looks to strike a blow for both career and justice by aiming a pistol with a threatening two-handed grip in ads for “Eye for an Eye.” Ads for “Don’t Be a Menace,” the Wayans brothers’ new film, parody the Field movie’s posture by featuring a gun shown “actual size.” James Bond, naturally, is featured shooting us right in our “GoldenEye.” Brad Pitt winces and shoots at the menace in “Seven.” And in what appears to be a fun wink at the aesthetics of Quentin Tarantino, all of the key cast members of “Dusk Till Dawn” stand ready with their weapons, taking a bead on ticket sales.

Fun or not, the sheer number of recent movie ads touting guns as their central element is bothersome. Still, guns in movies are an accepted part of American pop culture. Imagine the “Nightline” episodes devoted to Hollywood’s “agenda” if, instead of a gun, Sally Field was wielding a marijuana joint. Or a dildo. Or, God forbid, a condom.

If instead of a gun these ads prominently featured a bag of cocaine or a device for sexual pleasure, could Hollywood still defend itself by saying that these films only reflect harsh realities? Can Hollywood plead not guilty to promoting the ideas contained in its products when the visual elements of the advertising so clearly represent the key concept of resolving conflict with guns?

It’s a two-part problem. There’s a serious lack of variety in the conception of feature film themes. And along with that, an acceptance on the part of the public that guns and death are very much what “the movies” are about. Years ago, America acted decisively in removing romantic images of cigarette smoking and alcohol consumption from TV advertising. It appears the public does not have a similar perception regarding the handgun epidemic.

Another politically correct plea that smells like censorship? I hope not. And spare the responses about how “Three Wishes” and “The Little Princess” failed to pull theatrical audiences. The successful marketing of “family” films is another issue entirely.

It’s a matter of volume. Cross out the features that celebrate gunplay from your movie listings. How much is left?

A recent party conversation about Tarantino concluded that he would not impress any members of the group debating his merits until such time as he created a significant piece of work that didn’t depend on guns and gunplay. It’s a critical weakness Tarantino shares with too much of the Hollywood filmmaking industry.

My own home video shelf includes cassettes of “Taxi Driver” and “Raging Bull,” so I’m not advocating the removal of violence from film storytelling. But how many times a day do you want to have a gun aimed at you, either from the pages of your newspaper or the streets of your city? Hollywood should think more about the possible connection between the two.