Placing Big Bets on the ‘Benjamins’
Over the last decade, New Line Cinema has reaped a box-office bonanza--and suffered its share of flops--producing a string of rap-themed urban films that cost little to make but earn healthy profits when they click with moviegoers.
The “House Party” movies of the early 1990s were a boon for the studio. More recently, the urban comedies “Friday” and “Next Friday” starring rapper Ice Cube have done so well that New Line is releasing a third sequel--”Friday After Next”--this Thanksgiving.
The studio on Friday will release the latest film from actor/producer/co-screenwriter Ice Cube. Titled “All About the Benjamins,” the urban action/comedy reunites the rap star with comedian Mike Epps, who starred with him in “Next Friday.”
Directed by Kevin Bray, a veteran of more than 100 music videos, “All About the Benjamins” tells the story of a bounty hunter who teams with a small-time con man to take on the dangerous mastermind behind a deadly diamond heist. (“Benjamins” refers to $100 bills, which feature the portrait of Benjamin Franklin.)
New Line has such high hopes for the $15-million film that it bought commercial spots on both the recent Super Bowl telecast on Fox and last week’s Grammy Awards show on CBS.
“We kind of hope it will cross over,” said a New Line spokesman, “rather than appeal only to the core audience [of rap aficionados].”