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Screen Gems Hoping Crossover Appeal for "Think Like A Man" + First Reviews and Tim Story Interview

Shadow and Act By Vanessa Martinez | Shadow and Act April 11, 2012 at 6:23PM

Will Packer and Screen Gems are working overtime in their marketing and campaigning efforts for Tim Story's Think Like A Man, out in theaters next Friday 4/20.
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think like a man still

Will Packer and Screen Gems are working overtime in their marketing and campaigning efforts for Tim Story's Think Like A Man, out in theaters next Friday 4/20.

They're hopeful the film will have crossover appeal for Caucasian audiences, mainly women over 30. According to a Vulture report, the film seems to have already secured a Black audience: "Almost 85 percent of black audiences are aware of the film, and a whopping 70 percent have “definite interest” in seeing it."

We already told you yesterday in Tambay's post that the film tested almost off the charts when it screened for diverse audiences twice last year: the first time with a 96% score and 99% the second time. That's pretty good news! I really hope that reflects the actual box office numbers.

Anyways, the first critic reviews have surfaced, and they're somewhat positive and so-so for the most part. Consensus so far says it's stylish, with an attractive cast who deliver some laughs, but ultimately too long and perhaps not as compelling as it would like to be.

Here are some excerpts:

Variety:

Translating Steve Harvey's bestseller "Act Like a Lady, Think Like a Man" into a four-pronged romantic comedy, 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.

ScreenDaily:

A battle of the sexes drives Think Like A Man, but unfortunately this romantic comedy also features a clash between a very likeable cast and a rather unappealing storyline. Following a group of men and women as they negotiate the dating world, director Tim Story’s ensemble piece is the umpteenth Hollywood laugher that advocates that the best way to find love is to assume that the object of your affection embodies all the worst qualities of their gender. A warm, funny rapport between the actors helps immeasurably, but not enough to make you want to commit to this film’s reductive view of relationships.

THR:

The age-old battle of the sexes is equipped with some fresh ground rules in the astute, contemporary romantic comedy, Think Like a Man.

"that attractive cast and the silky production values, combined with Harvey’s loyal radio, stand-up and Family Feud following, should ensure that the Screen Gems release opens strongly, drawing an urban audience in the market for a more urbane Tyler Perry."

I will try to catch a screening when it opens next Friday and definitely let you know my thoughts.

Meanwhile check out director Tim Story interview soundbytes.


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