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Bomb Squad: Why Did “Peeples” Tank?

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Welcome to “Bomb Squad,” a recurring column that takes a closer look at a movie that tanked at the box office and tries to figure out what happened.

May has long been the official kickoff for summer movie season, but that doesn’t stop studios from slotting the occasional comedy as effective counterprogramming to all the superhero films. Unfortunately, that didn’t work with “Peeples,” a “Meet the Parents”-esque comedy that, despite the presence of “Tyler Perry Presents” in the title, failed to do well in its opening weekend, grossing less than $5 million and finishing in fourth place. (Even the commercially disappointing “Pain & Gain” did better last weekend.) What exactly happened here? Let’s take a look at some possible theories, some more convincing than others, and then reach our verdict…

Theory No. 1: Craig Robinson is not a movie star.

Audiences like Craig Robinson. He became a breakout star thanks to “The Office,” and he’s been funny in everything from “Zack and Miri Make a Porno” to “Hot Tub Time Machine.” The problem is that those movies weren’t hits. (The one really successful film in which he’s had a substantial role, “Pineapple Express,” boasted several much bigger names.) Even his rise on “The Office” was during the post-Steve Carell period when the sitcom stopped winning Emmys and started losing some of its hip cachet. At this stage of his career, he’s a welcome presence, but he’s not necessarily a huge factor in driving people to the theater.

Theory No. 2: Tyler Perry’s name isn’t what it used to be.

For almost a decade, Perry has been a consistent commercial force. None of his films have been $100-million blockbusters, but he can deliver solid crowds on low budgets. He’s such a brand that you’d assume that slapping “Tyler Perry Presents” on top of “Peeples” would be a stamp of approval for his fan base, even though Perry didn’t write or direct (or star in) this comedy. (“Peeples” is the feature directorial debut of writer-director Tina Gordon Chism.) No doubt some will now suggest that Perry’s power is waning. After all, his bid to become an action-thriller hero in last year’s “Alex Cross” tanked. But let’s not rush to judgment: This March’s “Temptation: Confessions of a Marriage Counselor” did quite well by his standards, especially when you consider he wasn’t in it and the film was a drama, which tend to do less well than his Madea comedies. Even if Perry’s brand has lost a little of its luster, the man still has his commercial clout. (He’s got “A Madea Christmas” coming out this December. Who would bet against its chances?)

Theory No. 3: It looked pretty generic.

The ads for “Peeples” seemed to play it safe, figuring that folks would be intrigued to check out Robinson trying to win over his girlfriend’s distrustful father (David Alan Grier). It looked like another “Meet the Parents” … maybe too much like one. There wasn’t anything particularly compelling or uproarious about the commercials. (Frankly, the ads gave off a sitcom-y vibe.) That hasn’t hurt Perry-related projects in the past. To be blunt, the promotion of his films has always been a bit drab, except when it comes to his posters. Still, “Peeples” screamed “rental,” which may be where it ultimately finds its niche.

Theory No. 4: Everybody was too busy seeing “Iron Man 3” and “The Great Gatsby.”

The point of counterprogramming is to target a sizable audience that isn’t that interested in the weekend’s big release. And when done right, it can pay off. Some recent success stories are Fox’s decision to pit “The Devil Wears Prada” opposite “Superman Returns” or when Fox Searchlight released “The Best Exotic Marigold Hotel” the same weekend as “The Avengers.” In both cases, the underdog went after a crowd — women and older audiences, respectively — that might like a movie that didn’t feature comic-book characters. Likewise, “Peeples” catered to African-Americans and comedy fans in the hopes that they would have already seen “Iron Man 3” (which came out May 3) and wouldn’t be lured by the flash and pomp of “The Great Gatsby.” Whatever the strategy, it wasn’t that effective: Those two movies made a combined $123 million over the weekend. It would never have been realistic to expect “Peeples” to reach those sorts of numbers, but it didn’t even manage to be a sleeper surprise. It just sunk like a stone.

The Verdict

Sometimes studios roll the dice and come out a winner. Other times, you have what happened to “Peeples”: mediocre reviews mixed with mediocre buzz that adds up to disappointing grosses. This movie’s release was so underwhelming that there’s a good chance that when it shows up on cable or DVD in the near future, a good chunk of folks won’t even realize it ever came to theaters first. Let’s just hope Robinson has other chances to show off his stuff.

You can follow Tim Grierson on Twitter.

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Holiday Extra Special

Make The Holidays ’80s Again

Enjoy the holiday cheer Wednesday December 21 at 10P on IFC.

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Photo Credit: Everett Collection

Whatever happened to the kind of crazy-yet-cozy holiday specials that blanketed the early winter airwaves of the 1980s? Unceremoniously killed by infectious ’90s jadedness? Slow fade out at the hands of early-onset millennial ennui? Whatever the reason, nixing the tradition was a huge mistake.

A huge mistake that we’re about to fix.

Announcing IFC’s Joe’s Pub Presents: A Holiday Special, starring Tony Hale. It’s a celeb-studded extravaganza in the glorious tradition of yesteryear featuring Bridget Everett, Jo Firestone, Nick Thune, Jen Kirkman, house band The Dap-Kings, and many more. And it’s at Joe’s Pub, everyone’s favorite home away from home in the Big Apple.

The yuletide cheer explodes Wednesday December 21 at 10P. But if you were born after 1989 and have no idea what void this spectacular special is going to fill, sample from this vintage selection of holiday hits:

Andy Williams and The NBC Kids Search For Santa

The quintessential holiday special. Get snuggly and turn off your brain. You won’t need it.

A Muppet Family Christmas

The Fraggles. The Muppets. The Sesame Street gang. Fate. The Jim Henson multiverse merges in this warm and fuzzy Holiday gathering.

Julie Andrews: The Sound Of Christmas

To this day a foolproof antidote to holiday cynicism. It’s cheesy, but a good cheese. In this case an Alpine Gruyère.

Star Wars Holiday Special

Okay, busted. This one was released in 1978. Still totally ’80s though. And yes that’s Bea Arthur.

Pee Wee’s Playhouse Christmas Special

Pass the eggnog, and make sure it’s loaded. This special is everything you’d expect it to be and much, much more.

Joe’s Pub Presents: A Holiday Special premieres Wednesday December 21 at 10P on IFC.

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It Ain't Over Yet

A Guide to Coping with the End of Comedy Bang! Bang!

Watch the final episodes tonight at 11 and 11:30P on IFC.

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After five seasons and 110 halved-hour episodes, Scott Aukerman’s hipster comedy opus, Comedy Bang! Bang!, has come to an end. Fridays at 11 and 11:30P will never be the same. We know it can be hard for fans to adjust after the series finale of their favorite TV show. That’s why we’ve prepared this step-by-step guide to managing your grief.

Step One: Cry it out

It’s just natural. We’re sad too.
Scott crying GIF

Step Two: Read the CB!B! IMDB Trivia Page

The show is over and it feels like you’ve lost a friend. But how well did you really know this friend? Head over to Comedy Bang! Bang!’s IMDB page to find out some things you may not have known…like that it’s “based on a Civil War battle of the same name” or that “Reggie Watts was actually born with the name Theodore Leopold The Third.”

Step Three: Listen to the podcast

One fascinating piece of CB!B! trivia that you might not learn from IMDB is that there’s a podcast that shares the same name as the TV show. It’s even hosted by Scott Aukerman! It’s not exactly like watching the TV show on a Friday night, but that’s only because each episode is released Monday morning. If you close your eyes, the podcast is just like watching the show with your eyes closed!

Step Four: Watch brand new CB!B! clips?!

The best way to cope with the end of Comedy Bang! Bang! is to completely ignore that it’s over — because it’s not. In an unprecedented move, IFC is opening up the bonus CB!B! content vault. There are four brand new, never-before-seen sketches featuring Scott Aukerman, Kid Cudi, and “Weird Al” Yankovic ready for you to view on the IFC App. There’s also one right here, below this paragraph! Watch all four b-b-bonus clips and feel better.

Binge the entire final season, plus exclusive sketches, right now on the IFC app.

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Everybody Sweats Now

The Four-Day Sweatsgiving Weekend On IFC

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This long holiday weekend is your time to gobble gobble gobble and give heartfelt thanks—thanks for the comfort and forgiveness of sweatpants. Because when it comes right down to it, there’s nothing more wholesome and American than stuffing yourself stupid and spending endless hours in front of the TV in your softest of softests.

So get the sweats, grab the remote and join IFC for four perfect days of entertainment.

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It all starts with a 24-hour T-day marathon of Rocky Horror Picture Show, then continues Friday with an all-day binge of Stan Against Evil.

By Saturday, the couch will have molded to your shape. Which is good, because you’ll be nestled in for back-to-back Die Hard and Lethal Weapon.

Finally, come Sunday it’s time to put the sweat back in your sweatpants with The Shining, The Exorcist, The Chronicles of Riddick, Terminator 2, and Blade: Trinity. They totally count as cardio.

As if you need more convincing, here’s Martha Wash and the IFC&C Music Factory to hammer the point home.

The Sweatsgiving Weekend starts Thursday on IFC

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