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DID YOU READ

Bomb Squad: Why Did “Admission” 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.

Most everybody likes Tina Fey. Most everybody likes Paul Rudd. Put ‘em together in a comedy and you should have some success. Unfortunately, their first onscreen pairing turned out to be “Admission,” which barely managed $6 million in its first weekend. No one was expecting the film to launch a franchise, but, still, why didn’t audiences turn out? Let’s take a look at some possible theories and then come up with our verdict…

Theory No. 1: You know, Tina Fey really isn’t that big of a movie star.

Fey has had commercial success in movies like “Mean Girls” (which she adapted from a book by Rosalind Wiseman) and “Date Night,” but it’s just as likely that people went to those movies because of her costars: Lindsay Lohan and Steve Carell, respectively. Her biggest hit where she was the clear star was “Baby Mama,” which grossed about $60 million, a solid but by no means stellar showing. There’s no questioning Fey’s talent: She’s a bestselling writer thanks to her memoir “Bossypants” and a multi-Emmy winner from her work on “Saturday Night Live” and “30 Rock.” But do enough people want to see a movie just because she’s in it? That’s still a little uncertain. (Honestly, if she ever wanted to do a Sarah Palin movie, that might be something a lot of folks would pay good money to see.)

Theory No. 2: You know, Paul Rudd really isn’t that big of a movie star.

For most of his film career, Rudd has been the buddy, the sidekick, or part of an ensemble. It’s only recently that he’s become an above-the-title star, such as on “Dinner for Schmucks,” “How Do You Know,” “Wanderlust” and “This Is 40.” His biggest hit in that group is “Dinner for Schmucks,” which brought in about $73 million, but, like with Fey, that turnout was as much about his costar, Steve Carell, as it was about him. Like a great utility player in baseball or an invaluable sixth man in basketball, Rudd is somebody you want on your comedy team, but he may not be enough of a draw simply on his own.

Theory No. 3: Nobody knew what “Admission” was even about.

Focus Features was always going to have a difficult task in advertising “Admission.” Less a romantic comedy than a comedy-drama about a woman (Fey) who gets a second chance to be a mother to the long-lost son (Nat Wolff) she gave up for adoption at birth, the film didn’t have a clear high-concept hook. But the TV commercials were especially problematic, selling “Admission” as a fish-out-of-water comedy — it’s Tina Fey with a cow! — and resorting to having the two stars actually sit across from each other in 30-second spots and try to explain what the movie was about. (And the poster was even worse: Clearly, Focus was hoping date-night crowds would flock if the marketing went as generic rom-com as possible.) An emotionally nuanced movie needs a sharp, sophisticated campaign; “Admission” never had a chance.

Theory No. 4: It looked like a rental.

Romantic comedies — or, as in the case of “Admission,” romantic comedy-dramas — become big hits thanks to star power and word-of-mouth. Without those, audiences might choose to skip the movie’s theatrical run and catch up with it on DVD or cable. (It’s not as if, say, “The Lucky One” or “Safe Haven” is so visually stunning that you have to see it in a theater.) And whether it was the lukewarm reviews or the generally lackluster buzz around the film, “Admission” simply seemed imminently skippable.

The Verdict

Looks like it’s “all of the above.” Although I actually liked the film, “Admission” is the sort of under-the-radar commercial prospect that needs some kind of selling point to really fire up an audience: great reviews, a big star, something. That never happened here. Not all bombs are created equal, of course, and since “Admission” had a pretty small budget — supposedly around $13 million — its weak box office showing is hardly cause for massive embarrassment. But it is a reminder that just because lots of people love Tina Fey and Paul Rudd, that doesn’t mean that alone will be enough to guarantee a hit.

You can follow Tim Grierson on Twitter.

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Final Countdown

The Best Of The Last

Portlandia Goes Out With A Bang

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The end is near. In mere days Portlandia wraps up its final season, and oh what a season it’s been. Lucky for you, you can watch the entire season right now right here and on the IFC app, including this free episode courtesy of Subaru.

But now, let’s take a moment to look back at some of the new classics Fred and Carrie have so thoughtfully bestowed upon us. (We’ll be looking back through tear-blurred eyes, but you do you.)

Couples Dinner

It’s not that being single sucks, it’s that you suck if you’re single.

Cancel it!

A sketch for anyone who has cancelled more appointments than they’ve kept. Which is everyone.

Forgotten America

This one’s a “Serial” killer…everything both right and wrong about true crime podcasts.

Wedding Planners

The only bad wedding is a boring wedding.

Disaster Hut

It’s only the end of the world if your doomsday kit doesn’t include rosé.

Catch up on Portlandia’s final episodes on demand and at IFC.com

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Rev Up

Your Portlandia Personality Test

The New Portlandia Webseries Is Going Your Way

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Carrie and Fred understand that although we have so much in common, we’re each so beautifully unique and different. To help us navigate those differences, Portlandia has found an easy and honest way to embrace our special selves in the form of a progressive new traffic system: a specific lane for every kind of driver. It’s all in honor of the show’s 8th and final season, and it’s all presented by Subaru.

Ready to find out who you really are? Match your personality to a lane and hop on the expressway to self-understanding.

Lane 10: Trucks Piled With Junk

Your junk is falling out of your trunk. Shake a tail light, people — this lane is for you.

Lane 33: Twins

You’re like a Gemini, but waaaay more pedestrian. Maybe you and a friend just wear the same outfits a lot. Who cares, it’s just twinning enough to make you feel special.

Lane 27: Broken Windows

Bad luck follows you around and everyone knows it. Your proverbial seat is always damp from proverbial rain. Is this the universe telling you to swallow your pride? Yes.

Lane 69: Filthy Cars

You’re all about convenience. Getting your car washed while you drive is a no-brainer.

Lane 43: Newly Divorced Singles

It’s been a while since you’ve driven alone, and you don’t know the rules of the road anymore. What’s too fast? What’s too slow? Are you sending the right signals? Don’t worry, the breakdown lane is nearby if you need it.

Still can’t find a lane to match your personality? Check out all the videos here. And see the final season of Portlandia this spring on IFC.

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Give Back

Last-Minute Holiday Gift Guide

Hits from the '80s are on repeat all Christmas Eve and Day on IFC.

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GIFs via Giphy, Photos via The Everett Collection

It’s the final countdown to Christmas and thanks to IFC’s movie marathon all Christmas Eve and Christmas Day, you can revel in classic ’80s films AND find inspiration for your last-minute gifts. Here are our recommendations, if you need a head start:

Musical Instrument

Great analog entertainment substitute when you refuse to give your kid the Nintendo Switch they’ve been drooling over.

Breakfast In Bed

Any significant other or child would appreciate these Uncle Buck-approved flapjacks. Just make sure you’re not stuck on clean up duty.

Cocktail Supplies

You’ll need them to get through the holidays.

Dance Lessons

So you can learn to shake-shake-shake (unless you know ghosts willing to lend a hand).

Comfy Clothes

With all the holiday meals, there may be some…embigenning.



Get even more great inspiration all Christmas Eve and Day on IFC, and remember…