The box-office blues of ''In Her Shoes''
There’s not a lot of celebratory shoe-shopping in Hollywood these days. Despite decent reviews and a cast headed by publicity magnet Cameron Diaz, In Her Shoes has banked a very disappointing $20 million at the box office. What went wrong — that is, besides a marketplace that has torpedoed everything from Elizabethtown to Domino? Perhaps it was the ”You couldn’t pay me to see this” factor for men: Shoes‘ one-sided gender appeal was something the trailer and TV ads did not disguise. The tepid result may be bad news for the many still-in-development chick-lit flicks, a genre for which studios have had high hopes since 2001’s Bridget Jones’s Diary.
But veteran producer Lynda Obst (How to Lose a Guy in 10 Days) draws a distinction between ”all-women films” like Shoes and date movies with both male and female leads. With the former, she says, ”you need to draw in the younger, as well as the older, female market. You need strength in numbers…. As the market changes and more boys stay home with their videogames, we have to find ways of getting women to the theater.” It’s now apparent that the shoes-and-shopping-bags genre gets them only as far as the bookstore.