Labels are the problem. Male or female, black or white, comedy or drama, PG-13 or R? In which section of the DVD store will this film end up? How do we market it? To whom should the product placement and the trailers before the film be skewed?
It is for these reasons that a gem like Bridesmaids receives qualified approval like “the funniest R-rated female driven comedy of all time”. There’s a glaring missed opportunity, given the ethnicity of one of the film’s leads – surely an enterprising reviewer will dub it “the funniest mixed-race buddy film R-rated female-driven romantic comedy of all time”. Perhaps with an exclamation mark or two for good measure.
Bridesmaids stars Kristen Wiig, who co-wrote the film with Annie Mumolo, and a host of other Saturday Night Live alumni. At the time of writing, it has made almost US$125 million in the US alone and is one of the most critically acclaimed films of the year.
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