9/11 Movies Donate Combined 20 percent of Opening Profits to Charity … Is It Enough?
30 08 2006
The American public probably wasn’t ready for the 2006 debut of two controversial movies about the 9/11 tragedy, but like it or not, they came and the nation was forced to once again confront a horrific past.
The first, United 93, was a “real time account” or speculation of the events leading up to United Flight 93’s crash into a field in Shanksville, Pa., after ordinary passengers sacrificed their lives to thwart a terrorist plot that planned to divert the hijacked plane to Washington, D.C.
United 93 was met with much controversy, particularly in New York City and Southwestern Pennsylvania. After bearing witness to two horrific incidents on the same day five years ago, many could not fathom the thought of reliving such atrocities even if they were only realized through Hollywood magic.
The film opened to some protest, but was not yanked from theaters. The father of one victim proclaimed that while the film was difficult to watch, it was something that Americans needed to see. A general thought was that portions, if not all, of the film’s profits should be donated to 9/11 charities. This indeed happened on May 3, 2006 when Universal Pictures, United 93’s distributor, made good on a pledge of 10 percent of opening profits and cut a check for $1.15 million for the Families of Flight 93 charity. (As of June 29, 2006, Universal donated an additional $250,000 to the charity).
The second film, World Trade Center, opened on Aug. 9, 2006, a little more than a month before the five-year anniversary of 9/11. Based on the true story of two police officers who survived beneath the wreckage of the collapsed towers, the movie debut seemed to be much quieter compared to that of its predecessor.
The producers of this film also pledged to donate 10 percent of the opening profits to charity. Four entities were the recipient of $2.6 million. Half went to the World Trade Center Memorial Foundation while the other half was equally split between the three remaining charities.
While thinking about this post and crunching the numbers, I had originally wrote that the movies donated a combined 20 percent of profit. I stopped myself when I realized that I had forgotten a few key words: of the opening profits.
When it comes down to it, the donations from each movie actually amount to less than 5 percent of a combined domestic box office gross of $87.8 million. (WTC is still in theaters).
Is a contribution of $4 million enough to count as a good deed on behalf of the movie studios? Yes and No.
As harsh as the reality is, the studios didn’t have to part with a dime. Why are movies really made? We can argue all day that they tell stories, create art, and so on. They do two things: entertain and more importantly, turn a profit. Neither movie studio was obligated to make a commitment to donate before each movie release. Perhaps they felt it was their patriotic duty to chip in or maybe they feared boycott of future movies if they didn’t attempt to make up for the negative backlash. I don’t work for either studio, so I don’t know.
On the other hand, to ask people to pay for a ticket to relive a traumatic experience is asking a lot. The nation is still obviously reeling from a tragedy that is now five years old, but still fresh in so many minds. Other than to recoup costs, why should studios profit from a catastrophic event such as 9/11? The act seems low, immoral and cheapens the memory of those who lost their lives. Then again, it’s like asking every studio to donate all or portions of their profits for every historical event they remake. It’s not that it can’t be done - it WON’T be done.
The $4 million donation certainly would not make up for reawakening painful memories, nor bring any of the victims back. I’m not sure if all the money in the world could make up for what thousands of people had to go through.
Even if all the proceeds had been donated, would people still have been satisfied? The answer is, probably not. Some have argued that the 9/11 movies are ones that should never have been made. We must keep one thing in mind, however. The 9/11 movies aren’t the first movies to open old wounds and they certainly won’t be the last.
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Categories : Media, PR, The Big Idea