Do you think the words “rules” and “apply” are mentioned often enough in this spritzy new trailer for Warren Beatty‘s Rules Don’t Apply (20th Century Fox, 11.23)? As well as “crazy”? It doesn’t feel so much like a “dramedy”, which is what Beatty has been calling it, as a restrained screwball comedy, like something Carole Lombard, James Stewart and John Barrymore might have made in the late ’30s. The background music (a little like “Tequila”) reflects the late ’50s era in which the story unfolds, but Beatty also uses some ’40s big-band swing. Either way a tone of old-school, high-strung wackiness has obviously been threaded in. Which is cool.
The audience will skew somewhat older, of course — forget the Millenials — and because of the classic screwball-farcical tone I’m presuming that the know-it-alls will mutter that it’s not audacious, deep or heavy enough to warrant award-season chatter. Ask any seasoned Oscar campaigner — funny stuff always gets elbowed aside.
But the story drops anchor in the third act, I can tell you. I know what happens chapter and verse, and just hearing it got to me. And it is about values and the things that endure. And it is doing something unusual — arguably novel in the year 2016 — and that at the very least warrants attention and respect.
My strongly held view is that the best way to ignite positive chatter about Rules Don’t Apply and thereby launch it with an attractive narrative is to take it to the Telluride Film Festival. Not Toronto, mind, but friendly, cozy, convivial Telluride, where Beatty can roam around and work the crowd.
