Chuck and Larry -- Marketing Gay Movie Themes

Ian Johnson, Out Now
October 6, 2007

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TOPICS: Gay movies marketing. Civil unions. Gay marriage. Hollywood. Chuck and Larry. Box office results for Chuck and Larry. Lesbian and gay movie marketing. GLBT film theme marketing.

The mainstream movie 'Chuck and Larry' has become a Summer season box office success.

As of last week, there had been more than USD$120 million raked in through box office receipts for this gay themed gay marriage -- civil union comedy.

There is, as always, some squeamishness in reporting on a mainstream studio's efforts at portraying gay and lesbian lives in a comedy movie.

'Chuck and Larry' I must say is not my cup of tea, and the use of the "F" word - 'faggots' - makes me feel a lot less than comfortable, however the fact that themes such as gay civil unions are now acceptable mainstream box office fare does instill in me a great deal of confidence about mainstream society's increasing comfort with gay and lesbian issues.

If Hollywood -- and mainstream society -- can see gay marriage and civil unions as a mainstream matinee movie topic for a comedy with broad general appeal, then that explains a lot about why so many mainstream brands now feel comfortable marketing to lesbians and gay men.

Synopsis of the film

Chuck Levine (Adam Sandler) and Larry Valentine (Kevin James) are the pride of their fire station: two guy's guys always side by side and willing to do anything for each other. Salt-of-the-earth widower Larry wants just one thing: to protect his family. His buddy Chuck also wants one thing: to enjoy the single life.

Grateful Chuck owes Larry for saving his life in a fire, and Larry calls in that favor big time when civic red tape prevents him from naming his own two kids as his life insurance beneficiaries.

All that Chuck has to do is claim to be Larry's domestic partner on some city forms.

Easy. Nobody will ever know. But when an overzealous, spot-checking bureaucrat becomes suspicious, the new couple's arrangement becomes a citywide issue and goes from confidential to front-page news.

Forced to improvise as love-struck newlyweds, Chuck and Larry must now fumble through a hilarious charade of domestic bliss under one roof.

After surviving their mandatory honeymoon and dodging the threat of exposure, the well-intentioned con men discover that sticking together in your time of need is what truly makes a family.

The ending of the film is perhaps the most affirming aspect of this from a gay marketing communications perspective.

Based on the box office success of this film, it seems likely we will see more gay themed movies out of Hollywood in 2008.

Out Now Consulting has since 1992 worked for our clients in delivering leading edge marketing solutions in all facets of gay and lesbian marketing, including understanding gay marketing issues and how they affect companies targeting the LGBT market. To get expert GLBT travel marketing communications, research and marketing strategy insight, from the leading gay and lesbian community marketing experts; contact Out Now.
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