Big Macs for life

Rating: 3/10 (29 May 2004)

How any critic can call Looney Tunes: Back in Action an exercise in franchise promotion but not puke at the 80-minute commercial that is Space Jam is beyond me.
Our plot has Danny Devito play the voice of an evil, monster type businessman who's theme park is failing. In desperation he sends 5 little creatures to capture the Looney Tunes and bring them back as the new attraction.
So...where is Looney Tune land? Apparently it's underground. And digging up any golf ball hole will eventually lead to it. When the Looney Tunes challenge the would-be kidnappers to a basketball game they kidnap Michael Jordan to be on their team.
The quality of the film nosedives from here on. Jordan's acting is so wooden it's mahogany. He expresses no confusion, joy or surprise at being yanked into Looney Tune land and confronted by all the toons. 'Bugs Bunny you're a cartoon you're not real', he says in the most flat, boring and dullest way (missing commas intended as he doesn't use them).
And then the big game follows. Once it's over, and there's no reason left to continue watching, the film goes on for another 10 minutes (to beef the running time up 'feature length') with the basketball/Jordan story. It's rubbish.
It's no surprise that the film is directed by Joe Pytka (he's NOT Joe Dante that's for sure), a man who has never done any other features but over a 1000 TV ads, or something. Space Jam is nowt but 100% proof Warner whored out their most famous creation to make a few quick, and cheap, bucks. It's heartbreaking, heinous stuff.
Casting Michael Jordan alongside the Looney Tunes is not inspired and imaginative. It's crass and desperate. Now they can attract sports fans AND kiddies. And Michael Jordan of all people! He's not a good actor and his fame outside of the U.S. is minimal to say the least. Moreso today.
The only part of the film that comes (very, very remotely) close to the true spirit of the Looney Tunes is the score. James Newton Howard (a truly bizarre choice, how about Jerry Goldsmith, Bruce Broughton or even Danny Elfman) recognizes the classic Looney Tunes themes and uses them appropriately in certain moments but the rest of the score is generic and uninspired.
Back in Action was intelligent, witty and satirical. Space Jam is corny, cheap and classless. It's an absolute travesty. How can we honestly take seriously a movie that has every cast member awe at Michael Jordan, has not too subtle product placement for McDonalds and has the Looney Tunes (one of the most ingenious creations in history) exploited in the most shameless and guilt free manner. With Space Jam, Warner showed that they'd cash in the Looney Tunes at a pawn shop for $5 if they could. A total lack of respect for Chuck Jones, Friz Freleng and Robert McKimson.
And they don't even act Looney. The only laughs come from Bugs and Daffy. And it's sporadic and inconsistent. Producer Ivan Reitman (who has no experience and no business with this franchise) managed to convince Bill Murray to appear in this drek (for about 10 minutes) so the trailer could boast an ACTUAL star other than Jordan. Murray's performance is the bare minimum and has a let's-get-this-over-with feel (though Murray working below-par is still miles ahead of many other actors at the top of their game). His appearance in the film is massively oversold.
It's just not fair that THIS is a big hit while Back In Action flopped horribly. I consider it the biggest miscarriage in justice ever. I still blame the marketing for Back in Action. It was bad, REAL bad. But still has some sort of quiet dignity about it when compared to the McDonalds promoted, in your face junk that was Space Jam's marketing. Is it any wonder Joe Dante had Back In Action nicknamed 'The Anti-Space Jam movie'?
And just what the hell is a Space Jam anyway? It's not even set in Space!!!
It took Warner 3 tries but the finally released the movie in its original aspect ratio. The DVD presents the film is 1.78:1 anamorphic widescreen with pretty active Dolby 5.1 sound. There are loads of features but they are all fluff. Some 80's Looney Tunes shorts are included too.