Hollywood loves to make movies about existing properties. Books, comic book and toys all have built in recognition factor which supposedly makes them easier to market. (Unless you’re completely incompetent at it like Twentieth Century Fox.) An just when you think that they have hit the bottom of the barrel, i.e., Universal working on a movie based on the game “Battleship”, along comes the producing pair of Scott Glassgold and Raymond Brothers of IAM Entertainment, who have just announced that they have closed a deal for the rights to a film about the Macy’s Thanksgiving Day Parade.
The pair have no script yet and are currently meeting with writers to listen to various pitches. Reportedly one idea under consideration involves the parade’s famous floats coming to life.
As Glassgold is quoted in the Hollywood Reporter–
We’re aiming to make a four-quadrant, family-friendly film somewhere in that Night At The Museum, Elf sweet spot.
While I am sure that there are some people out there who think that this is a good idea, I’m kind of appalled that things have come to this.
Let’s face it. Many of these tie-in films are nothing but advertising for the licensed product. And the Macy’s parade is essentially nothing more than a big advertisement for the New York-based department store. It seems like we’re starting to devour our own tail. What’s next? Super Bowl Commercial: The Movie? We’re starting to get a little deep down the rabbit hole people.
I know that there will be some who will point out that the original 1947 Miracle On 34th Street could also be seen as a giant advertisement for Macy’s as well, but the film’s script undercuts that notion by rejecting consumerism for the what we call “the true meaning of Christmas.” Can a Thanksgiving Day Parade movie manage the same thing? Possibly, though if Glassgold and Brothers go with the parade floats coming to life idea, I would tend to doubt it.