Amoeblog

AIRBRUSHING OUT CONTROVERSY

THE ORIGINAL JUICE MOVIE POSTER
The image to the left is the album cover art from the soundtrack to the film "Juice" that starred Tupac Shakur as the crazy & wild, revolver-carrying character Bishop (one of a group of Harlem teenagers) and - at the time of its release in 1992 - stirred up quite a controversy over said gun in the artwork that was also used in the movie's advertising campaign.  I remember back then, as you probably do too, seeing in magazines, on big billboards and also AC Transit buses driving by - advertising for the film with the image identical to the one left with a gun-toting Pac.  But soon-after a heated controversy arose over the inclusion of the gun in the movie poster   the artwork was altered - with the gun being airbrushed out of the image altogether.

The whole controversy over the Juice advertising campaign was instigated by reporter Anita Busch at the Hollywood Reporter  when she wrote a critical article about Paramount Pictures'  advertising campaign for the movie which, she wrote, some people feared would lead  to violence around the movie theaters. The article triggered a landslide of bad publicity, which in turn triggered fear, that ultimately led to the studios/producers of the film to alter the artwork and remove the gun (a revolver) from all movie related materials - as in the DVD cover art opposite right.  

Among shocked rap fans at the time (myself included) the feeling was that it was a bullshit censorship move; with the real irony being that Hollywood was not airbrushing out guns from other (non rap related) movies.  Clearly it came off at the time as a double-standard targeted at black youth and at a music that was prone to controversy - this being the time of Ice T's "Cop Killer" and other hot-button controversies.  In fact just a year earlier Vice President Dan Quayle used his high-profile position to slam Tupac's  first album, "2Pacalypse Now.  "There is absolutely no reason for a record like this to be published … It has no place in our society." was what Quayle said at the time of the rap album by the former Digital Underground member.

In direct response to Quayle's statement in "Pac's Theme" on his second album (1993's Strictly 4 My N.I.G.G.A.Z.) the late great rapper articulately addressed the comments of the former Vice President, who remember even had trouble with his ABC's, by saying , "I was raised in this society so there's no way you can expect me to be a perfect person."

Another fallout of the whole Juice/gun controversy was that in 1992 Paramount Pictures was so incensed by the Hollywood Reporter's writer that it pulled its advertising in the trade paper and stopped sending press releases for an entire year.
Posted by Billyjam on October 22, 2007 at 01:00pm | Comments (4)

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2pac

Comments

i love 2pac

Posted by ayo on January 13, 2008 at 08:08am

i miss 2pac

Posted by ato on January 13, 2008 at 08:09am

i need 2pac

Posted by ayodele on January 13, 2008 at 08:28am

yes, but they added "Power. Respect" to the dvd cover.
that carries more truck than any heater anyday.

Posted by hi-res on January 13, 2008 at 03:16pm

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