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AIRBRUSHING OUT CONTROVERSY

Posted by Billyjam, October 22, 2007 01:00pm | Comments (8)
juice tupac
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). At the time of its release in 1992, the film stirred up quite a bit of 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 the ad in magazines, on big billboards and also on AC Transit buses driving by. The image was identical to the one at the left with a gun-toting Pac. But soon after, a heated controversy arose over the inclusion of the gun in the movie poster and 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. She wrote that some people feared the ad dipiction would lead to violence around the movie theaters. The article triggered a landslide of bad publicity, which in turn triggered fear, which ultimately led the studios/producers of the juice tupac film to alter the artwork and remove the gun (a revolver) from all movie related materials -- as in the DVD cover art, on the 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 genre of music that was prone to controversy. (This was around 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 in 1992 was that 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.

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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

ur retarted

Posted by uurbuttinhere on April 3, 2009 at 08:14pm

we need 2pac

Posted by cita on October 6, 2009 at 10:58am

I remember the whole "Juice" controversy back in the day. I thought it was a stupid excuse to airbrush the gun. If they say that it can cause violence, then why did Hollywood in general release gun tooting movies for well over 70 years. Just watching a "violent" movie can have the average Joe Schmoe provoke some stupid enough to cause violence.

Posted by ALF of Hip Hop Slam on May 31, 2010 at 01:56pm

I agree with Alf. I think if Hollywood is serious about certain films causing violence, then they should stop making violent movies altogether.

Posted by Mo on June 12, 2010 at 11:15am

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