Over the hectic nine-day period that is now SXSW, thousands enjoyed what Austin is widely known for: live music. However, becoming the Live Music Capital of the world didn’t happen by accident. It took a considerable amount of hard work by local community.
Austin Music People, or AMP, recently released a white paper on the “State of the Austin Music Industry,” a study available to the public addressing economic challenges the industry faces with the express goal of protecting the local music scene and fostering its growth.
A study published in Spring 2012, funded by the City of Austin, reported that the 2010 economic impact of Austin’s music industry was more than $856 million, creating nearly 8,000 jobs and generating $9.6 million in City tax revenues.
According to the City of Austin Music Division, Austin is home to 270 live music venues and more than 130 music related nonprofits, of which more than a dozen are focused on music education
Economic impact of ACL Fest 2011: $106 million
Economic impact of SXSW 2012: $190 million
Economic impact of Fun Fun Fun Fest 2012: $27 million
As AMP relies heavily on the Austin community to fund its efforts to maintain the “economic engine of live music,” the organization urges both professionals and music lovers to become a member.
If you grew up in the 1980s, chances are you were either a fan of or knew about Masters of the Universe. The property, based on a line of toys from Mattel, spawned a popular-if-short-lived animated TV series, comic books, a comic strip, magazines, and a 1987 live action film starring Dolph Lundgren. It is now the latest ‘80s IP to get a nostalgic reboot in the form of a new blockbuster film.
Nicholas Galitzine stars as Prince Adam of the planet Eternia, who as a child is exiled to Earth to protect the Sword of Power from invaders led by the evil Skeletor (voiced by Jared Leto). Years later, Adam is now working in the human resources department of a generic company, well-versed in corporate speak but disconnected from his heritage other than a never-ending desire to find the sword he lost when he crash-landed on Earth.
Spoiler alert: he recovers the sword and is soon thereafter rescued from Earth by childhood friend Teela (Camila Mendes). Adam’s return to Eternia is less-than-stellar, as the citizens have difficulty believing he’s the long-lost prince, especially because he initially can’t harness the power of the sword. Naturally, he figures it out eventually, leading to a number of face-offs between him and Skeletor’s minions.
Directed by Travis Knight (Bumblebee) and written by a four-person writing team, the film is yet another cynical attempt at exploiting a certain group’s nostalgia without putting any effort into actually making a good movie. The very first scene of the film is a CGI-filled battle between characters that have barely been introduced, much less explained to the audience. For longtime fans, this will be no issue. For everyone else, though, it immediately signals that the filmmakers don’t care about making them care about anyone or anything in the story.
Instead, they substitute actual character development with a campy and self-deprecating vibe that’s in line with the original series. That’s all well and good if the intended audience was solely 50-year-olds, but for a movie that presumably wants to bring in younger audiences, it’s a choice that never fully comes through. Some characters try to be funnier than others, and most of the “jokes” land with a thud since the tone hasn’t been properly established.
Worst of all, there are never any meaningful stakes in the film. Adam is impervious to damage, something that would have been truly funny if commented upon, but instead is just treated as fact for no good reason. Skeletor is not intended to be a fearsome villain, as he often bumbles through scenes or line deliveries, but the lack of a truly terrible enemy keeps the story stuck in neutral. Combined with bloodless PG-13 fight scenes with no sense of realness to them, there is rarely anything about which to get excited.
Galitzine has turned heads as a romantic interest in both gay (Red, White & Royal Blue) and straight (The Idea of You) contexts, but he can never find his footing as the leading man here. The film never allows him to develop into a true action hero, so instead he comes across as a pretender most of the time. Mendes is okay, but she, too, isn’t given the opportunity to become much more than a sidekick. Idris Elba is entirely wasted as Teela’s father Duncan. Leto lets loose, which works because he’s the only character without a recognizable face.
There may be a world in which rebooting Masters of the Universe makes sense, but it does not exist when the film that is offered doesn’t even try to appeal to anyone who doesn’t have a deeply ingrained knowledge of the decades-old property. By relying on nostalgia instead of good filmmaking, the film may get good box office returns on opening weekend, but it’s difficult to imagine that it will endure.
---
Masters of the Universe opens in theaters on June 5.