Majestic? Not so much

S.J. Barlament | 12/06/2007 11:25 am | Tea in the Yahara

I braved the cold, I paid my three bucks to get in, and I had a couple of White Russians last night at the Majestic's inaugural "Brew & View" event, a screening of The Coen Brothers' The Big Lebowski, co-sponsored by Dane101 and Four Star Video Heaven.

First of all, congrats to the venue and its co-sponsors on filling the place: Before the movie started, the crowd was informed that people were actually turned away at the door because capacity had been reached -- proof that there's a market for well considered film-and-booze tie-ins downtown. (Who knew?)

And of course, choosing to have "The Dude" kick off the series was an inspired choice -- one can't help but wonder if management put in for extra orders of Kahluah, Fleischmann's Vodka, and cream in preparation for the event.

But while the movie itself was enjoyable enough -- it always is, after all -- and the Russians themselves were plenty strong, I have to admit to being a bit disappointed in the event and what it seems to portend for the series going forward.

The "screening" -- and yeah, it's being kind to call it that, though technically speaking, there was a screen -- was of a DVD, which really is too bad, considering that it can't be too difficult these days to find a random print of the film lying around in wait for the next Lebowski Fest. And when it comes right down to it, the former movie theater, now twice-removed -- always a questionable venue for film-viewing, as any Madison old-timer can tell you -- still just isn't the best place to watch a movie.

But that's not really not what disturbs me most about the whole thing. What does is what's set to come next in the Brew & View series. Coming up on December 15 is a screening of National Lampoon's Christmas Vacation, followed in January, I think, by "Crazy About Swayze," a double feature of Roadhouse and Dirty Dancing. Ugh.

I understand that the establishment probably doesn't want the films (videos?) themselves to overshadow the venue or its bars. But instead of kitsching it up with second- and third-rate films from here on out -- which, given the coming slate, I can only assume they intend to do -- why not keep with the theme established at the inaugural event? Why not choose quality films instead, and continue to capitalize on the cocktails that define them?

It's not really that difficult to conceptualize, is it? Show Wes Anderson's Bottle Rocket, complete with the requisite Tom Collinses. Or go with the classics instead: The Seven Year Itch, featuring potato chips & Champagne or -- possibly even better, come to think of it -- peanut butter sandwiches and Whiskey Sours. Or if you'd prefer no-brainers (of a sort), show Animal House, set up the event as the inevitable toga party, and pay Clyde a boatload of money to put together a house band.

See, Majestic owners? There are ways to make this thing work without sacrificing film quality after all, and I urge you to explore them. I mean, just think about the possibilities: You could select one of the better Bond films (yes, they do exist) and make the entire evening a black-tie affair -- complete with a "gambling for charity" tie-in, perhaps.

I bet you'd move more martinis than you've ever moved before.

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bars & clubs | culture | film | madison | marketing | movies

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