Warner Bros. has announced it will begin handing out paper bags to cover the heads of moviegoers too embarrassed to be seen walking into theaters playing the critically-panned comedy, “Tammy,” starring Melissa McCarthy. The studio believes the replica paper bags of the one Melissa McCarthy wears while robbing a fast food restaurant in the film, will help boost ticket sales following “Tammy” earning a lackluster $21.1 million over the 4th of July weekend.
“The other great thing about this idea is that if ‘Tammy’ becomes too dreadful to watch, you can turn the bag around and block your eyes,” Warner Bros. CEO Kevin Tsujihara told Hollywood & Swine. “Film critic Red Reed even used his paper bag to throw up in during his second viewing of ‘Tammy.’”
Moviegoers are apparently reluctant to risk being seen buying tickets for “Tammy after it was eviscerated by critics, ending up with a rotten rating of 23% on Rotten Tomatoes. McCarthy, who admitted she started writing “Tammy” nearly a decade ago on napkins in her car with her husband, Ben Falcone, who also directed, explained why the road trip comedy didn’t turn out as well as she had hoped.
“The original draft of ‘Tammy’ was better than the Academy-Award nominated script for ‘Bridesmaids,’” McCarthy said. “But then we accidentally lost the 2nd and 3rd act while soaking up some soda that spilled in the car.”