Nuanced films don’t sell in theatres, a colleague told me a week ago. He was explaining why a theatre in Toronto has declined to screen my upcoming film, The Rise of Jordan Peterson. This wasn’t the only hurdle we faced trying to get this film, which traces the tumultuous period that placed Peterson on the world stage as a beloved and reviled public intellectual, into theatres. We faced quite a few, from internal debates to ethical concerns about contributing to the cult of personality around Peterson to the statement that continues echoing in my mind: nuanced film don’t sell.
My experience broadcasting a nuanced TV film about Jordan Peterson on the Canadian Broadcasting Channel last year didn’t support my colleague’s claim. The film was popular and generally well received (once people watched it, that is—social media reactions beforehand were another story). After watching the film, audiences told me that it was refreshingly balanced and that it didn’t tell them what to think. And they liked that! But is it true that nuanced films don’t sell in theatres? Do people only want to buy tickets to see films about their heroes or stories that make them feel good? And, if this is true, is this the result of media conditioning, or has the media taken this approach in response to our wants, which are rooted in our human nature?
I’m not a huge fan of the descriptor balanced for my film. If the film is balanced, it’s not because I was trying to be. I was trying to be honest. If the film is balanced, it’s simply a consequence of the fact that I listened to different perspectives and discovered valid points that were worth reflecting back to audiences. The world is complicated, and this film is complicated too. It doesn’t wrap things up into a neat story with a feel-good ending because that’s not what I witnessed and what my experience was like making it. So I don’t think balanced is the most accurate word to describe it, even though I know what people mean when they say that. I think the film is honest. And nuanced.
But nuanced films don’t sell.
Yesterday, the news came out that a week-long theatrical run of my 90-minute feature about Peterson had been cancelled by Carlton cinema in Toronto because one or more of the staff had complained—even though the complainants most likely hadn’t seen it. This placed the cinema in a tough position and they decided to cancel the run. It was disappointing, and they were very apologetic about it.
I consulted with trusted colleagues about whether or not to name the cinema when journalists asked us about the barriers we faced theatrically. We decided to opt for cinema-on-demand platforms to circumvent these troubles. This means that fans can request screenings in their cities and, if enough tickets sell at a screening (40% of the box office), the screening will go ahead. Peterson, of course, has a huge existing fan base, but this film wasn’t just made for Peterson fans. It’s nuanced—but, alas, nuanced films don’t sell.
I decided to name Carlton cinema because I didn’t think it was right to let this slide. Cancel culture is a very tired narrative nowadays, but it’s disappointing to work so hard on a film and to have it cancelled in this way—not because of the content or the treatment, but because of the subject matter.
Some people have been calling Carlton to express their discontent. And, while I appreciate this support and think it’s fair for people to voice their opinions respectfully, I’m apprehensive that many people’s reactions to this story may quickly devolve into outrage, which is rotting our culture. Carlton’s decision, while it wasn’t brave, was ultimately a business decision and, as a business owner, I can understand how complicated such decisions can be.
I’ve spent the last three and a half years embedded in the toxicity of this culture war, as a consequence of making this film. And I’ve learned that it’s very easy to fall into the temptation of fighting for a cause—to be pulled in by the seduction of anger, the tug of outrage, and the comfort of belonging to a tribe.
It doesn’t feel as good (at first) to take a step back and think about the big picture. But it’s better for everyone’s sanity in the long run.
If you want to support this film, then I ask you to share the trailer on social media. Start a conversation about it. Request a screening in your city. Help the screenings scattered across Canada on October 6 tip (i.e. sell 40% of their box offices). Let your friends around the world know that they can request or host screenings in the US, Australia, Ireland, the UK and Germany, with the option of including a panel discussion and creating an event. Nuanced films are major conversation starters and this film falls into that category.
But nuanced films don’t sell.
Or do they? I can’t help but take this as a personal challenge.
Do you only want to see films that celebrate your heroes? Or do you want to see films that also challenge you? That make you think? That genuinely tell different sides of a story—that reflect reality without ideological tunnel vision?
Maybe nuanced films can sell.
Let’s see.
39 comments
Just booked 15 tics for Vanccouver screening, which is now confirmed to go ahead. There are only 49 tics left. You snooze, you lose.
Interesting, two sane tweets before the conversation goes trumpian, confirming the filmakers point.
Hi ! How can i legally see your film in France ?
Hi, I’m the producer of the film. Please sign up for our newsletter / follow our socials to know when it’ll come out in France:
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Imagine thinking “Too nuanced” is a valid argument. Yes, complex issues tend to require complex discussions. If those discussions are too “nuanced” for you, maybe you should keep your ignorant, lazy opinions to yourself. OR continue to help JP by making an absolute fool of yourself in articles like this. Either way, it’s a win win for us. Your cancerous ideology is finally dying. Thankfully, the internet’s starting to see how full of shit people like you are. Oh and please keep advocating for censorship. It’ll make it blatantly obvious how insane the modern left has become. We dont even need to campaign. You dumbasses are doing it for us.
Trump 2020
Trump has repeatedly attacked the media for criticizing him. He has expressed admiration for strongmen and dictators who suppress critical media all the time. As defenders of free speech go, you should have chosen a better one.
Trump is also never nuanced. He’s a textbook populust. You support him because, not despite of this. The Regressive Right doesn’t want truth or nuance any more than the Regressive Left does.
The media Trump is complaining about uncritically aired Russian/Trump Collusion stories for 3 years that were all lies.
I have watched a dozen of his Youtube videos. I find him fascinating. In the trailer you could see that his house is full of artwork that is theological or ideological (like the Soviet propaganda posters). It is almost like going inside his head.
What the Left hates about him is that he dares to express common sense views such as that we are spiritual beings, that politics has become a religion, that men and women are different for good evolutionary reasons, and that ideas and actions have consequences. All these are bad things according to the Left. For example, the fact that women tend to be more agreeable because they have for a million years been needing to protect children and because they are less strong, and that men are more prone to take big risks are facts well-known and well-documented in psychology, but are anathema to the feminists ideology.
I’m not going to downvote, but personally I really don’t care if an idea is common sense or not, I care if it’s really true or not. A lot of things about psychology are not necessarily intuitive.
It is quite disturbing that a film about Jordan Peterson can be cancelled in this way. Peterson is very conservative and does not advocate violence or discrimination. Regardless of whether you agree with him, and I often don’t his views should be capable of being heard. If Peterson can be supressed then almost any view can be.
Twenty years ago Peterson would’ve been considered a moderate to centrist, ideologically.
He strikes some of us as “very conservative” because academia, the media, much of government, and even business and tech have taken a very leftward turn, particularly amoung upper and upper middle class elite members of academia, the media, and the upper tiers of governments.
I suspect the filmakers “honest” take is no hagiography, but it would be nearly impossible to discredit much of Peterson’s work. Nearly all of it is derived from valid research, robust data, and unassailable logic and reason.
The attempts to suppress this film will only fuel its ascension once it gets proper exposure. Jordan Peterson is a phenomenon for sure. I can only quote one man to sum this up. “An idea who’s time has can come, cannot be stopped by any army or government.” Ron Paul
What’s even sadder is the Woke downvoting mob in this comment section who are even shitting over your reasonable post. It’s a sad irony for an article about nuance.
Jordan Peterson is getting plenty of positive coverage. I wouldn’t be too worried about this movie. I am certain it will be made available to the general public if necessary. Big deal if some movie house doesn’t want to screen it.
The principle violated by this cancellation is a big deal. The principle is that we are all better off as individual thinking beings, and our society is better off, the more we hear alternative opinions and contrary ones. This is liberal democracy or pluralism. It’s voluntary. You can show movies or publish opinions or not. But the consequences are not voluntary. You can’t get smarter or wiser by restricting your intake of ideas.
I would love to see this movie but as a single dad, it is challenging to get out to the theatres. Can this movie be made available on-demand or purchased on-line? I have read JP’s 2 books and listened/watched most of his videos. He is very misunderstood by people who only listen to the media’s opinion of him, which is not only negative but full of hate. Unfortunately, these days, hatred sells. JP has a LOT to offer the world. A lot of possitivity. Tough love. He also understands and tries to communicate the value of sacrifice. Not too many people want to hear his message because it is painful and uncomfortable. That’s unfortunate. Going to the doctor is also uncomfortable but necessary if you want to be healthy. I think we all need a dose of JP on a weekly basis, like taking Buckley’s medicine.
His video series on Genesis is also top notch.
I don’t know what’s going on here but every single comment above mine has more downvotes than upvotes. Even comments as inoffensive as “I hope I get a chance to see that film.” I’ve never seen that before in a discussion forum.
Some sort of attack?
Leftist trolls.
Probably some ass with a bot, now that I think about it. Not necessarily a Leftist either, since we know Alt-Right trolls love false flagging.
how to reinvigorate nuance in the online world: eliminate both up and down votes in comments, forums and social media. how can you have meaningful, thoughtful conversations if everyone involved is sitting there turning their thumbs up or down at every statement or argument anyone makes? how does that not subconsciously bias most readers towards or against an opinion by giving it a popularity/infamy score right there on the surface? maybe if you don’t know how the community feels about an idea without reading their replies you’re more likely to judge those ideas on their merits.
I up this! I mean down with the ups!
Test it out yourself: tap as many thumb up or thumb down votes as often as you desire as this commentary section does not restrict to only one up or down vote.
BTW, Anonymous, I just tapped a bunch of upvotes for your comment showing one person can make it seem like many are giving one tap.
doesn’t work for me.
JP is a social Darwinist and a right wing paranoid. He says “postmodernists” instead of commies (cool trick!). I’ve met a number of young men with self-damaging misconceptions about women because of this creep.
You’re spouting anecdotal evidence as fact. And misinterpreting what he said because his ideas threaten your ideology.
But you conveniently wont mention what these misconceptions are or how they got them because of JP
And I don’t believe in science anymore because they used it to invent the atom bomb that killed thousands . . . Yeah, right!
I believe in science but… just not nuclear physics.
Wasn’t this film originally titled “shut him down: the rise of Jordan Peterson?” …..it suddenly occurs to me maybe some people complained because it is actually an anti- Peterson film….I’m not sure I would call it nuanced….There is a big difference in nuance and shallow bias. Even if it does offer different perspectives it doesnt matter when some of these “perspectives” are not at all true. You can call it nuance, but some people call it lies. And when you title a film something like “Kill the Police”, I think most people assume you mean something like “shut down the police”….I think the CBC gave this a run because there are people who work for that Government funded broadcaster that are very biased…..Not a good trait in any sort of journalism. Its almost as if certain cbc staffers try to decide public opinion themselves. Also it is not a very good documentary, and yes, that is no reason to cancel a documentary, but it a good reason not to make and promote one.
I am sorry, I was really looking forward to this movie, but I will never support anyone not ready to fight for something precious to them. That’s why the cancel culture spreads, people take the moral high ground and do nothing.
I hope I get a chance to see that film.
Please understand most people are just one tiny click above moron, so they need to be told what to do.
The left recognized that fact and have embraced the moron as their own, that’s probably the real reason your movie was rejected, morons don’t get nuance and the left hates Jordan Peterson, so it’s a match made in San Francisco or if you prefer, Hell.
The right on the other hand has embraced the remaining fraction of people that are a giant leap above moron. People who don’t need to be told what to think.
My advice? Bring your movie to the so called “flyover states” and leave urban areas to deal with feces and used needles on the sidewalks as a replacement for thoughtful entertainment. .
Whereas, of course, your comment is full of nuance.
Hope this film can be shown in the UK. There is a real thirst for nuanced films but I doubt enough to influence the market.
Jordan Peterson is an interesting phenomenon because a lot of the criticism of him has been unfair and that same vilification has fuelled his success. Meanwhile the content of his talks and books isn’t analysed sufficiently.
“the left hates Jordan Peterson, so it’s a match made in San Francisco”
One very minor quibble, Mr. Melonas; Doctor Peterson’s event at the Marine theater in San Francisco was sold out, as have been his other, more recent, events in Babylon By The Bay. The number of people I’ve heard say “wish I’d tried to reserve tickets earlier, now I can’t go” have been legion. The hearsay is anecdotal, and thus only peripherally of interest (if at all,) but the ticket sales are a matter of record. One need only look behind the noisy few that vilify the good doctor to find a relative plethora of reasonable and open-minded people, right here in the San Francisco bay area.
When one sojourns just a very few steps beyond the urban authoritarian echo chambers, there are multitudes of ordinary people that preserve the liberal ethos of common sense and fundamental human decency for which the golden state was formerly noteworthy.
That said, I don’t substantially dispute your point.
That’s why I always say that there is no difference between modern “progressive” and Sturmabteilung
Nothing says nuanced quite like comparing progressives to actual Nazis.
When Godwin names his law I doubt he thought it would happen this quickly.
How can I view this I Oman,middle east?