In media interviews, Jon M. Chu has spoken passionately about ''In the Heights'' and how he saw it onstage and instantly identified with Usnavi and growing up with an extended family of relatives. And for the record, the man who hired Chu to direct the big-screen adaptation was Lin-Manuel Miranda. Miranda told the L.A. Times: ''Honestly, of all the directors we talked to, Latino and non-Latino, he had the lived experience that was closest to the characters.'' Plus, ''Jon knew how to shoot the sh*t out of a dance number.''
Over a decade ago, Universal almost made ''In the Heights.'' Kenny Ortega was mentioned as the director. But Universal would not greenlight a $37 million budget unless the movie had a bankable Latino star, reportedly like Jennifer Lopez or Shakira. It did not want to bet on unknown actors. Years later, the directing duties fell to Chu, whose ''Crazy Rich Asians'' became a surprise box office hit ($26 million in the U.S. on its opening weekend). Chu made ''Asians'' a blockbuster with unknown actors and believed ''In the Heights'' could do the same for its Latino talent. Hindsight's 20-20. Who knows how ''In the Heights,'' directed by Ortega and starring Lopez, might've done? But the reality is that Miranda chose Chu and loves the Warner Bros. movie they made. It's been a critical success: 96% raves at Rotten Tomatoes. Why more filmgoers aren't flocking to see it is another issue and probably complicated by various factors: not everyone loves musicals, lack of big stars, COVID fears, HBO Max, etc.
It's silly to blame Miranda and Chu's ''egos'' for ''getting in the way of a good marketing campaign.'' ''In the Heights' '' biggest selling points ARE that it comes from Miranda, who created the Tony-winning musical and pop-culture phenomena that is ''Hamilton,'' and Chu, who directed ''Crazy Rich Asians,'' which grossed $238 million worldwide. How ELSE would you market it?
Updated On: 6/20/21 at 11:09 PM