'Just when you thought I was dead...'

Harvey Weinstein was back in the media and the MPAA’s bad graces this morning after appearing on "CBS This Morning" to announce the launch of yet another attack on the ratings system. This time, the MPAA managed to incite the very, very public irritation of Weinstein by giving one of his awards-season contenders, Philomena, an audience-restricting R instead of a PG-13 rating. Like that time they tried to give Blue Valentine an NC-17 instead of an R rating (Harvey won that one), or that time they gave The King’s Speech an R instead of a PG-13 rating (Harvey did not win that one), the MPAA has apparently once again acted in a manner that could hurt the success, of the fiscal or Academy Awards variety, of a Weinstein film. A thing not to be borne.

But this particular campaign has gotten off to a remarkably likable start. The hullabaloo managed to transcend a typical Weinstein publicity blitz the moment Judi Dench, in character as James Bond’s late boss M, swiveled to face the camera in a 20-second video spot and pronounced herself resurrected. “Just when you thought I was dead,” M (or PhiloMena) wink-winks, before telling the audience she has an important mission for them. “Are you familiar with M-P-A-A?” she asks at video’s end. Presumably, when the next spot airs tomorrow, we’re to be charged with virtually accosting the MPAA as Weinstein brow-beating stand-ins until the bad guys relent and stop picking on poor old PhiloMena. It’s silly, but also fun, as Weinstein himself acknowledges (“I’m having fun with them”). One would think after 20-odd years – Weinstein launched his first attack on the MPAA back in 1994 when they tried to give Clerks an NC-17 rating (Harvey won that one) – the organization would be a little tired of the Weinsteins’ kind of fun. But the rest of us can enjoy the video clips.

A special M.essage:
 

Weinstein on "CBS This Morning:"
 

I do think Weinstein has a point. The difference between one F-word and two F-words in a film that doesn’t otherwise feature unduly adult or mature material seems negligible. I’m less sure how all those Southern church-going families will react to the negative portrayal of the movie’s nuns, but perhaps Philomena’s embodiment of Christian ideals will salve the wound. The ratings appeal is scheduled for next Wednesday, but count on at least another video or two before then.