Prince’s eighties chart rival Madonna was a frequent Razzie winner, notably for Swept Away (2002), a faithful but frothier remake of Lina Wertmüller’s report from the front lines of the class war and the battle of the sexes. Madonna’s marriage to her director, Guy Ritchie, drew the entire film into the orbit of her celebrity and cast the shadow of folie à deux over Ritchie’s alternately knowing and deferential treatment of her Material Girl image. The film has improved with age: Ritchie’s sentimental softening of Wertmüller’s unhappy ending now reads as the bittersweet rationalization of a Guy soon enough to be divorced from his more famous Wife. Likewise, Bennifer’s sweetly hammy role-play is the best part of Gigli (2003), but the film was a bomb that landed on an audience already braced for impact through both paparazzi snaps of the “overexposed” couple and reports of disastrous test screenings and desperate reshoots.
Alongside Razzie winners condemned for stylistic overreach, industry misbehavior, pleasure-center pandering, and celebrity folly, another strand of bad movies are those that stray from norms around sex and vulgarity: the year after Showgirls, Pamela Anderson won Worst New Star for Barb Wire; her “Impressive Enhancements” were nominated for Worst Screen Couple. The film plays like the domestic version of an Italian Mad Max knockoff, updated for the age of cyberpunk aesthetics and post-grunge bands signed to major labels. From a retrospective distance, it’s a reminder that the American studio system of the nineties still reliably churned out B movies; its analog world-building and competent three-point lighting make it harder to dismiss in this century.
In more recent years, as the domestic film industry fractures across multiple lines—between the art house and the multiplex, streaming and theatrical, IP and original stories, genre films and “movies for adults”—the Razzies find themselves on one of many ice floes broken off from a former monoculture. That the awards joined a 1999 backlash against The Blair Witch Project could be read as prescient panic at the cultural impact of a premiered-at-Sundance genre hit, one shot partly on consumer-grade video and ugly to look at by conventional cinematic beauty standards. Familiar equivalencies of good taste and industry prestige were becoming harder to parse.
In the 1980s, most mid-sized American cities had a print newspaper that ran film reviews with star ratings: a consumer guide, so you wouldn’t feel buyer’s remorse after paying someone to watch the kids while you saw a dog. The Razzies, for all their quasi-irreverence, served as another link in this chain of elite signaling. In the streaming era we are, at least in theory, freer in our choices as consumers. No longer must we plan a theater outing well in advance, or linger in the aisles of a video-rental place, agonizing over our evening’s viewing, before driving off, weighed down by the finality of our decision. Given the slow death of the review format, we are also freer (again, at least in theory) from a critical discourse largely preoccupied with manufacturing conventional wisdom—a standard of quality meant to keep viewers from making the wrong choice.
And yet. If the joke of the Razzies has gotten stale, the ethos of this institution founded by a gig worker in the marketing industry has also thoroughly permeated a cultural moment defined in large part by precarity and self-branding. Despite the promise of the internet’s “long tail” to sustain niche interests, digital subcultures are instantaneously coopted by conglomerate-owned platforms. Audiences seem to enjoy cosplaying as bosses: counting box-office receipts to win arguments, review-bombing to build up a favored artist or undercut a rival, speaking of “supporting” an artist by buying tickets or streaming a song or posting ten thousand times a day.
The overall impression is of “cultural consumption,” to use Bourdieu’s phrase, driven by a desperate desire to back a winner, which is hardly different from the old censoriousness that rejected a movie like Showgirls. In the vacuum left by Hollywood’s fading dominance, it’s as if individual actors are hoping to summon a new leviathan to once again validate their preferences and, by extension, themselves. Bourdieu wrote of conditions under which “ordinary people are reduced to the role of the ‘fan,’ the militant ‘supporter’ locked in a passionate, even chauvinistic, but passive and spurious participation which is merely an illusory compensation for dispossession by experts.” As long as questions of taste are also competitions over status, cultural participation will continue to be passive and spurious.
“What was that?,” rather than a snarky rhetorical question, a way of “legitimating social differences,” should be an expression of genuine curiosity at a film that sends up flares from beyond the border of our preconceptions. If a movie is freed from the expectation that it be either good or good or bad, it can instead be interesting. The recent announcement of a Criterion Channel series spotlighting Razzie-nominated films was met with an uproar of approval, in which extremely online cinephiles, full of the adrenaline rush that accompanies a shattered taboo, attempted to outdo one another in their claims for the artistic merit of Freddy Got Fingered (2001); this is laudable but ultimately beside the point. Freddy Got Fingered certainly can be considered a greater film than—to pick a Criterion DVD off my shelf at random—Fires on the Plain, if you are a member of a tribe for whom Tom Green’s qualities as an artist are more salient than Kon Ichikawa’s, but it doesn’t have to be the greater film for it to repay your interest in the arrested maturity, wrecked attention spans, and puerile hang-ups of the first generations raised on cable television.